Go-to-Market

A plan for entering a market that survives contact with it.

5 articles

Everything we have written

Marketing leadership

In Marketing the Art of War Was Never About Fighting

The Art of War has a branding problem. It tends to get adopted by people who picture themselves as the general on…

Alex BenavidesSeptember 11, 202611 min read

Simulation of an email merge thought to be enough for an ABM campaign.

Go-to-Market

Your ABM Is Just a Merge Field (And They Can Tell)

You built the account list. You researched the logos. You dropped {{first_name}} and {{company}} into the sequence and turned it on. That…

Alex BenavidesJune 5, 20268 min read

Go-to-Market

ABM Benefits Customers More Than It Benefits You (And That’s Good!)

Account-Based Marketing (ABM) is usually framed as a revenue tactic. A way to focus sales and marketing, tighten targeting, and reduce wasted…

Alex BenavidesFebruary 9, 20263 min read

An image of a jeweler using a caliper to represent the precision that comes from account based marketing (ABM).

Go-to-Market

What is Account-Based Marketing (ABM)?

Account-Based Marketing starts from the assumption that decisions are collective, political, and remembered long after the deal closes. That assumption changes everything.…

Alex BenavidesDecember 18, 20253 min read

The photo of a crumpled receipt to represent the fact that B2B sales are not as easy to refund as normal consumer purchases.

Go-to-Market

You Can’t Just Refund Big B2B Purchases.

In consumer markets, a bad decision can often be undone. A product gets returned. A subscription is canceled. A charge is refunded…

Alex BenavidesDecember 11, 20254 min read

From usSomeone senior owning the number, without hiring for it.

Fractional marketing leadership: strategy, planning and the people who run it, for companies that are not ready to hire a CMO and are past doing it themselves.

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