Pipeline & Demand
Demand Gen
Inside the $40M pipeline built on one Slack community
No gated content, no SDR sequence, no paid spend. Just four years of showing up in a room they didn't own.
Demand Gen
Why category creation stopped working — and what beats it
The playbook assumed an attention surplus. That surplus is gone, and the replacement is far less glamorous.
Podcast
Ep. 42 — Rewriting the enterprise land-and-expand motion
Alina Chu on why the expansion motion has to be designed before the first contract is signed.
Podcast
Marketplace listings are the new field sales team
Cloud marketplace transactions crossed a threshold this year. Most GTM teams still treat the listing as a checkbox.
Demand Gen
The quota model that survived three straight down quarters
A rolling capacity model, a 60/40 split, and one rule about ramp that nobody wanted to enforce.
Demand Gen
Creative is a GTM channel now. Nobody staffed for it.
The best performing revenue teams of the last 18 months all made the same hire, and it wasn't a seller.
Brand
The CFO is in your deal now. Here's the deck that works.
Eight slides, one payback number, and zero mentions of innovation.
Demand Gen
Free-tier math: when the funnel eats the margin
Three companies published their conversion curves. Two of them should not have shipped a free tier.
Brand
Hiring your first GTM engineer
The scorecard, the take-home, and the four signals that predicted success across 40 hires.
Rankings
Events are back, and they're 30 people in a room
The conference booth is dead. The dinner is doing all the work.