Blog
Writing on GTM, lifecycle, and AI
I write about GTM, lifecycle marketing, AI in marketing ops, and channel partnerships, mostly notes from things I've actually shipped.
AI adoption skyrocketed in 2026. But few teams can prove its effectiveness.
The 2026 reports agree: almost every B2B team uses AI, and the share that can prove a return is falling. The gap is the operations layer underneath, and here is what it looks like on one team.
How to Nail Your First 90 Days as a Channel Marketing Manager
Channel marketing managers succeed by making partners successful, not by running good campaigns of their own, a throughline confirmed across 30+ real job postings. Here's a 30/60/90 day plan built around that, adaptable across industries.
No Lead Left Behind: A Demand Gen Routing Framework for Any Business
A working system for routing every lead, however it shows up, to the exact next step it has earned. Built for B2B security, but the shape holds for B2C too.
How to Scale Lifecycle Marketing at a Mature Company
Scaling lifecycle marketing past startup stage means shifting the primary growth lever from new logos to expansion and retention. Here's what the data says, including a few things I had to unlearn along the way.
Positioning a Technical Product for a Non-Technical Buyer
A single piece of messaging never covers a CISO, a CFO, and a plant manager at once. The persona framework and proof-point library that keeps positioning consistent across a complex B2B security sale.
The Renewal Segmentation Model That Actually Reduced Churn
A four-tier touch model built on account value and churn risk, not days until renewal, backed by a health score built from CRM, usage, support, and post-ticket CSAT data. The program it's drawn from cut attrition by 20% in under a year.
Deploying Agentic AI in Marketing Without Losing Control of the Pipeline
A framework for deciding where an agent runs on its own and where a person has to sign off first, built from putting agentic workflows into demand gen at a security company where a wrong move reaches a regulator, not just a lead.