Insights / Field notes
Field notes on GTM, outbound and CRM.
Short, practical pieces for B2B technology teams. Each one answers a question we ran into on real projects.
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Latest field note / Pipeline
B2B sales in long enterprise cycles: building pipeline that holds
Build enterprise software pipeline in long B2B sales cycles. See how segments, qualification criteria and CRM next steps connect outreach to opportunities.
Read article- Pipeline01 / 5 minPipeline visibility06
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B2B sales in long enterprise cycles: building pipeline that holds
Build enterprise software pipeline in long B2B sales cycles. See how segments, qualification criteria and CRM next steps connect outreach to opportunities.
Read article - Reporting02 / 6 minPipeline visibility06
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Revenue attribution for B2B: a simple model that works
Build a B2B revenue attribution model using original source and meeting source. Connect CRM opportunities to channels and compare pipeline quality.
Read article - Market Entry03 / 6 minMarket & segments01MarketSegment ASegment BICPSegment C
Firmographics + buyer + buying signal
GTM strategy for entering a new market: DACH, Nordics, UK
Plan B2B market entry with buyer interviews, localized positioning and an outbound pilot. Test demand before expanding your sales and acquisition budget.
Read article - LinkedIn04 / 5 minMultichannel sequence02AccountResearchEmailLinkedInReplyCRM
A LinkedIn outbound playbook that doesn't feel like spam
Build a B2B LinkedIn outreach sequence with a credible profile, relevant requests and clear follow-ups. Connect LinkedIn and email activity in your CRM.
Read article - CRM05 / 6 minPipeline visibility06
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Setting up HubSpot pipelines for B2B outbound
Set up a HubSpot B2B pipeline with deal stages, exit criteria and required fields. Track original source, lead status and next steps without spreadsheets.
Read article - Infrastructure06 / 7 minMultichannel sequence02AccountResearchEmailLinkedInReplyCRM
Cold email deliverability: setup checklist for B2B outbound
Plan B2B cold email with separate sending domains, SPF, DKIM and DMARC. Review inbox volume and deliverability before launching outbound sequences.
Read article - ICP07 / 7 minMarket & segments01MarketSegment ASegment BICPSegment C
Firmographics + buyer + buying signal
What is an ideal customer profile? How to create a B2B ICP sales can use
Define a usable B2B ideal customer profile with customer evidence, company filters and buying triggers. Turn your ICP into data-tool and CRM targeting rules.
Read article - Positioning08 / 5 minMarket & segments01MarketSegment ASegment BICPSegment C
Firmographics + buyer + buying signal
Why GTM problems often look like marketing problems
Diagnose B2B growth problems before increasing spend. Check ideal customer fit, positioning and qualification to find where the GTM process breaks.
Read article - AI Workflows09 / 6 minResearch to CRM04New target accountAI researchEnrichmentScore → route → CRM
How AI changes B2B prospecting (and what it doesn't)
Use AI for B2B account research, buying signals and outreach drafts. Learn where human review belongs and how to keep prospecting connected to CRM records.
Read article - GTM10 / 5 minMarket & segments01MarketSegment ASegment BICPSegment C
Firmographics + buyer + buying signal
Lead generation vs pipeline generation: what's the difference?
Compare lead and pipeline generation for B2B sales. Define qualified opportunities, CRM ownership and next steps, then measure pipeline by source.
Read article - Outbound11 / 6 minMultichannel sequence02AccountResearchEmailLinkedInReplyCRM
Why most outbound stacks become operationally expensive
Audit your B2B outbound stack by cost, owner and pipeline stage. Identify duplicate data, manual handoffs and tools that do not support qualified meetings.
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