Blog
Notes on getting go-to-market right
Thinking out loud about how buyers actually decide, why strategies stall, and what the C3 Method does differently.
How to Define Your Ideal Customer Profile (Without Guessing)
Most ICPs are a list of firmographics written on a whiteboard and never tested. That's why sales says the leads aren't real and marketing points at the profile everyone agreed to. Here's how to build one from evidence instead: closed-won patterns, the endemic problem, the buying center, and the anti-ICP nobody writes down.
Read the post → August 26, 2026Get Aligned, Stay Aligned: Why Alignment Is the Real Go-to-Market Problem
When revenue falls short, the instinct is to add more: leads, content, channels, tools. But most revenue problems aren't effort problems, they're alignment problems. Here's why getting product, marketing, and sales pointed at the same picture of the buyer, and keeping them there, is the real growth lever.
Read the post → August 15, 2026Sales and Marketing Alignment Isn't a Meeting Problem
The usual fix is a standing meeting, a shared dashboard, and a new definition of a qualified lead. It rarely holds, because the two teams are quietly working from two different pictures of the buyer. Here is what actually has to be shared.
Read the post → August 14, 2026The 7 Stages of the B2B Buyer Decision Journey
Most B2B marketing is aimed at buyers who are ready to buy, which is a problem, because on any given day almost none of your market is. Here are the seven stages buyers really move through, and what your message must do at each.
Read the post → August 14, 2026How to Build a Go-to-Market Strategy (a Step-by-Step Approach)
Most GTM templates start in the middle, with what you want to say and do. This one starts where it should: with the buyer. A step-by-step sequence for a strategy that actually holds up.
Read the post → August 13, 2026Why Most Go-to-Market Strategies Fail (and It Isn't Execution)
When a go-to-market plan stalls, the instinct is to do more: more content, more channels, more tactics. But the real crack is almost always further upstream, in an assumption about the buyer that nobody ever tested.
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