Insights
Writing on the journey, the systems behind it, and what actually moves the numbers.
No content calendar, no recycled advice. Just what I've actually seen work, and not work, across enterprise SaaS marketing.
Sequencing Debt: Why Aligned Teams Still Build Broken Onboarding Journeys
Many B2B onboarding failures aren't alignment problems, they're sequencing problems. Why teams that agree on the destination still ship a disjointed customer experience.
Your Product Tour Is Probably Hiding a Setup Problem
Introducing the Setup Absorption Model: a framework for figuring out who actually absorbs the work before a customer sees value, and what happens when nobody does.
Your Attribution Reports Are Probably Wrong
The four levels of marketing measurement, what each one actually tells you, and why the level most teams trust the most is also the least reliable right now.