We publish what
we learn working.
New this quarter: why most go-to-market waste is decided before the first sales call. The pattern holds everywhere: the problem never surfaces where you notice it.
Download Paper 02The Messaging Capital Leak.
Why the wrong ICP burns capital before the first sales call, and the three-week fix.
94% of buying groups rank a preferred vendor before talking to any seller (6sense, 2025). If you are positioned for the wrong buyer, you are not late in the process, you were never in it. Inside: the ICP Drift Audit (four symptoms, one question each), the Payback Spread metric, and the three-week method to close the leak.
3rd edition · August 2026 · 13 pages
Why your emails stopped arriving, and what changed on the other side.
Most companies with a deliverability problem do not have it because email stopped working. They have it because they kept sending the same way while the providers changed the rules. Inside: the mechanism of the vicious circle, what each provider now requires, evidence from our own audits and a diagnostic checklist.
One paper per quarter.
- What we publishWhat comes out of audits and real engagements, not opinion.
- With what dataFigures from official provider documentation, public reports or our own anonymised audits.
- How oftenOne flagship paper per quarter. In between, the short pieces that come out of it.
- How to hear about itWrite to us and we will tell you when the next one is out. No spam list.
Offer problem or pipeline problem? Four questions.
- 01Can a buyer say in one sentence why they'd pick you over doing nothing?
- 02Can you name the one segment your best customers come from?
- 03When you lose a deal, do you know the real reason?
- 04Does your homepage describe your buyer's problem before your product?