Category
Strategy and research: positioning, pricing, and the proof behind them
Positioning, pricing, market research and competitor analysis. The work that happens before the first page gets written: what the market will pay, who is already there, and which claims you can support when someone asks for the source.
26 articles
Customer Advocacy: How to Build a Program That Produces Proof
Somewhere in your customer list is a person who would take a reference call tomorrow, and nobody on your team can name them. Ask four people for your top five advocates and you will get four different lists. Your support team hears "customer advocacy" and thinks about fighting for a customer's outcome. Your marketing team hears the same words and thinks about a customer posting about you. Both readings are legitimate, both are in live use, and that split is why most programs stall before they produce anything. Which one does your company actually staff, budget and measure? The gap between those two meanings is where your best proof channel quietly leaks.
Team AllAbleStrategySep 26, 2026Demand Generation vs Lead Generation: Why the Distinction Decides Your Budget
The quarter closed short and the meeting went the way it always goes. Sales said the leads were wrong. Marketing said the leads were fine and nobody had called them, and nobody left with an answer. When your pipeline missed last quarter, could you point at the stage that failed, or did you guess? The default is to guess, because your demand program and your lead program report into different systems with different numbers, and neither one is built to show the seam between them. Both share a single revenue line and are measured as two separate things, which is why the argument comes back every quarter with nothing new in it. What would have to be on the page to settle it in five minutes instead of five days?
Martin J.StrategySep 12, 2026Market Research Techniques: 12 Methods You Can Actually Run This Quarter
Your quarterly plan says the positioning decision was informed by research. Now find the research. Most marketing teams cannot, because the plan cited research and the only techniques the team actually ran were a competitor page and a gut check. Here are 12 techniques grouped by what they answer, what they cost and what they cannot tell you.
Martin J.StrategySep 12, 2026DTC Marketing: What Direct-to-Consumer Marketing Actually Changes (and What It Costs You)
Going direct felt like freedom. No retailer deciding whether your product deserves shelf space, no distributor taking their cut, nobody standing between you and the person who buys what you make. Then the invoices started arriving. Ad spend, creative production, the returns process, the attribution tool, every cost a retailer used to absorb on your behalf. That was the trade, and nobody put it on one page when you signed up for it. So here is the awkward question: do you actually know what your CAC has to be for this model to work, or are you still running on a number somebody set in 2021? The brands I audit can quote their ROAS to two decimal places and cannot tell me their contribution margin on a single order. One of those numbers decides whether you are still here in two years.
Martin J.StrategySep 10, 2026
Manage Google Ads Smarter With AI.
AI Market Research: How to Run Research That Actually Informs Strategy (2026)
Your team just spent six weeks and $40,000 on market research that confirmed what you already suspected in week one — and the deck is so dense that the pricing decision it was meant to settle depends on which slide you're looking at. The research was fine. The synthesis was the failure. Meanwhile, 89% of researchers now use AI tools, and enterprise AI spend just jumped 47% in a single year. So what does market research actually look like when the AI layer does the synthesizing — and which parts of your workflow should stay human?
Martin J.StrategySep 2, 2026GTM Engineering: What It Is and How Marketing Teams Use It in 2026
"GTM engineer" has become one of the fastest-growing job titles in go-to-market — and almost nobody can explain what the person actually does. Companies are posting six-figure salaries for a role most of them couldn't define six months ago. Marketing teams watch and wonder whether they're supposed to hire one, become one, or ignore the whole thing. Meanwhile, the practice behind the title is quietly becoming the default way serious B2B teams run revenue. The absurd part: the people posting these jobs rarely understand them either — the title spread faster than the definition. So the question you should be asking isn't "should we hire a GTM engineer?" It's what exactly they're building, and how much of it your team could build without the hire.
Martin J.StrategySep 2, 2026Marketing Campaign Template: Plan, Launch, and Report in One Place (2026)
The template at the top of Google is a lead magnet with a signup wall, not a campaign structure. The eight sections that actually run a campaign have been the same for twenty years, and the three most important ones are the ones every vendor quietly leaves out: KPIs, reporting cadence, and post-mortem. Those are where campaigns die. Your next launch will hit every milestone on paper and still miss the number, because nothing in your analytics shows the handoffs breaking. So which handoff is going to break first in your campaign?
Martin J.StrategyAug 31, 2026Competitor Research Template: The AI-Ready Competitive Analysis Kit (2026)
You can download a competitor research template in thirty seconds. Most stay empty — they capture what competitors *are*, not what they're *doing*. In 2026, that includes who AI answers recommend instead of you — does your template catch that?
Martin J.StrategyAug 31, 2026
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