The working
library.
Long-form analysis on GTM coherence and AI-native revenue systems, next to the tools that put it to work. Everything here feeds the same question: where does your system leak, and what do you fix first.
Salesforce Migration to Attio: A Framework for Scaling B2B Teams
A four-phase framework to migrate from Salesforce to Attio for B2B teams at $10M to $100M: what transfers, what breaks, cost comparison, and how to rearchitect the model.
The shelf.
7 essays- For FoundersJune 19, 2026
How to Spot GTM Incoherence Before It Hits the Numbers
By the time incoherence shows up in the numbers, you have already scaled it, and scaling it is what made it expensive. The signals are readable long before the dashboard moves. Here is what to watch for, and why coherence has to come before the next round of fuel.
Read → - For CROsJune 14, 2026
What Forecast Surprises Are Really Telling You
A CRO owns the number but rarely the system that produces it. Forecast misses, pipeline you cannot trust, and deals that slip late all trace to one layer down: whether the parts of your go-to-market system still agree on what their own words mean.
Read → - For FoundersJune 11, 2026
Growth Stalled After $10M. Blame Marketing or Sales?
A fast run past $10M, then a year of flat. Your sales leader and your marketing leader each say the other is the problem, and both have charts. Before you replace anyone, here is how to find out what the evidence actually says.
Read → - For RevOpsJune 10, 2026
Why CRM Hygiene Never Compounds
RevOps does the cleanup, ships the new fields, fixes the routing, and watches it decay by next quarter. Hygiene fails to compound because it patches the symptoms of a system that has no enforced agreement about what its own objects mean. Here is what changes when the operating layer is architected for coherence and for agents.
Read → - June 9, 2026
MCP for GTM
The Model Context Protocol is becoming the standard way AI agents connect to the tools a revenue team already runs. Here is what MCP is, why it matters for go-to-market, and what has to be true before you turn agents loose on your stack.
Read → - June 7, 2026
What Is GTM Coherence
GTM coherence is whether what you are, what you say, and how you operate tell one story. When they drift apart, revenue leaks. Here is what coherence means and why incoherence is so expensive.
Read →
Tools & research.
Use them before you ever book a callGTM Leverage Assessment
Score your GTM system in minutes. The results land in your inbox.
Sample Coherence Report
A real, anonymized diagnostic deliverable, end to end.
GTM Failure Node Map
The 100 ways go-to-market systems break, across ten categories.
The Cost of Incoherence
What misalignment drains from B2B revenue, with 25 cited sources.
Take the brief with you.
The Cost of Incoherence as a PDF, in exchange for a work email. We use it to follow up about the brief and our work. Ask us to delete it anytime.
Prefer to talk it through?
A call is the fastest way to find out where your system is drifting, and we will tell you if the diagnostic is not the right move.