Field Notes
Writing, observations, and lessons from years leading B2B marketing teams, and the projects I take on now. Category creation, messaging, GTM strategy, org building, and the operator’s take on the current AI moment.
Jul 2026 · 6 min read
As AI helps us churn out miles and miles of forgettable copy, a few guide rails for what ‘good’ looks like feel especially welcome. A couple of decades of B2B marketing taught me a handful of rules I keep in mind when crafting messaging. A lot of it gets intuitive over time, so it was a good exercise to slow down and pin down my own top ten.
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Jul 2026 · 9 min read
Category design gets talked about in the abstract a lot. So instead of theory, a story I lived: how we built a category called “restaurant operations execution” at a company called Zenput, over about four years. What it took. How we knew it was working. And the twist at the end, when the category we’d built got too small for the company we’d become.
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Jun 2026 · 5 min read
I recently spent a morning with a group of early-stage founders in Jackson Square Ventures’ 2026 Launchpad cohort, leading a working session on messaging and category development. I packaged up the material for that audience, but almost none of it is specific to early-stage founders. Underneath the channels, the programs, the tooling, and the dashboards, building a high-performing GTM engine comes down to the words.
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May 2026 · 8 min read
I’m a marketer. I’ve spent a career building categories, teams, and repeatable B2B GTM engines. I also have a liberal arts background. Until earlier this month, I had never written a line of production code in my life. Then I built and launched my new firm’s website in a weekend.
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Apr 2026 · 6 min read
In the first piece of this series, I shared my honest take on what AI actually changes in the marketing org, and what it doesn’t. Role by role, where I’d be cautious about compressing headcount, and why product marketing may be the biggest opportunity AI presents to any function. Here I take on the harder question: how do you actually approach this?
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Apr 2026 · 5 min read
Every marketing leader I know is feeling the pressure right now to have a clear answer for how AI changes their org. Honestly, I’m not sure the marketing org has fundamentally changed yet. We’re at the very front end of it, with a lot of confident prescription running ahead of the evidence. Here’s what I do think we know, role by role.
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Apr 2026 · 4 min read
In my last post, I talked about the first GTM bottleneck AI-era velocity is creating: the market’s ability to absorb what you’re shipping. There’s a second bottleneck that’s more insidious, because it sneaks up on you. It’s not about how much you’re launching. It’s about what happens to your story in the process.
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Apr 2026 · 5 min read
Something big is happening on the product side of software companies right now, and I don’t think the GTM implications have fully sunk in yet. AI has removed the ceiling on how fast a team can ship. But the bottleneck coming has nothing to do with your dev team’s capacity. It has to do with the human brain.
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Feb 2024 · 9 min read
Take a time machine back to 2010 (when I took on my first head of marketing role) and you’d experience a B2B marketing renaissance. The tools and tactics that felt like leaps then, like marketing automation, ABM, and content marketing, have quietly become blunt instruments. Six new tricks to help your team pull away from the pack still swinging the old ones.
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Jan 2024 · 4 min read
Any of this sound familiar from a recent marketing planning session? “Let’s launch a podcast!” “Time to formalize a customer referral program!” “We haven’t been paying enough attention to SEO.” Ambitious teams keep adding programs, and inevitably dilute the ones that actually work. The case for the 80/20 rule in your marketing mix.
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Jul 2023 · 8 min read
Fifteen years leading marketing teams, and I’ve noticed a set of plays I keep running, regardless of company size, stage, or environment. Some are obvious (invest in your message). Some are counterintuitive (don’t act your age). All of them have held up.
Read on LinkedIn →Apr 2022 · 4 min read
I love mentoring marketers. The question I get most often from those with some years under their belt: “How do I know if I’m ready for the head of marketing role?” Based on my own journey, and watching the paths of others I’ve had the chance to influence, here’s the map I’d hand you for the last mile.
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