Writing · Field Notes
The thesis, in public.
Aug 2026 · 5 min
AEO Tracking Tools: How to Measure Your AI Search Visibility
What AEO tracking actually measures, how AI visibility tools sample answers, the metrics that matter for B2B, and when to start paying for monitoring.
Aug 2026 · 5 min
AI Agents for SEO: What They Actually Do (and When to Use One)
Field Notes
Aug 2026 · 5 min
The Best AI SEO Tools in 2026 (An Honest Comparison)
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Aug 2026 · 5 min
ChatGPT Search vs. Google: What B2B Marketers Need to Know
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Aug 2026 · 5 min
How to Check What ChatGPT Says About Your Brand (Free Methods)
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Aug 2026 · 5 min
The Generative Engine Optimization Checklist: 20 Fixes by Impact
A ranked generative engine optimization checklist: 20 fixes across entity foundation, retrievability, citation surface, and measurement, by impact.
Field Notes
Aug 2026 · 5 min
How to Get Your B2B SaaS Recommended by ChatGPT
A step-by-step playbook to get your B2B SaaS recommended by ChatGPT: entity signals, schema, answer-first content, and earning the citations that matter.
Field Notes
Aug 2026 · 5 min
llms.txt: What It Is and Whether It Actually Works
llms.txt gives AI models a curated map of your site. Here's what it is, what the evidence says about adoption, and whether it's worth shipping.
Field Notes
Aug 2026 · 5 min
You Rank on Google but Don't Exist in ChatGPT. Here's Why.
Google ranks pages. LLMs recommend entities. Why a page-one ranking earns you nothing in ChatGPT, and which parts of your SEO authority still transfer.
Field Notes
Aug 2026 · 5 min
Where ChatGPT Gets Its Answers: The Sources LLMs Actually Cite
ChatGPT answers from two layers: training data and live retrieval via Bing. For vendor questions, it cites third parties. Here's where to earn presence.
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Jul 2026 · 5 min
Context Engineering vs. the Intelligence Layer: It's a Tool, Not a Job
Context engineering assembles AI context by hand. An intelligence layer makes it a governed system. What each is, how they compare, which to build first.
Field Notes
Jul 2026 · 5 min
The Nine Dimensions of Go-to-Market Context
Go-to-market context is nine dimensions an agent has to know before it can produce anything useful. Each one, what built vs. missing looks like, and why the output is public.
Field Notes
Jul 2026 · 5 min
ChatGPT for Marketing: What It's Good For, Where It Fails
ChatGPT makes marketing faster, but without shared context it makes the same generic work faster. Here's where it helps, where it fails, and what to build instead.
Field Notes
Jul 2026 · 5 min
The Best GEO & AEO Tools in 2026 (And What They Can't Do)
Honest roundup of GEO and AEO tools by category, plus the system work no tool can do for you.
Field Notes
Jul 2026 · 5 min
What Is a Fractional CMO? Definition, Cost, and When to Hire
A fractional CMO is a part-time senior marketing leader who owns GTM strategy, team direction, and outcomes without a full-time hire.
Field Notes
Jun 2026 · 5 min
Stop Paying Opus to Fix Your Typos
Most teams pay frontier AI rates for trivial work. Spend should track task difficulty, not default to the most powerful model every time.
Field Notes
Jun 2026 · 5 min
The Steepest Hill: How to Build a GTM System That Optimizes for the Next Dollar
Most GTM teams allocate budget by average efficiency and get stuck. Compounding systems follow marginal return, the next dollar, instead.
Field Notes
May 2026 · 5 min
The Marketing Org Chart Is Being Rewritten
Channel-based marketing org charts were already broken. AI made them indefensible, and CEOs who delay restructuring are burning money.
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May 2026 · 5 min
The Context Routing Problem: When Your AI Knows Too Much to Be Useful
Dense GTM context breaks AI agents when everything gets dumped into the prompt. The real problem is routing the right knowledge at the right moment.
Field Notes
Apr 2026 · 5 min
The Context Field: The Shared Operating Context That Decides Whether Marketing Compounds
An operating context is the encoded foundation every team, tool, and agent works from. The Context Field decides whether marketing compounds or fragments.
Field Notes
Apr 2026 · 5 min
Surface Area Is a Growth Strategy, Not a Channel Plan
Surface area is not every channel. It is presence wherever your ICP learns, evaluates, and buys, with enough mass at each touchpoint to matter.
Field Notes
Apr 2026 · 5 min
The SaaS Playbook When Features Stop Being Your Moat
AI commoditized SaaS features. The new moat is built in how you sell, market, and retain through friction, brand gravity, and operational mass.
Field Notes
Apr 2026 · 5 min
Why AI Made Your Marketing Faster, Not Better
AI accelerated production without improving judgment or context, so output converged. The fix is a structured knowledge layer every tool can query.
Field Notes
Feb 2026 · 5 min
PLG Friction: When Frictionless Onboarding Breaks Product-Led Growth Conversion
Why frictionless onboarding tanks PLG free-to-paid conversion, and which friction to keep: signup, integration, the paywall, and team expansion.
Field Notes
Feb 2026 · 5 min
The Coherence Model: The Definitive Guide to the Six Forces of B2B Growth
The Coherence Model explained: Coherence plus six forces — Mass, Surface Area, Momentum, Friction, Escape Velocity, Context Field — governing B2B growth.
Field Notes
Feb 2026 · 5 min
The CMO Is Dead. Long Live the Chief Marketing Orchestrator
The CMO role isn't dying; it's being reforged into something bigger. Why the next marketing leaders orchestrate the entire GTM motion.
Field Notes
Feb 2026 · 5 min
B2B SaaS GTM Metrics: The 2026 Benchmark Report
A 2026 benchmark reference for B2B SaaS conversion rates, CAC, win rates, NRR, and pipeline coverage.
Field Notes
Feb 2026 · 5 min
AEO Statistics for B2B SaaS (2026): 40+ Data Points on AI Search, Citations, and Visibility
40+ AEO statistics for B2B SaaS in 2026: AI search adoption, zero-click trends, LLM citation patterns, and what it means for GTM.
Field Notes
Feb 2026 · 5 min
Your AI Is Still a Chatbot: How to Tell, and What Comes After
Most AI adoption is still the chatbot pattern: reactive, contextless, per-person. How to tell if your team is stuck, and what comes after it.
Field Notes
Feb 2026 · 5 min
From Chatbot to AI Agent Fleet: The Five Stages of AI Marketing Maturity
What an AI agent fleet is, the five maturity stages between one chatbot and governed agents, and the shared context layer most marketing teams skip.
Field Notes
Jan 2026 · 5 min
The GTM Architect's Guide to Answer Engine Optimization for B2B SaaS
Answer engine optimization reshapes B2B discovery through entity authority, content structure, schema markup, and AI-era GTM coherence.
Field Notes
Jan 2026 · 5 min
Why Your B2B SaaS Is Invisible in ChatGPT (And How to Fix It)
Your B2B SaaS is invisible in ChatGPT because AI engines can't retrieve it: no entity signals, no answer-first structure, no schema markup. Here's the fix.
Field Notes
Jan 2026 · 5 min
Fractional CMO First 90 Days: The 30/60/90 Plan for a Series A Company
What a fractional CMO should accomplish in the first 90 days: a 30/60/90 plan with deliverables, red flags, and the results a CEO should expect.
Field Notes
Jan 2026 · 5 min
B2B Funnel Math: The Numbers That Kill the Deal Before It's a Lead
B2B funnel math fails when revenue goals, budget, and conversion rates don't reconcile. How to pressure-test pipeline math before you spend a dollar.
Field Notes
Jan 2026 · 5 min
Fractional CMO vs. GTM Consultant: What Growth-Stage B2B Companies Actually Need
A fractional CMO builds and operates your GTM system. A consultant diagnoses and recommends. Here's how to decide which one your Series A–C company needs.
Field Notes
Jan 2026 · 5 min
AI Is Collapsing the Walls Between Marketing, Sales, and CS. Let It
AI is collapsing the walls between marketing, sales, and CS. What the converged GTM org looks like, what replaces the handoff, and what RevOps becomes.
Field Notes
Jan 2026 · 5 min
Why Every GTM Leader You Hire Fails in the Same Way
The average VP of Sales at Series A lasts 7 months. Growth makes it to 14. Same curve. It's not talent—it's physics.
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Jan 2026 · 5 min
The Metrics That Turn a Revolving Door Into a GTM Engine
Pipeline targets from fundraising models are hopes dressed up as goals. The metrics GTM leaders should track at each stage.
Field Notes
Jan 2026 · 5 min
Why Your Best Growth Programs Look Like They're Failing
Compounding growth programs look weak early. The trick is knowing which momentum-building investments to protect from quarterly cuts.
Field Notes
Jan 2026 · 5 min
The Compound Cost of Friction
Friction in your buying process doesn't just lose deals. It trains the market that you're hard to work with, and that reputation compounds.
Field Notes
Jan 2026 · 5 min
GTM Inflection Points: How to Know When to Scale Your Go-to-Market
What a GTM inflection point is, the signals that show you've crossed one, and how to time go-to-market scaling without burning cash or ceding the market.
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