The GTM engineering
field manual.
Honest, in-depth pieces on GTM engineering, autonomous revenue, and the EU AI Act. Written for B2B leaders building modern go-to-market.
Marketing Efficiency Ratio (MER): the metric that survives dark social
Marketing Efficiency Ratio (MER) equals total revenue divided by total marketing spend. It is the honest metric when attribution is broken. The 2026 CFO field guide.
Revenue attribution vs marketing attribution: what CMOs need in 2026
Marketing attribution counts touchpoints. Revenue attribution counts revenue. The difference matters more than the tooling. A CMO's field guide for 2026.
Looker Studio alternative: the 8 BI tools B2B teams should evaluate
Looking for a Looker Studio alternative? The 8 BI tools B2B teams evaluate in 2026, ranked by warehouse fit, self-serve capability, pricing and audit trail.
Supermetrics alternative in 2026: the 8 options that actually work
Looking for a Supermetrics alternative in 2026? The 8 pipelines B2B GTM teams actually deploy, ranked by connector coverage, price, warehouse fit and support quality.
MCP for GTM: the new integration layer for autonomous revenue
Model Context Protocol is becoming the integration standard for AI agents. What it means for your GTM stack, where the security risks are, and how to adopt it without exposing the business.
Self-reported attribution: the only B2B attribution that survives 2026
Multi-touch attribution lies. Self-reported attribution does not. The implementation playbook, the question wording, and how to turn the data into budget decisions.
The signal-based selling playbook: Clay + Common Room + orchestrator
The operator playbook for signal-based selling in 2026. Clay for orchestration, Common Room for product and community signals, an autonomous platform for execution.
The Governance Mirage: why 74% of enterprises rolled back AI agents
VentureBeat Q1 2026: 90% of enterprises felt AI-agent ready, 75% had a governance rollback. Gartner: 40% of agentic AI projects fail by 2027. Here is why.
GEO for B2B SaaS: how to get cited by ChatGPT in 2026
Generative Engine Optimization for B2B SaaS in 2026. Why 51% of software buyers now start research in ChatGPT. The 12-point GEO checklist Falora uses.
Signal-based demand capture: 7 buying signals that make your outbound 4× more effective
Signal-based outbound delivers 4× more deals, 80% higher reply rates and 47% better conversion. The 7 highest-leverage signals, ranked, with a 30-day plan.
Demand creation vs demand capture: why most B2B scale-ups have the ratio wrong
Most B2B scale-ups run a 90/10 capture-vs-creation ratio. The evidence says 60/40 the other way. Here is what the broken ratio costs and how to fix it.
AI SDRs vs human SDRs: 7 conditions where AI loses
Honest analysis: 7 conditions in which AI SDRs underperform human SDRs, plus the 4 scenarios where they win. The fitness test for your pipeline.
The outbound agency cost autopsy: why software wins in 18 months
We crunched the numbers on 12 outbound agencies. Median: €18K spent, 4 meetings, 0 closed-won. The cost calculator and the migration playbook.
GTM engineering vs growth marketing: the 2026 CMO guide
GTM engineering replaces parts of growth marketing in 2026. Definitions, role split, salary, tooling and a 5-step transition path for B2B CMOs.
The Autonomous GTM Maturity Model: from copilot to self-driving
A 5-level maturity model for autonomous GTM. Use the diagnostic to test whether your AI vendor is a copilot pretending to be an agent. Plus how to move up a level.
The anatomy of a GTM engineering system: 7-layer reference
The 7-layer reference architecture for autonomous B2B GTM. Signal, identity, reasoning, orchestration, activation, measurement and governance. With vendor map.
The EU AI Act + your AI GTM stack: a 2027 audit map
A 7-point audit of where the EU AI Act and GDPR intersect with your AI GTM stack. AI SDRs, lead scoring, content disclosure, conversation intelligence, cold email and vendor due diligence.