·6 min read·Movement
Why your sales process exists but nobody follows it
The process is documented. The stages are defined. And yet deals do not progress through them. The process exists on paper but not in practice.
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Insights
Thinking on revenue confidence
Essays on diagnosis, constraint identification, and the patterns that keep appearing in B2B commercial performance.
·6 min read·Control
The dangerous comfort of pipeline coverage ratios
A 3x coverage ratio feels safe. But coverage without confidence is theatre. The number exists to reassure, not to predict.
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·5 min read·Trust
When sales says 'these leads are rubbish'
When sales rejects marketing's leads, the instinct is to blame targeting. But the problem is often not Attention. It's Trust—buyers arrive interested but unconvinced.
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·6 min read·Movement
The hidden cost of the 'quick win' pipeline
Deals that close fast feel like progress. But a pipeline optimised for quick wins often underperforms a pipeline built for reliable progression.
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·5 min read·Attention
Why your best customers aren't who marketing thinks they are
The customers marketing targets and the customers who actually buy are often different populations. This mismatch is expensive.
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·6 min read·Control
The forecast that satisfies the board but surprises no one
Most forecasts are political documents, not predictive ones. They tell the board what it wants to hear, then get revised when reality disagrees.
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·6 min read·Attention
Why 'we need more leads' is usually the wrong diagnosis
The instinct to generate more demand when pipeline is weak is almost universal. It is also, in most cases, wrong. The problem is rarely Attention. The problem is what happens after.
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·5 min read·Trust
Trust is not brand. Here's why that matters.
When deals stall after strong initial interest, the instinct is to improve messaging or add case studies. But Trust in B2B is not about being liked. It's about whether the buyer can defend the decision internally.
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·7 min read·Movement
The pipeline velocity myth
Accelerating deals that were never going to close does not improve revenue. It accelerates failure. Movement is not about speed. It's about progression logic.
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More essays coming soon. Each explores a specific pattern of misdiagnosis or constraint.
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Essays on diagnosis, constraint identification, and the patterns that keep appearing in B2B commercial performance. No schedule. No spam. Just substance.
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