Notes on the operational side of go-to-market
We write about the parts of GTM that don't make the deck: the revenue operations, process design, and growth-systems work that determines whether a strategy actually ships. No fluff, no vendor pitches. Just what we've learned building and fixing these systems for B2B and DTC teams.
The Revenue Operations Audit to Run Before Your Next Board Meeting
Sales, marketing, and finance walk into the same board meeting with three different pipeline numbers. Here's the CRM data, attribution, and dashboard audit we run to find out which one's actually right, and why fixing the dashboard first only makes the wrong number look more official.
Why Your Website Redesign Keeps Not Fixing Anything
A redesign can fix how a message looks. It can't fix a message that was never clear. Here's the three-second test we use to tell whether a website needs a designer or a positioning conversation first.
When to Turn a Manual Process Into Software (and When Not To)
Not every recurring engagement is ready to become a product. Here's how we decide internally at Chalk Theory Labs, and why automating the judgment calls too early is worse than not automating at all.
Why Your First AE Comp Plan Should Not Have a Variable Component (And What to Use Instead)
Founders spend their energy debating the base/variable split. The real problem happened earlier: a quota with no real basis for the number. Here's what to pay against instead until you have the data to size a quota honestly.
The 90-Day Ceiling: Why GA4 and Google Ads Can't See the Start of Your Sales Cycle
GA4 and Google Ads cap out at a 90-day attribution window. On a committee-driven B2B sales cycle, that ceiling doesn't underweight your top-of-funnel channels. It erases them entirely.
A GTM Framework for B2B SaaS at Series A
Most Series A teams don't actually have a positioning problem. They have a sequencing problem: running channel, pricing, and sales-motion experiments all at once with no shared read on what's working. Here's the framework we use to order those decisions so each one teaches you something the next one can use, instead of just adding to the noise.
The Performance Marketing Metrics That Actually Predict Growth
Most dashboards report whatever's easiest to pull, not what tells you what happens next quarter. We walk through the small set of leading indicators we actually track in client engagements, and why teams that chase CAC in isolation usually end up worse off six months later.
Not sure if it's positioning, ops, or acquisition?
We find which one is actually broken, then scope the fix.