Growth Strategy · 11 min read
Zero-Click Isn't a Traffic Problem. It's a CAC Reallocation Problem.
Google referrals to publishers fell 33% in 2025. AI Overviews cover 60% of US queries. Zero-click is a CAC reallocation problem, not a traffic one.
Growth Strategy · 9 min read
Competitive Displacement as a Primary Acquisition Motion
Takeout campaigns produce 80-day payback periods and 650% ROI on disciplined programs. At most B2B companies, 'compete' is a side project. The math says it shouldn't be.
Growth Strategy · 11 min read
Advocacy, Community, and Executive LinkedIn: Three Tier-0 Channels Marketing Mostly Ignores
Advocacy programs produce 3x referral pipeline. CLG drives 30–50% of pipeline at companies that build it. Founder LinkedIn now outperforms most paid channels. None of them sit in marketing at most companies.
Growth Strategy · 9 min read
Ecosystem-Led Growth as a Primary Acquisition Motion (Not a Press Release)
Partner-led revenue at leading B2B companies is now 30–50% of total. ELG overlay deals win 3.6x more often than cold direct. Most partner programs are organized for the opposite outcome.
Growth Strategy · 10 min read
The PLG Ceiling and the Sales-Assisted Transition
PLG works clean below $10K ACV and breaks above $50K. Most PLG-native companies stall at $10–50M ARR when enterprise buyers arrive. Adding sales is harder than it sounds.
Growth Strategy · 10 min read
ABM Tier-1 vs. ABM Theater (and Where AI SDRs Don't Help)
ABM headline numbers — 81% higher ROI, 39% Tier-1 win rates — assume real Tier-1 economics. Most companies are running list-based marketing on a thousand accounts and calling it ABM.
Growth Strategy · 5 min read
The Partner-Led Growth Attribution Framework
How to attribute revenue across partner-sourced, partner-influenced, and direct deals — with the tracking infrastructure, lift testing, and CAC logic that makes partner investment defensible.
Growth Strategy · 7 min read
Your Marketing Problem Is Probably a Business Strategy Problem
When marketing underperforms, changing campaigns is usually the wrong move. The real issue is upstream in strategy, alignment, or positioning.
Growth Strategy · 7 min read
What Consumer Goods Gets Right That SaaS Has Never Learned
CPG built rigorous measurement and launch systems over decades of thin margins. SaaS treats those lessons as irrelevant. That's an expensive assumption.
Growth Strategy · 8 min read
Brand vs Performance Is a False Choice
The industry forces you to pick brand or performance. But the most capital-efficient companies aren't choosing — they're using data to connect both.