Writings · The Marchitect
Field notes on marketing as an asset, and the work of preparing for exit.
Short pieces. Real situations. The kind of writing I would have wanted to read 35 years ago.
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MQL vs SQL: the line nobody in your funnel has actually drawn.
Why the undefined handoff between marketing and sales is where B2B pipeline actually leaks.
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Most startup marketing strategy is tactics wearing a costume.
The order that separates founders who scale from founders who just spend.
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Channels change every eighteen months. Two things never do.
After 35+ years in marketing, here's what actually stays constant.
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The marketing due diligence playbook your buyer already has.
The eight parts of the document your buyer's analyst expects to see, and why most founders only have two of them written down.
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What your buyer's analyst is actually looking for.
Six lines on the marketing tab of the CIM that move valuation by half a turn.