Concepts
The ideas the essays keep coming back to, each defined in a sentence and traced to the essay that develops it.
- GTM Alpha
- GTM Alpha is the difference between the market’s standard of execution and the proprietary way your company goes to market.
- Shadow CMO organization
- The Shadow CMO organization is a blank-page design of the marketing function: how you would fulfill the CMO role from scratch, with zero headcount, zero infrastructure and no legacy commitments, architected around what AI can do now and adding humans only where they are genuinely needed and uniquely valuable.
- GTM OS
- A GTM OS is the internal platform, built and run as a product, through which an AI-native go-to-market function operates: its workflows, automations and agents live in one governed system, so alignment between sales, marketing and customer success is architectural rather than orchestrated.
- Time to Market Expression
- Time to Market Expression is a go-to-market metric: how long it takes from a meaningful product capability becoming real to that capability being properly expressed to the market, meaning a buyer can understand it, experience it and buy it, sales can demonstrate it, and the website represents it accurately.