Marketing
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You land a pilot with a major Big Tech company. Big logo. Big potential. Big headache. At first, it’s all smooth: great meetings, strong internal champion, alignment on value. But then procurement enters the chat—and everything slows to a crawl. Security reviews that want your SOC 2 and your server room floorplan. Legal clauses written for multinationals.…
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Most churn interviews start with good intent and go nowhere. The customer gives polite feedback. You nod. Nothing changes. Or worse, they get defensive. The real reasons stay buried under phrases like “just not the right fit right now.” If you want to learn something useful, you need to approach it differently. Less like an…
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You’re pivoting. Not a tweak, not a new feature, an actual shift. Different persona, tighter ICP, maybe a whole new motion. It’s the right move. But now you’ve got a problem: a user base that signed up for something else. Frame the Pivot, Don’t Apologise Internally, you’re calling it a pivot. Externally, it’s focus. It’s…
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Every startup begins with good intentions: transparency, alignment, shared energy. Then the calendar fills up. One hour syncs for everything. Status updates become status theatre. And the signal gets lost in the noise. The fix isn’t another tool. It’s a shorter meeting. The 15 minute stand up isn’t just about brevity. It’s about culture. Speed.…
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Most teams treat latency like plumbing. It’s there, it matters, but no one wants to talk about it. That’s a miss. In security, infra, and dev tooling, milliseconds close deals, if you know how to show it. Latency isn’t just a technical stat. It’s user experience. It’s incident response. It’s trust. If your product catches…
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Here’s your article—grounded, direct, and focused on making dashboards that don’t just exist, but get used: Building a Metrics Dashboard the Whole Company Actually Checks Most startups have a dashboard. Few have one people actually look at. You know the type—built in a rush, linked once in Slack, never updated. The marketing team has their…
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Most standards land with a thud. This one matters. ISO/IEC 42001 is the first international spec that tries to wrangle AI management into something repeatable. It’s not a checklist. It’s a signal. That AI isn’t a lab project anymore. It’s infrastructure. And it needs to be managed like it. But here’s the catch, it’s not…
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Building a Sales-Engineer Academy on a Budget, Fast
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2 min read
You don’t need a full LMS and six-figure budget to train SEs. You need clarity, consistency, and content that doesn’t waste their time. We had to scale technical sales enablement with no headcount, no platform, and new hires can land easily. Here’s how; Start with the Demo Story What should every SE be able to…
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Most SaaS teams track logins and call it “engagement.” But if you want real expansion revenue, that’s not enough. Upsells don’t come from active users. They come from active use of the right features. That’s where feature adoption scoring comes in. What Is Feature Adoption Scoring? It’s a system that scores accounts based on how deeply they…
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Your style is sharp and lived-in — punchy, with a good sense of rhythm. Here’s a lightly corrected version that keeps your tone intact while tightening the grammar and flow: We once spent £XX,000 sponsoring a virtual cybersecurity summit. The result? A spreadsheet of 400 “leads,” 90% of whom never opened our follow-up emails. That…