All Articles Revenue thinking,
Revenue thinking,
written down.
Weekly essays on CRO, B2B sales, go-to-market, and the decisions that compound into growth.
Why B2B Startups Confuse Pipeline with Revenue
Most early-stage B2B teams celebrate a full pipeline. The CRO job is to turn that celebration into cash. Here's the gap most companies never close.
The First 90 Days as CRO: What Most Get Wrong
New CROs arrive with a mandate to grow revenue. Many leave within 18 months. The difference usually comes down to what they do — and don't do — in the first three months.
ICP Is Not a Target Market
Most B2B startups treat ICP as a demographic filter. The ones that grow fastest use it as a precision tool for every revenue decision.