Thinking out loud about B2B growth

Sales questions lead quality. Marketing defends volume. Leadership wonders why strong MQL performance isn't translating into pipeline. The problem isn't the metric. It's the implementation.

ABM failures almost never trace back to execution. The campaigns run. The content lands. Sales shows up to the kickoff call, nodding along. The problem is almost always foundational, and by the time anyone notices, months of budget are already spent.

After hiring dozens of demand gen marketers, I've stopped caring about certifications. Here's what I actually screen for, and the questions I use to find it.

No brand, no budget, no playbook. Here's how to build a demand generation motion from zero when you're resource-constrained and every experiment has to count.