▸ LEARN · GTM CONCEPTS

The concepts, explained

Clear, no-fluff explainers of the B2B go-to-market concepts that matter, and how to turn each one into a working system.

EXPLAINERS

Pick a concept

Each one: a snippet-clear definition, why it matters, the playbook, and how to build it.

CONCEPT

Self-Reported Attribution

Multi-touch attribution misses the dark funnel. Asking buyers “how did you hear about us?” catches it, but only works when you pair it with the signal data to verify and act.

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CONCEPT

Lead-to-Account Matching

New leads are worthless if they're not connected to the right account and routed to the right rep. Here's the process, and how to automate it down to seconds.

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CONCEPT

Founder-Led Sales

In early B2B, the founder is the best closer. The trap is that it stays in the founder's head. Here's how to run founder-led sales as a repeatable system you can later hand off.

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CONCEPT

Rank in AI Overviews

AI Overviews now answer a majority of searches before the click. Here's how to become a source they cite, not a link they skip.

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CONCEPT

Topical Authority for AI

AI engines cite sources they consider authoritative on a topic. Scattered content won't cut it, you need deliberate, structured depth. Here's how to build it.

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