Field Notes
What broke, what it cost, and what to do instead.
Every note comes from work done inside a B2B go-to-market organization, anonymized, and carries the number it rests on plus the case it can be traced to.
AI that actually runs
- The follow-up sequence that was built, and never sentI ran the first evaluation anybody had done on a live campaign.3 min read
- Why nobody uses the AI seats you boughtIn one organization with 62 AI seats, four people used one on a normal day.4 min read
- A scheduled process can fail for a week and still look fineA scheduled routine of mine produced nothing for six working days, stayed visible in the list of scheduled jobs, and reported no error.3 min read
The data underneath it
Most teams call this a data quality problem and reach for a cleanup. The cleanup rarely helps, because the fields are populated. What is wrong is that a field means something other than what its name says, and that the filter behaves differently on empty values than the person building the list expected.
So every list built on it is plausible and wrong, and nothing tells you, because there is no second number to check the first one against.
- How many of your closed won deals were actually new logos372 deals closed in 90 days.4 min read
- Check the fill rate before you build routing on a fieldRouting and reporting in our CRM were both built on the field naming the account executive.4 min read
- Scored as a good fit, with nobody on the record to contact229 companies came through ICP scoring as a fit, and 143 of them had no contact on the record at all.4 min read
- Why a market size number can be out by a factor of 12A memo going to the board put market coverage at 86 percent.3 min read
- How many of your enriched contacts are actually decision makersI ran contact discovery on 10 companies.6 min read
The work it does
- How much of your organic traffic is just your brand nameI pulled 28 days of search data on one B2B site with four years of content behind it, split by whether the query contained the brand name.3 min read
- The decision makers sitting on your best worked accountsOn 19 accounts that had absorbed 431 logged touches and 288 calls between them, about 43 named decision makers had never been contacted on any channel.4 min read
- Why your team works some accounts by phone only183 accounts had only ever been called.4 min read