Field notes

Perspectives
from the field.

Insights, research, and operating notes on what actually moves B2B growth. Written by the people doing the work.

Featured
16 July 2026

Do you have a confidence gap? Why most B2B teams think they have an ICP, but in reality don't

Most B2B teams believe their ICP is nailed in, until you ask to see the scoring logic behind it. Buying groups have grown past twenty people, yet most ICPs haven't been touched in years.

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Marcus Hiles Strategy
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Your value proposition doesn't need a multiverse, but a canon would be helpful

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How to use buyer personas to drive consensus across complex B2B purchases

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