Category
Strategy and research: positioning, pricing, and the proof behind them
Positioning, pricing, market research and competitor analysis. The work that happens before the first page gets written: what the market will pay, who is already there, and which claims you can support when someone asks for the source.
30 articles
AI Market Research: How to Run Research That Actually Informs Strategy (2026)
Your team just spent six weeks and $40,000 on market research that confirmed what you already suspected in week one — and the deck is so dense that the pricing decision it was meant to settle depends on which slide you're looking at. The research was fine. The synthesis was the failure. Meanwhile, 89% of researchers now use AI tools, and enterprise AI spend just jumped 47% in a single year. So what does market research actually look like when the AI layer does the synthesizing — and which parts of your workflow should stay human?
Martin J.StrategySep 2, 2026GTM Engineering: What It Is and How Marketing Teams Use It in 2026
"GTM engineer" has become one of the fastest-growing job titles in go-to-market — and almost nobody can explain what the person actually does. Companies are posting six-figure salaries for a role most of them couldn't define six months ago. Marketing teams watch and wonder whether they're supposed to hire one, become one, or ignore the whole thing. Meanwhile, the practice behind the title is quietly becoming the default way serious B2B teams run revenue. The absurd part: the people posting these jobs rarely understand them either — the title spread faster than the definition. So the question you should be asking isn't "should we hire a GTM engineer?" It's what exactly they're building, and how much of it your team could build without the hire.
Martin J.StrategySep 2, 2026Marketing Campaign Template: Plan, Launch, and Report in One Place (2026)
The template at the top of Google is a lead magnet with a signup wall, not a campaign structure. The eight sections that actually run a campaign have been the same for twenty years, and the three most important ones are the ones every vendor quietly leaves out: KPIs, reporting cadence, and post-mortem. Those are where campaigns die. Your next launch will hit every milestone on paper and still miss the number, because nothing in your analytics shows the handoffs breaking. So which handoff is going to break first in your campaign?
Martin J.StrategyAug 31, 2026Competitor Research Template: The AI-Ready Competitive Analysis Kit (2026)
You can download a competitor research template in thirty seconds. Most stay empty — they capture what competitors *are*, not what they're *doing*. In 2026, that includes who AI answers recommend instead of you — does your template catch that?
Martin J.StrategyAug 31, 2026
Manage Google Ads Smarter With AI.
Marketing Development Funds (MDF): What They Are and How to Use Them
Most channel partners qualify for MDF but never claim it. Why? Not because the money isn't there — vendors allocate billions every year. The real barrier is knowing how to propose, execute, and document campaigns in a way that actually gets approved.
Martin J.StrategyJul 5, 2026Segmentation, Targeting, Positioning: The STP Marketing Framework Explained
Most marketing teams can explain the STP framework. Almost none use it correctly. What's the actual difference between a segment and a target audience — and why does it matter so much for your campaigns? The answer is more specific than you'd expect.
Martin J.StrategyJul 5, 2026
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