GTM Strategy6 min read
The GTM Gap: Why Good Products Fail to Gain Traction
A strong product with a weak go-to-market strategy will lose to a weaker product with a clear one. Here is what the gap looks like and how to close it.
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Insights — Brand Cocoon
Insights
Thinking On Growth, Strategy And Market Leadership.
Perspectives on positioning, product marketing, go-to-market strategy, and the patterns that separate organisations that grow from those that stall.
Product Marketing4 min read
Product Marketing Is Not a Launch Function
Treating product marketing as a launch-time activity is one of the most common and costly mistakes in B2B. The real work happens long before and long after the launch.
Read articleStrategy4 min read
The Founder-Led Advantage in B2B Advisory
When the person who does the work is also the person who takes the brief, something changes in the quality of the output. Here is why founder-led advisory produces better outcomes.
Read articlePositioning7 min read
Category Creation vs Category Entry: Choosing the Right Strategy
Creating a new category is the highest-risk, highest-reward positioning strategy available to a B2B company. Most companies should not attempt it. Here is how to decide.
Read articleProduct Marketing5 min read
What Sales Enablement Actually Means
Sales enablement is one of the most misused terms in B2B. Most companies treat it as asset production. The ones that get it right treat it as a system.
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