Reference
Glossary
The positioning, messaging and go-to-market terms founders actually argue about. Every entry is a full article, not a one-line definition.
- Product Marketing DATE Framework The DATE framework is a four-step marketing planning method, diagnose, analyze, take a different path, experiment, that forces you to name the growth constraint before choosing a channel. 6 min read Read
- Positioning GTM Consulting GTM consulting, short for go-to-market consulting, is paid outside help with four decisions: who you sell to, what you say to them, what you charge, and how it reaches them. Some firms stop at the strategy. Most of a monthly fee is execution. 8 min read Read
- Messaging Negative Marketing Negative marketing is messaging built around what the buyer should reject rather than what they should want: a competitor, an old way of working, or the decision to change nothing. 5 min read Read
- Product Marketing Product Marketing Manager A product marketing manager owns how a product reaches its market: the category it is filed under, the buyer it targets, the message it leads with and the channels it is sold through. The role sits between product, sales and marketing and is measured on adoption and pipeline. 9 min read Read
- Sales Win Loss Analysis Win loss analysis is the practice of interviewing buyers after a deal closes or dies to learn what actually decided it, rather than recording a loss reason a seller guessed at. 8 min read Read