Writing & evidence
Insights
Three formats, one standard: essays from commercial practice, exhibits that show the numbers, and research notes that test both against evidence.
The essays
Journal →
Long-form analysis of pricing, go-to-market and the choices that make growth compound.
The evidence
Exhibits →
The tables and figures behind the essays, with sources and context attached.
The cases
Case Studies →
Decision-focused readings of bottlenecks, pricing choices and post-merger integration.
The research
Publications →
Working papers and research outputs, with status stated plainly.
The focus this week
Two pages worth a closer read.
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Revenue operations & AI What AI actually changes in revenue operations Two field experiments and a staggered rollout. Two of the harms an average cannot see; the third it records as an improvement. Read the page → -
Growth that compounds The incrementality illusion Why attribution dashboards can report phantom returns while holdout tests find little or no lift, and how to size causal measurement. Read the page →
Published
Latest essays.
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Revenue operations & AI What are forecast categories? Names need stable decision rules Forecast categories are decision labels, not universal probabilities. Define the evidence, inclusion rule, denominator, and outcome behind each name. 6 September 2026 4 min Read the essay → -
From the research bench What are parallel trends? The assumption behind difference-in-differences Parallel trends is a counterfactual assumption, not a pre-trend badge. Declare the estimand, timing, overlap, and sensitivity before interpreting DiD. 6 September 2026 4 min Read the essay → -
Revenue operations & AI What are sales enablement metrics? Measure behavior change before activity Sales enablement metrics should follow adoption into behavior and outcome. Count content and training only after the decision path is declared. 6 September 2026 4 min Read the essay → -
Go-to-market & pricing What is a price corridor? A defensible range before a point price A price corridor sets a reviewable range before a point price. Declare reference, floor, ceiling, authority, exceptions, and evidence. 6 September 2026 4 min Read the essay → -
Revenue operations & AI What is a product-qualified lead? Product use is not buying intent A product-qualified lead crosses a declared product-use threshold in a named window. Preserve grain, event, exclusions, handoff, and later outcome. 6 September 2026 7 min Read the essay → -
Revenue operations & AI What is a revenue process? The handoffs that make the funnel measurable A revenue process is a sequence of states, decisions, and handoffs with evidence, owners, acceptance events, and outcomes. 6 September 2026 13 min Read the essay →
