Insights
Decisions Technical B2B Companies Face.
Marketing leadership, technical positioning, enterprise adoption and trust, and the use of AI between strategy and execution.
Published work
Category, Program, and Feature Launches.
Two live articles on the companies' own sites, and one portfolio page for an Onum article whose original is no longer online.
Category narrative
Adaptive Financial Infrastructure — Category Article
Explains the category narrative behind XYB's platform.
XYB · August 2026Live article
Privacy & compliance program launch
EU Data Residency Launch Announcement
Introduced EU Data Residency to Miro's enterprise customers.
Miro · January 2023Live article
Feature launch
Streamlining Data Observability with Onum’s Pipeline Management Improvements
Pipeline management improvements, explained through the administrator's daily workflow.
Onum · November 2024Portfolio page
Themes
The Questions This Writing Addresses.
- Building and adapting Marketing
- What should the first Marketing leader build first in a technical B2B company?
- Technical positioning and commercialization
- How does architecture become a buying argument?
- Enterprise adoption
- What changes when a product-led company expands enterprise selling?
- Enterprise trust
- When do security, privacy, and data residency become commercial requirements?
- Leadership decisions
- Permanent, fractional, or advisory: which responsibility does the company need?
- AI-assisted Marketing
- Where does AI connect Marketing strategy with execution, and where does judgment remain essential?
Discuss the Situation Your Company Is In.
What the company needs, the responsibility you are considering, and the timing — that is enough to start.