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Field notes

What we are seeing in the field.

Short, opinionated takes on GTM, outbound, RevOps, and how the stack is changing. Written by operators, not analysts.

Strategy28 April 20264 min read

GTM is no longer a playbook. It is a system.

Most advisors will hand you a playbook. A playbook breaks the moment a market shifts. A system adapts.

Outbound22 April 20265 min read

Outbound did not die. It got commoditised.

Automated outbound at scale broke. What still works is hyper-targeted, multi-domain, and orchestrated by something smarter than a sequence builder.

Systems14 April 20264 min read

If your CRM is the source of truth, your GTM is broken.

CRM stores what humans typed. Clay stores what is true. Most stacks have those two reversed.