Latest Thinking

Your GTM Agency Can't Make This Decision. Only You Can.

If you are spending on a GTM agency while your pipeline stays flat, the agency is rarely the problem. The problem is upstream. You have not made the positioning and ICP decision the agency needs to execute. Agencies sell channel strategy and assume you arrive with the GTM decision already made. When you do not, they reach the wrong people efficiently and you conclude marketing does not work. The Positioning Ownership Line separates execution decisions you can delegate from ownership decisions only you can make. Those are who you sell to, who you refuse, and what you actually solve. Make that decision, on one page, validated against closed-won data, before you renew another retainer.