From Bare Strategy

Writing

One idea at a time. New every week.

Product Marketing · December 25, 2025 · 8 min read

Voice of Customer research: how PMMs build messaging that actually converts

Most B2B messaging is written from the inside out, in the language of the people who built the product. Voice of Customer research is how we get the buyer's own sentences instead. Talk to wins, losses, and near-misses. Mine tickets, reviews, and recorded sales calls for the words buyers use before they know our category exists. File the raw quotes in a language bank. Then run the highlighter test on the page we already published. A buyer who hears her own sentence come back to her feels understood, and understood buyers buy.

voice-of-customer product-marketing messaging customer-research B2B-SaaS

Go-to-Market · December 18, 2025 · 7 min read

The GTM alignment playbook: how PMMs bridge product, marketing, and sales

Product, marketing, and sales each end up serving a slightly different customer, and every one of them is optimizing correctly. That's the three-customer company, and it's the default state at every ARR level. Alignment doesn't arrive through a mandate or a bigger meeting. It comes from one findable positioning document, a room before every ship, a working loop back from the field, shared numbers nobody can move alone, and a PMM useful enough that people reach for the story instead of writing their own.

go-to-market product-marketing GTM-alignment B2B-SaaS sales-and-marketing

Go-to-Market Strategy · December 11, 2025 · 7 min read

Your pricing page is a sales rep. Most companies treat it like fine print.

The pricing page is the highest-intent page we own, and most of us hand it to design and finance. It answers how much while the buyer is asking whether it's worth it. Name the tiers for the buyer, anchor on the middle option, put the proof next to the price, and answer the objection before it gets typed into a chat window.

PMM

Go-to-Market Strategy · December 4, 2025 · 7 min read

Sales enablement that actually enables sales: a PMM's playbook

We build enablement at a desk, from product specs and analyst notes, organized the way we understand the market. Then we hand it to a rep who has ninety seconds before a prospect says a competitor's name. That gap is why the folder stays closed. Build for the moments reps are actually in, keep it in one findable place, and read what comes back as a live signal on whether the positioning is holding.

sales-enablement product-marketing go-to-market battle-cards B2B-SaaS

Strategy · November 27, 2025 · 7 min read

Competitive positioning in crowded markets

In a crowded market, "better" is the claim every competitor already makes, and saying it hands the leader the terms of the comparison. A position stated as a comparison is borrowed, and the rent comes due. Start from the job the buyer is hiring the product to do, then pick one fight and stay in it. Head-to-head, flanking, differentiation, or a category we name ourselves.

PMM

Competitive Strategy · November 20, 2025 · 7 min read

Win/loss analysis: the PMM's most underused revenue weapon

Every lost deal has a reason that's safe to say and a reason that's true. Price is almost always the safe one, and it's the one that lands in the CRM and shapes the roadmap. Win/loss analysis is a structured program of interviewing buyers after the decision, with someone neutral asking about the process instead of the product. Two to four a month, tagged the same way every time, routed to product and sales so it doesn't die in a deck.

PMM

The newsletter

One idea in your inbox, every week.

No sequences, no funnels.