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The day job · Enterprise go-to-market

Practice

Enterprise GTM Practice

The problem
Revenue teams forecast against personas while the decision is being made by a group nobody has fully mapped.
The approach
Customer voice, technology intent, account intelligence, and the unglamorous work of figuring out who actually decides.
Where it stands
The day work, and the source of most of what I write. Client detail stays private.

2018 to now

This is the day job. Most of what I write starts in a forecast call where the number is wrong, everyone knows why, and nobody says it.

What I work on

Customer voice and how it survives the trip from a call recording to a strategy deck. Technology intent and what it actually predicts. Account intelligence at the level of a specific committee rather than a segment. Buying group mapping, which is the least glamorous and highest leverage work in enterprise sales.

What transfers

Most pipeline problems are trust problems with a spreadsheet in front of them. The best predictor of a closed deal is whether the buyer can explain your value to a colleague without you in the room.

Client work is confidential. The patterns are not.

The Evidence-to-Confidence Loop

Evidence shapes the story before a seller arrives. Judgment helps the decision survive after the conversation ends.

  1. 01Customer evidence

    Reviews, calls, and what buyers actually say.

  2. 02AI representation

    How that evidence is summarized into an answer.

  3. 03Buyer perception

    The story a buying group inherits before contact.

  4. 04Human judgment

    The seller helping the group weigh risk out loud.

  5. 05Decision confidence

    A decision that survives the rooms that follow.

  6. 06New customer evidence

    The outcome becomes the next round of evidence.

Loop · evidence 01 → 06 → evidence 01

A closed loop in six stages: customer evidence feeds AI representation, which shapes buyer perception, which meets human judgment, which produces decision confidence, which creates new customer evidence and returns to the start.

Selected public work

  • IVRIS TechAugust 2026

    B2B Buying Decisions: How Sellers Build Confidence

    Why a seller's value is shifting from supplying information to helping a buying group build confidence, reduce risk, and carry the decision through the rooms that follow.

    Read at IVRIS Tech
  • HG InsightsApril 2026

    From Reviews to Representation: Customer Voice in the Age of AI

    Why customer reviews are moving from late-stage validation to early-stage representation inside AI-generated answers.

    Read at HG Insights
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