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Field notes from the open water

Long-form thinking and conversations on building predictable B2B growth.

Issue 1 · Spring 2026

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Featured

The lead story

Sales Strategy

Kreel HutchinsonNovember 4, 2026

B2B sales process design: remove friction from first call to close

Design a B2B sales process around buyer jobs: diagnose stage friction, blend digital and human touchpoints, and track the metrics that actually lift win rates.

13 min readRead

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The blog

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Demand Generation

B2B demand generation strategy: build a full-funnel growth plan

A practical B2B demand generation strategy for CMOs: create demand early, pick channels by buying stage, and tie engagement to qualified pipeline.

October 30, 2026 15 min read

B2B Marketing

B2B account-based marketing strategy: plays that convert accounts

Build an account-based marketing strategy that converts target accounts: tier the list, match offers to the buying group, and measure real pipeline impact.

October 30, 2026 13 min read

Customer Research

B2B voice of customer research: turn feedback into better offers

B2B voice of customer research turns scattered feedback into sharper positioning, packaging, and delivery decisions your revenue team can actually use.

October 28, 2026 13 min read

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