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Achim’s Razor
Weekly, on GTM effectiveness, AI adoption, and the evidence your CFO can actually check.
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Strategy
Execution
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Articles
Insight
Better At vs. Better Than: How GTM Teams Get Out of Their Own Way
Learn how GTM teams stop tripping over each other by shifting from ego to impact. Better At vs. Better Than—what mindset drives growth?
June 3, 2025
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3 min read
Strategy
Bayesian ≠ Causal: Why GTM Metrics Still Miss the Mark
Most B2B GTM teams confuse correlation with causation. Learn how Bayesian and causal models differ and how to measure what actually drives results.
May 27, 2025
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4 min read
Proof Analytics, Bayesian modeling, attribution
Strategy
How Bayesian Models Measure Brand Impact Before Buyers Click
Bayesian models show what moved buyers before they clicked. Learn how to prove brand impact and fix last-touch bias in your B2B attribution strategy.
May 19, 2025
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5 min read
Bayesian modeling, brand familiarity, interaction effects, marketing attribution
Strategy
The End of MQLs Part 5: Better Questions Produce Better Results
Most GTM teams ask the wrong questions. Learn how better questions lead to brand trust, better signals, and real pipeline in B2B tech.
May 6, 2025
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4 min read
Buyer Experience Report, Kerry Cunningham, Proof Causal Advisory
Strategy
The End of MQLs Part 4: The Time Lag No One Talks About
Learn why B2B marketing often takes 6–18 months to show results, how time lag impacts metrics, and how leaders can reset expectations.
April 29, 2025
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4 min read
Proof Analytics, pipeline
Execution
The End of MQLs Part 3: Become the Brand Buyers Remember
Buyers pick vendors early. Learn how brand-building earns trust, reduces risk, and keeps you top-of-mind before deals ever begin.
April 22, 2025
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3 min read
Forrester, McKinsey
Strategy
The End of MQLs Part 2: Real Buying Signals
Discover how to identify and act on genuine B2B buying signals. Learn strategies to replace MQLs with intent-based marketing for better sales outcomes
April 15, 2025
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4 min read
Buyer Experience Report, Proof Analytics, forecast, pipeline, procurement
Strategy
The End of MQLs Part 1: Why MQLs Don’t Work
MQLs have never worked. This article breaks down why they fail, what works instead, and how B2B marketers should measure true buying intent and revenue impact.
April 8, 2025
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3 min read
Forrester, Kerry Cunningham, Proof Analytics
Insight
AI Accountability Part 3: What Executives Must Know Now
The Delaware 2023 ruling changed the game. Learn how AI oversight is now a legal risk and what C-suite leaders must do to protect their roles and reputations.
March 31, 2025
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4 min read
Delaware Chancery Court, Proof Analytics
Execution
Why GTM Metrics Fail & How to Fix Them for Growth
Most GTM metrics fail to explain why revenue grows or stalls. Learn which metrics actually matter and how causal AI improves forecasts.
March 24, 2025
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4 min read
Forrester, Proof Analytics, pipeline
Insight
AI Accountability Part 2: Delaware Ruling & C-Suite Liability
The Delaware Chancery Court Ruling of 2023 expands fiduciary duty. CMOs, CROs & CDAOs are now liable. AI exposes risks—leaders must act now.
March 17, 2025
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3 min read
Proof Analytics
Insight
AI Accountability Part 1: Why Every Executive Is On The Hook
AI is making executives personally liable for data governance. Learn how AI-driven audits and legal rulings are reshaping leadership risk.
March 10, 2025
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3 min read
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