From Trail to Takeaway, each episode starts with a business question, ends with a leadership takeaway, and fits a G-R-O-W-T-H stage.
Gauge
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Your ICP Has Gone Stale: How to Refocus Your Market and Sharpen Your Positioning
Dusty can catch a scent during one of our walks and become completely committed to following it. Business question: Is our ideal customer profile still the right target as the market and buyer priorities change?Leadership takeaway: Revisit the ICP with cross-functional evidence so the company focuses on customers it can win and serve well.Framework fit:…
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Your TAM Is Probably Lying to You
Understanding TAM vs SAM vs SOM is not just a market-sizing exercise Business question: How should leadership define a target account market that can actually be served? Leadership takeaway: Align growth investment to the accounts your team can win rather than a headline market size. Framework fit: Gauge. Use TAM, SAM, and SOM to test…
Route
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Your GTM Strategy Has Too Many Routes
How to Choose the Right Go-to-Market Motions for Growth Business question: Which go-to-market motions deserve investment when too many routes compete for resources? Leadership takeaway: Focus the team on a small number of routes that fit the destination, buyers, economics, and capacity. Framework fit: Route. Choose the growth path that matches the business model and…
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Future-Back Growth Strategy: Turn the Map Around Before You Execute
Most companies are surprisingly quick to start fixing growth problems. Business question: Where exactly are we trying to go before we start fixing growth problems?Leadership takeaway: Define the future state first, then work backward to the capabilities, constraints, and actions required.Framework fit: Route. Turn the destination into a clear path and sequence of priorities.Related article:…
Operate
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Your AI Strategy Is Only as Good as the Data It Cannot Find
Business question: How can leadership make AI investment useful when the data foundation is incomplete? Leadership takeaway: Treat context and data quality as leadership responsibilities before scaling AI. Framework fit: Operate. Build the operating discipline that gives AI reliable context. Related article: This post is the article. Companies are racing to deploy artificial intelligence across…
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Your Revenue Team Is Not a Team If Everyone Is Running a Different Play
Business question: How can one revenue team turn broken handoffs into a clear path to growth? Leadership takeaway: Align marketing, sales, and customer teams around one shared customer journey. Framework fit: Operate. Build the handoffs and shared playbook that make execution consistent. Related article: This post is the article. How the Gauge Stage of the…
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The Butterfly Effect of GTM: How Small Operational Fixes Compound Into ARR
Walking the Dogs – Episode 4 – The Butterfly Effect of GTM: How Small Operational Fixes Compound Into ARR
Win
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Your Marketing Doesn’t Have a Campaign Problem. It Has a Priority Problem.
Business question: How can marketing leaders focus campaigns on the outcomes that matter most? Leadership takeaway: Give every campaign one measurable business outcome so priorities stay clear. Framework fit: Win. Direct marketing effort toward the opportunities most likely to create growth. Related article: This post is the article. Why every campaign should have one job,…
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Chasing CAC? You Might Be Walking the Wrong GTM Dog
Chasing CAC? You Might Be Walking the Wrong GTM Dog | Walking the Dogs Ep. 1 Business question: How can leadership reduce customer acquisition cost without chasing the wrong growth motion? Leadership takeaway: Choose a go-to-market path that fits the customer, offer, and capacity before optimizing CAC. Framework fit: Win. Focus growth effort on the…
Track
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How to Measure Brand Marketing: From Brand Vibes to Numbers on the Scoreboard
Brand does not have a measurement problem. Business question: How do we measure brand marketing by its effect on the right audience and business outcomes?Leadership takeaway: Align brand, demand, sales, and finance on a shared scoreboard before campaigns launch.Framework fit: Track. Define baselines, leading indicators, owners, and review cadence that connect to growth.Related article: This…
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Your Teams Can Hit Every KPI and Still Miss the Growth Goal
Marketing generated 5,000 leads. Business question: Why can every team hit its KPI while the company still misses the growth goal?Leadership takeaway: Align every function to one shared business outcome instead of optimizing disconnected activity.Framework fit: Track. Choose a North Star metric and connect supporting measures to it.Related article: This post is the article. Sales…
Habit
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Why Your Dashboard Is Not a Growth Diagnosis
Business question: How can leaders tell when a dashboard needs a growth diagnosis rather than another KPI? Leadership takeaway: Use evidence to identify the constraint that the team can realistically address. Framework fit: Habit. Make diagnosis a repeatable leadership practice before changing tactics. Related article: This post is the article. Most companies do not have…
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Get to SAM Quickly:
Why SaaS Growth Starts With the Right Accounts, Not More Accounts Business question: How can leadership narrow a broad market into a focused path to growth? Leadership takeaway: Build the habit of defining the relevant market before scaling growth activity. Framework fit: Habit. Make market definition a repeatable discipline for better growth decisions. Related article:…