Go to market Acceleration

Marketing, sales, business development and growth are streams within the go to market organisation. They are further sliced and diced into sub-streams which I won't be getting into. In essence, teams can be larger than product development.

While we have talked about the new SDLC (software development cycle) being more modular, how does the same progress unfold in go to market function.

Rory Sutherland posted a link to a blog post that had this meta structure in place.

This is easily the best one-page summary of marketing myopia I have yet seen. Off Kilter 237: Regeneration or Dilution?, by @pworthington https://t.co/dXjr0r4WVf

— Rory Sutherland (@rorysutherland) October 30, 2026

A lot of the marketing discourse and topics I get exposed to daily are on making the system efficient. Paul Worthington, who is the writer of the post focuses on the type of system we build to deliver both customer and company value.

It comes down to changing the focus from local maxima to global minima.

The regenerative system is focused on value creation and the process of doing it is covered more deeply in Paul's subsequent post, The Science of Customer value.

Peterson argues that marketing isn’t simply a collection of theories borrowed from other disciplines, but a body of knowledge that has evolved through their synthesis, where economics, psychology, sociology, anthropology, and numerous other fields have all contributed to our understanding of markets, exchange, and the people who participate in them.

There are multiple facets to marketing as mentioned above and all of them in purpose of delivering the economic value to customer while generating some for the company.

I am walking through this setup to establish the fact that AI technology requires theory. A narrative to frame the theory. Also, a system that helps communicate value to a customer while building value to the company.

In the system Paul proposed economics had multiple mentions and this is where business expertise comes into play in the B2B segment.

According to DiBello, the extracted mental model of business expertise consists of two bits: 1) a triad mental model of supply, demand and capital, and 2) a psychological construct called cognitive agility.Using Business triads as north star

So, the formulaic version of this is to use the theory of the products or solutions you offer to build a narrative of increasing expertise for your customers.

Marketing is the system that helps you build the value for the customer and the company.

With the use of the right agentic setup, most of the tactical execution can be optimised and refined. For instance take finding the right channel and format fit for lead generation. An agentic system can help optimise the channel that delivers conversions with its native format.

Economic value echoes louder when it addresses a trend in the broader discourse. In my domain, there is significant discourse about what the "rate" will be.

Marketing should be able to show the economic value that a customer could benefit from and situate the solution offered by us in the trend customers are tracking already.

In our previous example of freight, it would be to extract maximum operational leverage based on the market conditions.

This is counter to consumer where novelty, delight and user experience play a more prominent role over just pure economic value. It still exists but you can't market on it to customers and expect to communicate the value. Its lot more mimetic in the consumer side of things.

I have deliberately not dived into the weeds, its for the colleagues at my workplace for the time being. I am sure there are enough frameworks and tools to make this actionable irrespective of the team size.

Round up

Readwise Books Launchn

Readwise is a read later app that has an underlying theory for launching a new bookstore and app to help build a community around reading books.

They outlined this as a step 3 of their master plan and few from the community started writing how wonderful it is.

The post is long but it is a reading app, so fits the form.

In contrast take Instict, its an agent and you want people to not read about how it works but put it to work.

Both are banking on word of mouth to spread the adoption as I have shared both invites to people I know who would like these apps.

I am sharing consumer examples instead of B2B because of their general applicability.

How you remix it for B2B is where the skill lies based on the system we outlined earlier.

Links that resonated

The State of context Engineering

I will keep coming back to this topic because I spend a lot of time trying to refine the context that I pass on to an agent session.

Behind the horizon

Marcin is a prolific designer who thinks about design in all software. Take a look at this one which talks about endless grids and cells, and how it is handled in different software.

Sign off

I am slightly delayed in my publishing schedule. It was Diwali this weekend and I didn't want to spend writing this post.

A lot of discourse I see is moving away from building to diffusion as I covered in the previous issue but there is a gap in economic value being created.

Marketing and go to market functions are evolving to fill this gap to prime the customer to adopt and commit to change. I will writing more on this topic as well.

Singing off till next week,

Vivek , missed the festivities of Diwali but didn't miss the pollution everyone in India suffered