Things we’re thinking about.
Marketing, growth and the businesses trying to make both work.
Some of what we publish comes directly from questions we’re working through with clients. Other pieces start with something one of us can’t stop thinking about.
We write about positioning, propositions, client behaviour, growth, AI, marketing organisations and what happens when conventional marketing wisdom stops being useful.
Articles & Insights
Practical, trending and thought-provoking analysis on positioning, growth and AI.
Drowning in Abundance
When everything is available, what becomes valuable? As AI solves tasks at scale, human judgement, strategic clarity and positioning become the true differentiators.
Read articleInterview Patrick Ide with Netherlands-British Chamber of Commerce
Patrick Ide discusses how Grndworx helps leadership teams cut through commercial complexity and translate strategy into measurable outcomes.
Read interviewClient Insight and the Case for Marketing
Customer insight is one of the most politically consequential capabilities a B2B organisation can build. Why its underdevelopment is a power problem, not a capability failure.
Read articleThe Growth Opportunity for Marketing: From Campaign Performance to Business Impact
Why marketing teams meet campaign targets yet struggle to earn recognition for commercial contribution — and how to bridge the gap.
Read articleAI Search: Beyond the Hype — Driving Real Business Outcomes
How AI-powered search is reshaping discovery and digital intelligence, and how B2B brands can leverage AI visibility for commercial growth.
Read articleClient Insight and the Sales Default — Why the Easy Answer Is the Wrong One
Why customer insight remains underdeveloped in 80% of B2B organisations: not analytical complexity, but organisational politics and sales assumptions.
Read articleThe State of Customer Insight in B2B — What the Evidence Actually Shows
Most B2B organisations believe they understand their customers. The research reveals a much larger gap between belief and reality than leadership teams realise.
Read articleBenchmarking vs. Corporate Punk
How benchmarking improves performance but can limit innovation. Why settling for industry norms holds back forward-thinking commercial growth.
Read articleAre B2B Marketers Ditching Brand for Fast Cash?
The tension between short-term performance pressure and long-term brand building, and why sustainable growth requires renewed brand investment.
Read articleThe Real Impact of AI on Workload
AI boosts efficiency and personalisation, but doesn’t necessarily lighten the load. How AI demands new skills, strategy, and strategic focus.
Read articleUnleashing Marketers’ Agility: The Power of Collaborative Solutions
How combining AI technology with smart senior collaboration enables marketing teams to boost creativity, focus, and commercial efficiency.
Read articleAre Your Clients Changing Faster Than You?
B2B decision-makers are evolving fast with younger, tech-savvy leaders demanding authentic content. How marketers can adapt to stay ahead.
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Whitepapers & In-depth Reports
Comprehensive whitepapers grounded in research across B2B marketing, customer insight and product strategy.
Who Should Own Customer Insight in B2B?
Cuts through the debate with evidence from BCG, Bain, McKinsey, Gartner, Forrester, and Deloitte. Why sales-sourced insight systematically misleads and what structures work.
Download PDFContent That Counts
B2B content is everywhere — most of it sounds the same and fades fast. Shows how focus, braver ideas, and writing with purpose build long-term reputation.
Download PDFLeveraging Account-Based Marketing to Transform Client Success
Strategies, case studies, and actionable frameworks for financial and B2B firms to drive client growth and retention through tailored ABM programs.
Download PDFBreaking Through the Noise: Winning Product Marketing Strategies
Actionable insights for investment funds to differentiate, articulate value to institutional investors, and build winning product marketing approaches.
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