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.
Interview Patrick with NBCC – Netherlands-British Chamber of Commerce
NBCC introduces Grndworx Founder Patrick Ide, discussing how the B2B marketing agency helps leadership teams turn strategy into measurable outcomes.
Read articleClient Insight and the Case for Marketing — The Evidence, the Gap, and What Closing It Requires
The first two articles in this series established two things. First, that customer insight is one of the most politically consequential capabilities a B2B organisation can build – and that its persistent underdevelopment is not a capability failure but a power problem.
Read articleThe Growth Opportunity for Marketing: From Campaign Performance to Business Impact
Over the past few years, I have seen marketing teams meet their campaign targets while still struggling to earn recognition for their contribution to growth. That may sound contradictory, but it is becoming increasingly common.
Read articleClient Insight and the Sales Default — Why the Easy Answer Is the Wrong One
The first article in this series made a specific claim: the reason customer insight remains underdeveloped in 80% of B2B organisations is not analytical complexity but organisational politics. The function that owns insight owns the evidence base against which every other function’s assumptions get tested. That concentration of authority is uncomfortable – and most organisations find ways to avoid it.
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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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