Reference

Glossary

The positioning, messaging and go-to-market terms founders actually argue about. Every entry is a full article, not a one-line definition.

D

Product Marketing DATE Framework The DATE framework is a four-step marketing planning method, diagnose, analyze, take a different path, experiment, that forces you to name the growth constraint before choosing a channel. 6 min read Read

N

Messaging Negative Marketing Negative marketing is messaging built around what the buyer should reject rather than what they should want: a competitor, an old way of working, or the decision to change nothing. 5 min read Read

W

Sales Win Loss Analysis Win loss analysis is the practice of interviewing buyers after a deal closes or dies to learn what actually decided it, rather than recording a loss reason a seller guessed at. 8 min read Read