Writing
Writing
Notes on the parts of this work that are hard to get right: deciding which work a model should do, checking output before it ships, and writing a workflow down so somebody other than its builder can run it.
Broader acquisition, positioning and career writing stays on robbiemaltby.com. What lands here is implementation: how a workflow is built, checked, adopted and handed over.
The first Northbound article is in draft. Until it is published, the guides below cover the acquisition work the model is built on top of.
Related guides on robbiemaltby.com
These are Robbie's own guides on his own site. They cover the acquisition engine rather than the operating model, and they are the source for several of the systems described on the model page.
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Voice of customer positioning (opens in new tab)
How the approved messaging that feeds a content workflow is built in the first place.
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B2B SaaS demand generation (opens in new tab)
The campaign structure an advertising workflow has to produce against.
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Marketing engineering (opens in new tab)
Forms, tracking and pages in code, including the same-origin form pattern.
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B2B SaaS analytics and attribution (opens in new tab)
Why the CRM stays the source of truth for pipeline, and what that costs to maintain.
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Lead scoring and lifecycle automation (opens in new tab)
Scoring and lifecycle rules, and the reporting that tells you whether they still work.