Is your product actually a solution, or is it a platform?

The software industry loves labels. Product. Solution. Platform. Network. Offering. They're often used interchangeably, but they don't necessarily mean the same thing. There isn't a universally accepted definition for these terms, but there are some widely accepted perspectives in the software industry worth taking into consideration when you develop your go-to-market messaging. More importantly, using the right terminology helps set the right expectations with your customers.

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Is freight cost really the problem? Understanding logistics cost overruns.

Many logistics cost overruns aren't caused by logistics. They're caused by planning decisions. Yet when freight spend spikes, the first place executives look is transportation, which is the wrong target. Consider a company that sees an opportunity to sell more of its higher-margin products. The business shifts its product mix, but the parts needed to make those products aren't available where they're needed. The result is expedited shipments and airfreight, and suddenly the logistics department has blown through its budget. But did logistics actually cause the problem, or did a business decision simply create a logistics consequence?

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B2B Marketing is about people, not products

There is a lot of advice out there about how to do marketing. Most of it is about how to best leverage the latest technology, most recently AI; some of it is still about nailing the perfect message, i.e., finding the elusive silver bullet, and some of it is about finding the right channel to reach your audience; let’s hear it for GEO. But underneath all of that, marketing is really still all about one thing: how to connect with another human being.

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Why giving away the answer might be costing you attention

The best marketing often does two things in sequence: it creates enough curiosity to earn someone’s attention, then gives them the information they need to keep it. Effective communication often benefits from not delaying the delivery of the most important details. In the military, there’s a term for this: BLUF (bottom line up front). It's a practice wherein you put the most important details first to enforce speed and clarity in reports and emails. You don't tease or delay your main point because people are busy and life-or-death decisions could be made using your information (in the military at least).

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What is PPWR, and why should you care?

The Packaging and Packaging Waste Regulation (PPWR) is an EU law aimed at reducing packaging waste and making packaging more recyclable and reusable. It has been adopted by the entire European Union, with surrounding countries adopting similar types of sustainability laws, including Extended Producer Responsibility (EPR).

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The hidden reason buyers ignore your message

Have you ever wonderd why some sales and marketing messages seem to have the exact opposite effect of what was intended. You see it quite a lot in B2B marketing. A company positions itself by attacking a competitor or by pointing out everything that's wrong with a prospect's current way of doing things. On paper, that seem to makes sense. If you can convince someone their current solution isn't good enough, they'll naturally want to hear about yours instead. Unfortunately, it doesn’t always works like that. More often than not it actually makes people defensive and here is why. The moment you criticise a prospect's current solution, you're also indirectly criticising a decision they made. Maybe they bought that software five years ago. Maybe they were part of selecting that supplier. Either way, people tend to justify previous decisions before they're willing to consider new ones.

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The AI Singularity: Hype, Reality, and Business Impact

While the AI Singularity creates a lot of hype (OpenAI CEO Sam Altman said the AI Singularity is already here), I think it is more interesting to explore the developments of AI in more detail and their impact on businesses. There is no single definition of what AI Singularity is that everyone agrees on, but the general idea is that AI eventually becomes capable of accelerating technological progress on its own. Instead of humans being the only ones developing better AI systems, AI starts helping in building the next generation of AI, which in its turn helps build the next, creating a cycle of increasingly rapid improvement.

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Enterprise AI is about orchestration, not models

For the past two years, enterprise AI conversations have been focused on one question: "What AI model should we standardize on?" That's becoming the wrong question. The most pressing issue isn't choosing the best model; it's finding the most direct and efficient path to an outcome. As a user, I no longer care whether I'm using ChatGPT, Claude, or Copilot. I need the most accurate and useful output. A CFO, on the other hand, seeks the optimal outputs at the lowest cost. We're seeing foundational models rapidly advance and, in many cases, become interchangeable. The real differentiator is the ability to consistently deploy the optimal model, system, or resource for each task. Not every inquiry requires a heavy lift. For example: Should a policy question or vendor scorecard inquiry go to ChatGPT or to an internal knowledge base? Should a procurement analysis be handled by a domain-specific supply chain agent? These aren't just technology decisions. They're business and economic decisions.

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Supply Chain Control Tower market overview

The supply chain control tower market has evolved well beyond traditional visibility dashboards. As reflected in both the Nucleus Research Control Tower Technology Value Matrix and Gartner's Supply Chain Planning research, leading solutions now differentiate themselves by their ability to combine end-to-end visibility with real-time collaboration, AI-driven decision support, scenario planning, and increasingly autonomous execution. Consistent with the five-level maturity model described in this article, the market leaders are those that move beyond siloed monitoring to provide network-wide orchestration, intelligent exception management, and closed-loop execution across suppliers, logistics providers, and enterprise systems.

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Why ChatGPT ads are a big deal for B2B SaaS

Just a few months ago, OpenAI removed the $50,000 minimum spend requirement from ChatGPT cost per clicks ads. This is a big deal because now AI marketers at B2B SaaS companies can start experimenting with this new paid lead generation channel. Here's why we’re going all in on ChatGPT ads.

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