Picks and Shovels: tech marketing for the AI era.
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I published the book in 2025. If I were adding one chapter today, it would be called Marketing to AI Agents. Here are the three ideas I would put inside it.
Read If Picks and Shovels had one more chapter: marketing to AI agents
You just got invited to your first Weekly Business Review. Executives are talking about variance, control limits, and leading indicators. Here's how to follow along, contribute meaningfully, and not embarrass yourself.
Read The WBR survival guide
Pipeline. ACV. NDR. Bookings versus revenue. If you came from a technical background, sales vocabulary sounds like a foreign language. Here is a practical go-to-market glossary, and why understanding these metrics makes you better at your job.
Read The language of sales
AI agents can read your docs, evaluate your capabilities, and match you to customer needs without a positioning statement. So does positioning still matter? The answer changed my thinking.
Read Does positioning still matter?
Developer marketing isn't just B2B marketing for a technical audience. It's fundamentally different in approach, tactics, and mindset. Here are the seven differences that matter most.
Read Developer marketing vs traditional B2B marketing: 7 critical differences
PMM interviews are brutal. 400+ applicants per role, months of searching, and high-stakes presentations. Here's how to prepare for interviews at startups, scale-ups, and FAANG.
Read Mastering the PMM interview
Practical frameworks and templates for developer marketing. Positioning documents, launch plans, content strategies, and more, all ready to adapt for your products.
Read Developer marketing frameworks and templates you can steal
As PMMs, our job is not to sell features. Our job is to sell the complete experience. Every touchpoint. Every workflow. Every moment of friction. If any piece of the customer journey sucks, the whole product sucks.
Read What exactly is the product?
I built a system that turns the marketing frameworks I wrote about in my book into Claude-powered tools. Now I generate in minutes what used to take hours. The output follows the same frameworks I've refined over years of practice. And I can focus on strategy instead of execution.
Read How I use Claude to automate developer marketing (and how you can too)
Writing keynotes for executives isn't just about crafting compelling narratives. It's about translating strategic positioning into a story that connects with thousands of people who didn't choose to be there.
Read Your CEO Will Hate Your Keynote (And Here's How to Survive It)
I've developed what I call my "AI flow state." It's a specific workflow that uses multiple AI tools in sequence to create marketing strategies and tactics that actually work.
Read My AI Flow State: How I use AI to transform my marketing workflow
Marketing people always think in threes. It's not a hard and fast rule, of course, but there is some science and a lot of history behind it.
Read Positioning and the rule of "three"
Outages, viruses, billing errors, and more. Be prepared today for things to go wrong with your product tomorrow. Sunny days are always the best days to buy an umbrella.
Read Crisis management
Developer marketing and product teams must work in lockstep to ensure consistent messaging, adoption, and growth. Unlike traditional marketing, developer marketing must be deeply embedded in the product lifecycle to support bottom-up adoption.
Read Aligning Developer Marketing with Product
I'm going to teach you the secrets of a great product demo and how to tell the story of your customer through your product.
Read The art of the product demo
Many of the Founders I work with spend day and night obsessing over their Ideal Customer Profile (ICP). The ICP is a deep understanding of who your best current customers are, and, as the logic goes, ...
Read How to identify your Ideal Customer Profile (ICP), and why that's not good enough
Plus, seven tactics to implement solution marketing on your team.
Read What is solution marketing and why should you care?
Staying close to your customers and routinely obtaining quality, actionable feedback is essential oxygen for your business. Everyone in the organization is responsible for constantly listening to cust...
Read Seven steps to get great customer feedback
Sales Enablement is the goals/metrics, content, and accountability measures put in place to ensure that your sales team is armed with everything they need to most effectively do their jobs. In this po...
Read How to build an effective sales enablement strategy for early-stage startups
You've built your market requirements document and your growth plan. Now you need to build your go-to-market plan. What elements go into a solid go-to-market plan? I am a big fan of the "write it down...
Read How to write a go-to-market plan
The MRD is the principle product strategy document. It is primarily accompanied by the Product Requirements Document (PRD). Sometimes, companies skip the MRD and PRD and go straight to listing out fea...
Read How to write a Market Requirements Document (MRD)
The ringleaders of the circus
Read What does Product Marketing do?
Product naming can be one of the most infuriating and most creative exercises one can go through in a company. As a Developer Product Marketing Manager, you are the ringleader of the circus, but you a...
Read Three steps to a perfect product name