01 / the writing

Articles

Writing on revenue, pipeline, and the founder-led sales motion — one question at a time.

signalrev article cover: which level is your revenue org on

Which level are you actually on?

Keenan's maturity model has five levels. He says most revenue orgs are a 2 or a 3. The trouble is that a 3 feels like a 5 from the inside.

August 16, 2026

The deal that looked green and wasn't

The biggest deal in a client's pipeline died on a Tuesday morning, in a twenty-minute review. It turned out to be the most useful thing that happened to his quarter.

August 9, 2026

The executive finally said the pitch back to us

Three weeks after a client rewrote its homepage to speak to two readers instead of one, the executive who'd sat through two years of demos said the pitch back to us. Unprompted. In his own words.

August 2, 2026

The message that wins the user isn't the message that wins the buyer

The best B2B messaging never picks a single reader. It has to work on the person using the product this afternoon and the person who has to justify the spend to a board next quarter, in the same paragraph.

July 26, 2026

signalrev article cover: AI didn't kill your sales motion

AI didn't kill your sales motion. It exposed that you never had one.

The best-funded AI SDR company in its category lost most of the customers it won. Not because AI can't sell, but because it ran straight through the hole where a sales motion should have been.

July 19, 2026

signalrev article cover: the founder who took themselves out of the motion

The founder who took themselves out of the motion and growth didn't stall

The best test of whether a sales motion exists is what happens when the founder disappears for two weeks.

July 12, 2026

signalrev article cover: why more leads won't fix your pipeline

More leads won't fix a pipeline you can't read

The best revenue quarter I've watched a founder have started with fewer deals in the pipeline, not more. Here's the one question that separates a real deal from a well-wisher.

July 5, 2026

signalrev article cover: nobody plateaus from a bad strategy

Nobody plateaus from a bad strategy. They plateau from a good one they stopped running.

I work with B2B founders at the 5 to 100 person stage who are still personally running their sales motion.

June 28, 2026

02 / one next step

Book a call to see if there's a fit

Thirty minutes, a first look at where the gap might be. Every call is with me, Richard.

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