Teardown X
TeardownX is a product marketing practice, not an agency. Every engagement is run personally by one senior B2B product marketer, the same person who does the diagnosis does the execution. Website: teardownx.com.
Go-to-Market Consulting: Costs and When to Buy
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Go-to-market consulting is priced between 3,000 and 30,000 dollars a month, and most of it is bought before anyone has agreed what is broken. This episode walks the published 2026 price bands and the four rules for buying GTM help without losing a quarter.
In this episode: what go-to-market consulting actually covers (who you sell to, what you say, what you charge, how it reaches them); the real numbers, from 5,000 to 15,000 dollars for a one-off diagnostic up to 15,000 to 30,000 a month for a full stack build...
Negative Marketing: When It Works and When It Backfires
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Most founders picture negative marketing as a billboard taking a shot at a rival. That is the version everyone remembers, and it is the weakest one for a company nobody has heard of yet: a smaller brand that names a bigger one pays to advertise the bigger one, then loses the feature comparison that follows. This episode covers the version that works, and it rarely names anyone. The three forms of negative marketing, why inertia loses more deals than any competitor, and a four-question test...
Win Loss Analysis: Interview the Decision, Not the Deal
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Most win loss analysis stops at a list of loss reasons, which is why nothing changes. In one sample of around 3,000 lost deals, the reason the rep typed into the CRM matched the reason the buyer gave roughly 15 percent of the time. The rep is not lazy. The buyer never told them. This episode covers the fix: interview the decision, not the deal. We get into why closed-lost reasons are structurally unreliable, the three questions asked in the order the decision actually happened, why you...
Why Founder-Led Sales Stalls at 30 Customers
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Founder-led sales works beautifully until it does not. The break is not the calendar. It is that the reasons customers buy live in one head and were never written down.
Up to about thirty customers the founder is the compression algorithm. Every objection answered from memory, every proof point picked on instinct, every pricing exception justified by a gut read. Then the calendar fills, and close rates slip for reasons nobody can name.
In this teardown:
The thirty-customer wall...
The DATE Framework: Strategy Without Copying
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Every marketing plan starts the same way: a list of channels on slide four. Nobody has said out loud what is actually stopping the company from growing. The DATE framework makes that conversation happen first.
DATE comes from Krithika Shankarraman — eight years building Stripe's marketing function, OpenAI's first marketing hire, later head of marketing at Retool, now EIR at Thrive Capital. It is four steps, run in order:
D — Diagnose. Name the single biggest constraint on growth: awareness, understanding, conviction, conversion or r...
