for the indian b2b marketer
B2B marketing in India is not a scaled-down version of American B2B marketing. The sales cycles are longer. The buying committees are more complex. The path from unknown Indian vendor to global enterprise shortlist has specific obstacles that no US playbook addresses. Field Notes was built for that reality.
Every Field Note starts with the real question — stripped of jargon — and builds the answer from the ground up.
Every example, every benchmark, and every caution is grounded in the Indian B2B reality — not lifted from a US playbook.
No listicles. No top-10 tips. Each Field Note takes one genuinely difficult marketing decision and gives it the depth it deserves.
Real decisions have costs. Field Notes names what you give up when you choose a direction — not just what you gain.
Examples are real. Data is sourced. We do not fabricate case studies or attribute outcomes without basis.
Every Field Note closes with one specific action to take this week that moves a real marketing decision forward.
You are building or leading B2B marketing in India — for a company that sells to other businesses, often globally. You have real budget decisions to make, a sales team to align with, and buyers in markets where your company is still unknown. You do not need more theory. You need a clear way to think through the problem in front of you right now.
Field Notes is specifically relevant if you are in one of these situations:
Every example, every benchmark, every caution is grounded in how Indian B2B markets actually work.
Each Field Note works through one problem with the depth it actually requires.
No tool recommendations driven by partnerships. No inflated case studies. No unnamed sources.
One Field Note per month. One hard problem. Done properly.
Not a narrative — a decision structure. Each section does a specific job. You can skip to the section most relevant to where you are right now.
Why this decision is hard and why most companies get it wrong
Questions people ask out loud vs. questions that unlock the real answer
Six steps in sequence to work through the decision clearly
How Indian and global B2B companies navigated this — what worked and what broke
One specific action to take this week, grounded in what the Field Note reveals
Each Field Note has a filter — SaaS, IT/ITES, Manufacturing, Pharma, Other B2B — that surfaces the specific signals and common mistakes for your type of company.
Field Notes is not a course. You do not read it cover to cover. Pick the question most relevant to the decision you are facing right now.
Filter by category or browse the full set. New Field Notes are published monthly.
How do you decide your marketing budget?
Revenue anchor, the 95/5 rule, stage-based ratios, and a pipeline audit model.
Which channels do we invest in when we have no data?
How to borrow signal from buyers, map watering holes, and pick two channels before the data exists.
We have multiple segments buying us. Which one do we position around?
Positioning is a choice about who you are willing to disappoint. Six steps to making that choice.
How do you decide what to outsource vs. build in-house?
Not a cost question. It is about institutional context, compounding value, and switching cost.
How do we prove marketing's impact on revenue — not just leads?
Attribution is a trust problem. The three-tier evidence framework your CFO will actually accept.
How do we align sales and marketing beyond lip service?
Misalignment is structural, not relational. Six fixes that hold.
How do you evaluate any new technology — and what does that mean for AI?
The six-question evaluation framework that applies to every tool, AI included.
We're an unknown Indian vendor. How do we get on the global shortlist?
An evidence problem, not a messaging problem. The five beliefs a global buyer must hold.
What should we stop doing in our B2B marketing?
The activity audit, the zero-based test, and eight inertia activities that drain most teams.
'No decision' is our biggest competitor. How do we fix that?
Three structural causes of buyer inaction — and the marketing response for each one.
What should a new CMO do in their first 90 days?
Listen for 30 days, hypothesise for 30, decide for 30. What not to do matters as much.
How do we market to a buying committee of five people?
Each member has a different agenda and a different reason to say no. Build for all five.
