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The Strategic Brief

Go-to-Market

Go-to-Market

The Annual Talk Is Won Before the Meeting Starts

Oct 5, 2026

•

5 min read

The Annual Talk Is Won Before the Meeting Starts

AI can sharpen preparation, simulate trade-offs and strengthen the commercial case before the negotiation begins.

Frédéric Martin
Frédéric Martin

IFA Special

Go-to-Market

After IFA, the Real Work Begins: Turning Launch Noise into 90-Day Commercial Moves

Sep 9, 2026

•

6 min read

After IFA, the Real Work Begins: Turning Launch Noise into 90-Day Commercial Moves

Consumer-tech brands should now translate announcements, reactions and category signals into sharper portfolio, GTM and retail priorities.

Frédéric Martin
Frédéric Martin

Go-to-Market

Consumer Tech Has Enough Innovation. The Problem Is Commercial Translation.

Aug 28, 2026

•

8 min read

Consumer Tech Has Enough Innovation. The Problem Is Commercial Translation.

Why the next consumer-tech advantage will not come from launching more, but from translating innovation into value, proof, retail clarity and market-specific execution.

Frédéric Martin
Frédéric Martin

IFA Special

Go-to-Market

The IFA Commercial Conversion Review: What Should Move in the Next 90 Days?

Aug 17, 2026

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8 min read

The IFA Commercial Conversion Review: What Should Move in the Next 90 Days?

Why the real value of IFA is not what brands show during the event, but what commercial decisions, follow-up moves and execution priorities change immediately after.

Frédéric Martin
Frédéric Martin

Go-to-Market

The GTM Crash Test: Spot the Weak Points Before You Scale

Aug 14, 2026

•

8 min read

The GTM Crash Test: Spot the Weak Points Before You Scale

Why AI can help leaders map the full go-to-market process, but judgment must compress it into the few moves that matter most.

Frédéric Martin
Frédéric Martin

Go-to-Market

Your Product May Be Ready for Europe. Your GTM May Not Be.

Aug 13, 2026

•

7 min read

Your Product May Be Ready for Europe. Your GTM May Not Be.

Why consumer-tech commercialisation often fails across European markets, and what brands should fix before scaling.

Frédéric Martin
Frédéric Martin

Go-to-Market

Your GTM Is Not a Plan. It Is a Commercial Operating System.

Aug 12, 2026

•

6 min read

Your GTM Is Not a Plan. It Is a Commercial Operating System.

The next competitive advantage will not come from producing better GTM plans. It will come from building an AI-augmented system that continuously connects market signals, decisions, execution and learning.

Frédéric Martin
Frédéric Martin

IFA Special

Go-to-Market

The Launch Is Not the Problem. The Follow-Through System Is.

Aug 8, 2026

•

8 min read

The Launch Is Not the Problem. The Follow-Through System Is.

What IFA reveals about why commercial momentum often leaks after events, campaigns and product pushes, and what leaders should fix before attention disappears.

Frédéric Martin
Frédéric Martin

IFA Special

Go-to-Market

Your IFA Launch Is Not Ready Until the Retail Story Is Ready

Aug 6, 2026

•

7 min read

Your IFA Launch Is Not Ready Until the Retail Story Is Ready

Why product innovation only becomes commercial momentum when retailers, sales teams and partners can explain, compare and activate the value.

Frédéric Martin
Frédéric Martin

Go-to-Market

Where AI Actually Creates GTM Leverage

Aug 5, 2026

•

7 min read

Where AI Actually Creates GTM Leverage

Why the real opportunity is not more content or outreach, but a stronger sequence from market signal to commercial learning.

Frédéric Martin
Frédéric Martin

Go-to-Market

AI Transparency Is Becoming a GTM Issue

Aug 3, 2026

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6 min read

AI Transparency Is Becoming a GTM Issue

Why Europe’s new AI rules force consumer-tech brands to rethink how AI features are explained, demonstrated, marketed and handed over to retailers.

Frédéric Martin
Frédéric Martin

Go-to-Market

European Go-to-Market Fails in the Translation Layer

Aug 1, 2026

•

7 min read

European Go-to-Market Fails in the Translation Layer

Why international growth breaks when strategy is adapted in language, but not in channel logic, proof, value and execution.

Frédéric Martin
Frédéric Martin

Go-to-Market

B2B Sales Does Not Need More AI Tools. It Needs a New Operating System.

Jul 29, 2026

•

7 min read

B2B Sales Does Not Need More AI Tools. It Needs a New Operating System.

Why growth champions will win by rewiring account intelligence, seller coaching, deal shaping and revenue learning, not by layering copilots onto old workflows.

Frédéric Martin
Frédéric Martin

Go-to-Market

The Commercial System Behind a Successful Launch

Jul 24, 2026

•

7 min read

The Commercial System Behind a Successful Launch

What IFA Berlin shows about the work required to turn visibility into retailer action, customer understanding and market momentum.

Frédéric Martin
Frédéric Martin

Go-to-Market

The Launch Readiness Test Most Teams Skip

Jul 23, 2026

•

8 min read

The Launch Readiness Test Most Teams Skip

Seven GTM questions leaders should answer before scaling campaigns, launches or AI-enabled commercial activity.

Frédéric Martin
Frédéric Martin

Go-to-Market

Consumer-Tech Commercialization Needs a New Operating Model

Jul 17, 2026

•

8 min read

Consumer-Tech Commercialization Needs a New Operating Model

AI features, retailer platforms, marketplaces and lifecycle data are exposing the limits of the old launch-and-sell model.

Frédéric Martin
Frédéric Martin

Go-to-Market

The Commercial Loop Is the New Funnel

Jul 15, 2026

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7 min read

The Commercial Loop Is the New Funnel

Why AI is shifting growth from linear handoffs to faster feedback systems between market signals, customer conversations and revenue action.

Frédéric Martin
Frédéric Martin

Go-to-Market

Who Will Control the Consumer-Tech Customer Journey: Brands, Retailers or AI?

Jul 14, 2026

•

7 min read

Who Will Control the Consumer-Tech Customer Journey: Brands, Retailers or AI?

Why IFA 2026 will test whether consumer-tech companies can make innovation discoverable, trusted and commercially executable.

Frédéric Martin
Frédéric Martin

Go-to-Market

AI Is Rebuilding the Marketing-Sales Relationship

Jul 11, 2026

•

6 min read

AI Is Rebuilding the Marketing-Sales Relationship

Why leaders need stronger judgment, clearer standards and better taste when everyone can produce competent work.

Frédéric Martin
Frédéric Martin

Go-to-Market

Automating GTM: Where AI Can Compress the Path to Market

Jul 5, 2026

•

7 min read

Automating GTM: Where AI Can Compress the Path to Market

AI automation creates value when it shortens the distance between market signal, commercial decision, sales asset and customer action.

Frédéric Martin
Frédéric Martin

Go-to-Market

Your GTM Model Was Built for a Buyer Who No Longer Exists

Jun 29, 2026

•

12 min read

Your GTM Model Was Built for a Buyer Who No Longer Exists

Why traditional go-to-market breaks in an AI-driven market, and how CEOs can rebuild it fast.

Frédéric Martin
Frédéric Martin

Go-to-Market

The Algorithmic Shelf Is Coming for Consumer Tech

Jun 28, 2026

•

10 min read

The Algorithmic Shelf Is Coming for Consumer Tech

Consumer tech brands used to fight for the retail shelf. Then they fought for the digital shelf. The next battle will be fought on the algorithmic shelf, where AI systems increasingly shape what consumers compare, trust and buy.

Frédéric Martin
Frédéric Martin

Go-to-Market

Launching Faster Without Creating Chaos

Jun 24, 2026

•

10 min read

Launching Faster Without Creating Chaos

The challenge is not speed alone. The real challenge is controlled acceleration: moving faster while keeping strategy, teams, customers, risk and execution aligned.

Frédéric Martin
Frédéric Martin

Go-to-Market

From Marketing Factory to AI-Augmented Growth Engine

Jun 20, 2026

•

11 min read

From Marketing Factory to AI-Augmented Growth Engine

The marketing factory was once about scaling digital execution. In the AI era, it must become something more strategic: a system that turns market signals, customer insight, content, campaigns, sales enablement and learning into commercial momentum.

Frédéric Martin
Frédéric Martin

Go-to-Market

The World Cup Creates Demand. Weak Brands Leak It.

Jun 10, 2026

•

9 min read

The World Cup Creates Demand. Weak Brands Leak It.

The World Cup still creates one of the most powerful demand moments in consumer electronics. But demand is not the same as conversion. And in today’s TV market, weak brands can leak the opportunity long before the customer reaches the checkout.

Frédéric Martin
Frédéric Martin

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