B2B Marketing GTM Leadership Martech & Ops Positioning & Messaging Challenging the Cloud The Rise and Fall of Nirvanix May 21, 2025 / June 27, 2026 by terryestioko A dramatic story of building a company with all the drama, intrigue, wins, losses and murder It was 2007 and cloud computing was in its relative infancy. Salesforce had launched just eight years prior and was starting to gain considerable traction. Former colleague, Patrick Harr and his former college roommate Geoff Tudor had an idea […] Read more »
AI & GTM B2B Marketing GTM Leadership Positioning & Messaging The Toughest Boardroom Battle of My Career — And the Lessons I’ll Never Forget May 19, 2025 / June 27, 2026 by terryestioko Building a brand isn’t for the faint of heart. It’s a slow, deliberate process built on trust, consistency, and relentless focus. But what happens when your board doesn’t see it that way? What happens when they demand you grow a brand overnight—and measure you against companies investing 100 times your marketing budget? This is the […] Read more »
AI & GTM B2B Marketing Founder-Led Selling GTM Leadership Positioning & Messaging Hard Lessons from Our Two Epic Marketing Failures May 16, 2025 / June 19, 2026 by terryestioko What happens when everything is perfect—except the product? Twice in our history at The Artesian Network, we found out the hard way. Failure #1: When the Product Isn’t What It Seems Several years ago, we were retained to revamp the messaging, positioning, and demand generation strategy for a five-year-old cyber-security-related company. Backed by over $130 […] Read more »
