GTM & CATEGORY STRATEGY
The north-star layer: design the category, ship the Index, run the franchise, win the wedge. Internal use, Q3 2026.
Category design & Manifesto
The top B2B SaaS winners design a category rather than market a product. Our category is Attribution Debt. We position Causality Engine as the company defining and solving it, with owned, causal measurement.
A product fights for share inside a category someone else framed. A category creator writes the frame, names the problem, and is the obvious answer to it. We are not selling another analytics dashboard into the attribution-tools bucket: we are naming the debt every operator already feels and positioning ourselves as the way out of it.
The villain
Last-click attribution, self-attributing ad platforms, and vendor black boxes. They sell you confidence and keep the math. You are renting your truth from the same companies that profit when the number flatters them.
The reframe
Move the question from "which dashboard is right?" to "what actually caused the sale?" Stop refereeing four reports. Start measuring cause.
The manifesto
Anti-positioning
Where we sit against the alternatives, and the wedge that none of them can copy.
| Against | What they are | Why they fall short |
|---|---|---|
| Triple Whale / Northbeam / GA4 | Reporting and analytics dashboards. | They report numbers; they do not let you own the model. You see an answer, never the math. |
| MMM consultants | Bespoke marketing-mix modeling engagements. | Slow, expensive, opaque: a quarterly slide deck, not a model you can run on Tuesday. |
| "Just trust the platform" | Meta / Google native attribution. | They are marking their own homework: every walled garden over-credits itself by design. |
| Our wedge: owned, auditable, causal, on data you already have. | ||
The Attribution Debt Index
Ship a recurring, citable benchmark of how much DTC revenue is mis-attributed. The Index is the data moat, the PR engine, and the sales narrative in one proprietary research asset.
We are the only people who can credibly say, with numbers, how big attribution debt is across the market, because we run the causal model on real paths data. That makes the Index unforgeable: a benchmark competitors cannot mint, a headline the press can cite, and a mirror we hold up in every sales call.
Headline metrics
Cadence
The definitive quarterly report: the headline gap, segment breakdowns, and trend commentary. The flagship the press and analysts cite.
A monthly mini-update: this month's number, what moved, and one shareable chart. Keeps the cadence alive between flagships.
Methodology
Transparent and credible by design: the method is the trust, and the trust is the moat.
Distribution flywheel
Franchise formats
Decacorn content is a show with named recurring formats that compound, not a list of one-off videos. We re-architect the 87 topics into about five franchises, each with a job, a cadence, a Causality Engine screen, and a loop it feeds. See the dated calendar on the content strategy.
Bring a real GA4 CSV, reconcile it and read the gaps on camera. The activation engine of the whole show: this is Script 3's format.
Monthly release of new Attribution Debt Index numbers plus trend commentary. The content arm of the research engine.
Honestly steelman last-click and "is causal overkill?", then handle the objection. Builds trust and keeps a >=30% opposing-view balance.
Operator teardown that finds the hidden revenue (the €360k), producing a shareable number an operator wants to post.
Short TOFU explainer hooks for Awareness and Shorts. The top-of-funnel feeder that opens every loop.
Repurposing: each hero asset repurposes into a Short, a social post, and a newsletter section, so one shoot feeds the loop across every channel.
Wedge, expansion & sales narrative
Land in the operator wedge where the pain is acute and the proof is fast, then expand outward to every marketer buying across walled gardens. Same product, ever-wider market.
Beachhead ICP
| Dimension | Beachhead |
|---|---|
| Who | DTC Shopify operators, €1 to 20M revenue, multi-channel (Meta + Google + TikTok + email), feeling reconciliation pain, no dedicated data team. |
| Buyer | Founder / CMO / head of growth: the person who owns the spend and answers to the board. |
| Why this wedge | Acute pain, fast CSV proof, a vocal operator community, and obvious value: find hidden euros. |
Expansion path
Sales narrative
Old world
The break
New world
Anti-goals
What we will not do, so the wedge stays sharp.
North star & proof
Activation = first CSV to first report. The company dogfoods its own product, so every board deck shows causally-attributed pipeline from content: we measure our own GTM with the exact model we sell.