Full Signal is David Reece.

With over twenty years leading growth in B2B software and services, the most challenging and rewarding experiences have been inside platform ecosystems. This included five years leading marketing and GTM inside an ERP vendor, where the flagship cloud platform grew 64% year on year, and later driving growth for implementation partners, systems integrators and ISVs, across almost every channel model.

On the vendor side I observed a pattern that consistently held back partners and ISVs. The principals were formidable in front of a customer, with product depth and industry knowledge that took years to build and could not be bought. But none of them had a system they could build on to generate their own ongoing demand, to make their business the obvious choice against competitors, or to build sellers who could close without the founder in the room. We tried every enablement initiative in the B2B playbook, and invented a few new ones. But since our growth as the vendor was constrained by our partners' ability to generate demand, in the end I built that capability centrally. It worked, and thoroughly exceeded our growth objectives, sometimes supplying more demand than partners had the capacity to ingest. It proved they could scale when given the opportunity, but the secret sauce to driving new business was locked up with us as the vendor.

Since then I have led sales and marketing end to end at a billion-dollar business, and having worked every side of platform ecosystems, have developed an acute eye for what actually matters and what just burns time and money. Some businesses are fed enough demand by their ecosystem to drive their growth, but most are not. So the capability to generate it has to be fostered internally, because the ability to drive your own growth is the single greatest influence on long term business health and enterprise value. Full Signal exists to put this capability in the hands of the businesses with the most to gain, because there's nothing quite as rewarding as empowering a small business to be the independent architect of its own growth.