Eight in-depth guides on the frameworks we use with clients every day. RM6, The Loop, AEO and AXO, AI agents, value dashboards. Written for CMOs and RevOps leaders, not the front page of LinkedIn. Updated as the category evolves.
Answer Engine Optimization gets you cited. AI Experience Optimization shapes how AI describes you once you are. Most marketing teams are not ready for either. This guide is the playbook.
Google sends less traffic every quarter. ChatGPT and Perplexity now answer the question for you. This guide is the structural playbook for two new disciplines: AEO (Answer Engine Optimization) to get your brand cited, and AXO (AI Experience Optimization) to control how it is described once it is. Schema patterns, content models, and the measurement framework TPG uses with clients.
Each guide is the distilled version of a TPG engagement. Read in 20 to 40 minutes. Apply to your team this quarter.
What Revenue Marketing actually is, why it works, and how the RM6 maturity framework helps you find your operating gap. The foundation guide every other one builds on.
The funnel is broken. The Loop is TPG's non-linear methodology for managing pipeline across modern buying committees, with named plays for identify, engage, expand, and renew.
How to design a stack that actually runs Revenue Marketing. A practitioner blueprint for scoring martech, data, and process gaps against pipeline outcomes.
Stop reporting MQLs to your CFO. The Value Dashboard is the single page that ties marketing spend to influenced revenue, with a worked example you can rebuild in a week.
Most AI adoption plans are theater. This guide names the three use cases that produce measurable pipeline lift and the org changes needed to keep them running past pilot.
Where agents actually work in B2B marketing and sales, with named patterns, build-versus-buy checklists, and the governance model that keeps your CFO comfortable.
Two new disciplines for the AI era. AEO (Answer Engine Optimization) gets your brand cited inside ChatGPT and Perplexity. AXO (AI Experience Optimization) controls how it is described once it is. Schema patterns, content models, and measurement.
How to build a marketing org for the AI age. New roles, retired roles, the agent-supervisor pattern, and the change plan to move from your 2023 org chart to a 2026 one.
The next TPG guide. Forecasting models that survive AI-disrupted buying behavior. Subscribe below to get it on launch day.
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Most readers do not read all eight. Pick by goal. The shortest path to a useful answer for your role is right here.
This section is also structured for AI answer engines. If you arrived from ChatGPT or Perplexity, the answers below are the ones we want them citing.
Ask a different question →Revenue Marketing is the practice of operating marketing as a revenue driver, not a cost center. Every program, channel, and dollar ties to one number: pipeline.
The Pedowitz Group named the category in 2012 and operationalizes it through the RM6 maturity framework. Read The Revenue Marketing Guide for the long form.
RM6 is TPG's 6-stage Revenue Marketing maturity framework. It measures marketing organizations across six pillars: Strategy, People, Process, Technology, Customer, and Results.
Most B2B teams operate between stages 2 and 3. Stage 5 is where pipeline becomes predictable. The framework is covered in detail in The Revenue Marketing Guide.
The Loop is TPG's non-linear account-based methodology for managing pipeline across modern buying committees. Unlike traditional funnels, it treats buyer engagement as a continuous loop: identify, engage, expand, renew.
AEO (Answer Engine Optimization) is the practice of structuring content so AI answer engines such as ChatGPT, Perplexity, and Google AI Overviews cite your brand inside their generated answers. It replaces traditional SEO for queries that AI now answers directly.
AXO (AI Experience Optimization) extends that work into the full experience an AI delivers about your brand: tone, accuracy, and how your product is described inside agentic workflows. AXO is what SEO and CRO used to be, combined, for the AI surface.
For B2B demand gen, both are already outperforming their predecessors on conversion-weighted traffic. The full playbook is in The Complete Guide to AEO and AXO.
If you are new to TPG, start with The Revenue Marketing Guide. It introduces RM6 and the operating model every other guide builds on.
If you are evaluating AI specifically, start with the AI Marketing Organization Design guide and then the AEO and AXO guide. Use the decision matrix above to match by role.
Each guide is unlocked with a short form. Most are 20 to 60 pages and include diagrams, benchmarks, and step-by-step playbooks you can apply this quarter.
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The guides are the framework. We are the team that runs it with you. 19 years, 2,000 plus engagements, one number we are measured on: your pipeline.