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Course wiki

38 short entries on the ideas behind the lessons. The lessons stay quick; this is where the depth lives. Each entry says which lessons use it and where to read more.

AI for marketing

What the models do, how to check them, and where they belong in your work.

AI A prompt is a specificationRole, context, task and format, plus an example, fix most bland answers.
AI AI agentA model given tools, permission and a loop, so it can act.
AI Answer engine optimisation (AEO)Being the source an AI answer is built from, on top of ranking.
AI Baseline: time it before you change itYou cannot say it saved time unless you timed the old way.
AI Context windowEverything the model can see right now. Anything outside it does not exist for the model.
AI Grounding: give it the sourceReading a document you supplied is a safer job than recalling one.
AI Hallucination (making things up)Plausible, confident and wrong, most often in specific details.
AI Human in the loopWhere the person sits decides whether the review is real.
AI Large language model (LLM)A system trained to predict the next word. Everything it does follows from that.
AI Offloading and tasteHand over what you have mastered. Keep doing what you are still learning.
AI PilotA real test with a baseline, a sample and a decision rule written first.
AI Prompt injectionText from outside that tries to give your AI instructions.
AI Research in the customer’s own wordsBring real customer material and ask for verbatim phrases.
AI Review theatreAn approve button pressed eighty times without looking.
AI Sampling and why answers differThe model draws its words from a probability spread, so one good answer is one draw.
AI Shadow modeRun the automation silently next to your own work and compare.
AI SycophancyThe tendency to agree with you, even when it was right the first time.
AI Test setTen real inputs with known answers, run every time you change anything.
AI The cost of checkingSort every task by how expensive it is to verify the answer.
AI Training cutoffThe date after which the model has read nothing, and the topics it has read least about.
AI What not to pasteTreat the chat box like an email to a stranger.
AI Where AI belongs in your weekDelegate, collaborate, do it yourself, do not touch.
AI Workflow or agent?A fixed path you designed, or a system that chooses its own steps.

Sales

How a business sale works: questions, proofs, committees and the arithmetic of a deal.

Sales API, in plain wordsA menu with a waiter: one program asks another for something.
Sales Buying committeeEveryone who has a say in a purchase. Roles, not titles.
Sales CAC and paybackWhat it costs to win a customer, and how long to earn it back.
Sales Deal survival modelEvery approver is a test, and the chances multiply.
Sales Demo: tell, show, tellThree things, each tied to a pain the buyer named.
Sales DiscoveryLearning the buyer’s real problem before you pitch anything.
Sales Entry and exit criteriaWhat must be true for a deal to enter a stage, and to leave it.
Sales ObjectionA worry said out loud, and the first one is rarely the real one.
Sales Proof of concept (POC)A small trial on the buyer’s own problem, with a written finish line.
Sales Sales engineer (SE)The technical partner in the sale, also called solutions engineer.
Sales Sales processThe stages a deal passes through, each a claim about the buyer.
Sales Sensitivity analysisMove one input at a time to see which one breaks the plan.
Sales Single-threaded dealsOne friendly contact is not a buying committee.
Sales SPIN questionsSituation, problem, implication and need-payoff.
Sales Weighted value and coverageDeal size times win chance, and what covering a seat is worth.

Find your way around

Learn it in the course, copy it from a playbook, see it work in a case study.

Learn Short quiz lessons in marketing and sales, in three levels, with points and a streak.
Look up A wiki of short entries on the ideas behind the lessons, for when you want more depth.
Read Articles on what I tried, and how much of it I have run myself.
Try AI workflows and growth playbooks you can copy this week.
See it work Case studies with the before and after, and the numbers behind them.
Work with me Hiring a growth marketer, or need a growth partner? Both start here.

Hi, I’m Aditya.

How do you want to grow?

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