Fractional CMOAI TransformationBlogBook a call →
BLOG

Sharp thinking on B2B growth, marketing systems, and what actually moves the needle.

Frameworks and field notes from building marketing engines inside European SaaS teams.

Marketing Insights

The Structural Causation Thesis — Why Marketing "Biases" Are Environmentally Produced

Your funding model, reporting cadence, and stakeholder expectations are producing the patterns you're trying to think your way out of.

Derrick Cramer
·
March 31, 2026

All Posts

Marketing Insights

The Structural Causation Thesis — Why Marketing "Biases" Are Environmentally Produced

Your funding model, reporting cadence, and stakeholder expectations are producing the patterns you're trying to think your way out of.

Derrick Cramer
·
March 31, 2026
Marketing Insights

Cognitive and Experiential Search in Entrepreneurial Marketing

12 of 13 leaders learn exclusively by doing — and their learning system is actively misleading them about what would work if they gave it time.

Derrick Cramer
·
March 29, 2026
Marketing Insights

Network-Mediated Capability Building — How Relationships Create Marketing Capability

Your network isn't just a resource you draw on. It's the bundling mechanism through which marketing capability is assembled.

Derrick Cramer
·
March 27, 2026
Marketing Insights

Legitimacy Transitions in B2B SaaS: From Operational Trust to Category Authority

Stop having brand conversations. Start having legitimacy ones. A framework for disaggregating brand into three distinct, sequenceable processes.

Derrick Cramer
·
March 25, 2026
Marketing Insights

Marketing Routines Under Constraint — How Capabilities Emerge, Persist, and Fragment

Most startup marketing capabilities never fully crystallise. Here's why they get stuck, and the four mechanisms that cause them to collapse.

Derrick Cramer
·
March 23, 2026
Marketing Insights

Cognitive Heterogeneity in Marketing Leadership: Startup-Native vs. Corporate-Transplant Patterns

Startup natives and corporate transplants don't just know different things. They think differently — and the gap shows up before the first decision is made.

Derrick Cramer
·
March 23, 2026
Marketing Insights

The Metacognitive Paradox: Why Knowing Your Biases Doesn't Fix Them

You can name the bias as it happens. You can feel the loss aversion operating in real time. It doesn't help.

Derrick Cramer
·
March 19, 2026
Marketing Insights

The Experience Paradox: When Marketing Expertise Becomes a Liability

More prior experience produces better pattern recognition and worse calibration when the domain changes. The GPS is confident. The map is wrong.

Derrick Cramer
·
March 19, 2026
Marketing Insights

The Activation Trap: Why Marketing Leaders Systematically Under-Invest in Long-Term Growth

A 70/30 activation-to-brand split feels eleven times worse than 90/10. Not because of strategy — because of how the brain evaluates losses under constraint.

Derrick Cramer
·
March 19, 2026
Marketing Insights

Effectual Orchestration: A Framework for Building Marketing Capability Under Constraint

The leaders who build durable marketing capability under constraint don't do smaller marketing. They operate with a fundamentally different logic.

Derrick Cramer
·
March 19, 2026
Marketing Insights

Pay B2B Marketers Like Salespeople: The Case for Marketing Performance Commission

Sales teams have been thriving on performance-based compensation for decades, but can marketers, whose impact often feels broader and immediate, reap the same benefits?

Derrick Cramer
·
March 3, 2026
Marketing Insights

How Growing SaaS Companies Should Build and Scope Their Marketing Team

Building a SaaS marketing team isn't about checking boxes on a hiring spreadsheet, it's about creating a team that balances strategy, execution, and adaptability.

Derrick Cramer
·
December 19, 2024
Marketing Insights

How early-stage B2B companies can measure the value of content

Simply put, the content kingdom is under threat in 2025 from an onslaught of mediocre content, and soon “only output matters” will change to “does this content actually drive results?”

Derrick Cramer
·
December 9, 2024
Marketing Insights

Young B2B SaaS Companies and Their PR Obsession

"Implement now, figure out how to measure later, as long as we agree PR is a magic bullet, right?"

Derrick Cramer
·
October 29, 2024
Marketing Insights

What B2B startups get wrong (and right) when hiring marketing leadership

"And out of the wilderness rode the Renaissance Man atop his faithful unicorn, destined for the Goldilocks pass..."

Derrick Cramer
·
October 23, 2024
Marketing Insights

"AI Should Write Your Content For You" - Former Journalist

AI writing assistants would've destroyed my early writing career - and I would've deserved it

Derrick Cramer
·
October 14, 2024
Marketing Insights

Founders, (some of) you are asking the right marketing question by accident

"What would you change about our website?"

Derrick Cramer
·
October 6, 2024
Marketing Insights

Shut Up About Growth Hacking Already

"Here comes survivorship bias with the chair - oh lord he's been knocked out!"

Derrick Cramer
·
September 23, 2024
Marketing Insights

"You can't compare us to 'Company X', they're far larger"

Comparison is the thief of joy. And nothing steals joy from a founder quite like comparing their startup to an existing, often much larger player. Let's steal some joy in this opinion piece, shall we?

Derrick Cramer
·
September 16, 2024

Ready to build a marketing engine you can steer?

Book a 30-minute call to discuss where you are, what’s blocking growth, and whether Gossamer is the right fit.

Book a call →

What clients say.

From founders and marketing leaders who chose capability over noise.

Derrick's extensive digital marketing expertise has been a great resource for the company. Thanks to his strong knowledge and experience in this area, we were able to launch a new website, new branding, and new marketing channels that we had previously not maximized.

Jennifer Van Den Brink, Head of GTM
Textkernel

Collaborating with Derrick has been instrumental in shaping Datavillage's initial growth strategy—from definition to execution. His structured and insightful guidance enabled us not only to clarify our direction but also to lay the essential groundwork for expanding our sales reach and strengthening our market positioning.

Frédéric Lebeau, CEO and Co-Founder
Datavillage

Derrick consistently delivered a commendable performance, embodying the qualities of dedication, creativity, and strategic thinking. His ability to navigate the rapidly evolving fintech landscape has been instrumental to our organization's success.

Founding Team
Hawk (Formerly Hawk AI)

I want to emphasize again how well you are doing on LinkedIn, your CTR rates are in the top 1% of our clients! In fact, it's incredibly rare to see this performance on LinkedIn, with the benchmark being between 60% and 70% lower—so congrats on this success!

Customer Success Manager
LinkedIn
Resources
Blog
Connect
LinkedInEmail
© 2026 Gossamer. All rights reserved.
PrivacyTermsCookies