About Take the Market
Pipeline arithmetic in the open: calculators with their formulas, funnel benchmarks with sources, and B2B demand playbooks.
What it is
Take the Market is a publication for the people who run demand generation at B2B companies and own a pipeline number. It does the arithmetic in the open: every calculator prints its formula and a worked example, every benchmark names the report it came from and the page it is on, and every playbook ends in the number it should move.
When a source revises a figure, the page changes and says so. The old number stays visible, struck through, with the date of the change. That habit gives the site its look: a working document marked up in red.
What is on the site
- Guides (4). Explanations of the ideas demand teams argue about, with the definitions and the numbers on the table.
- Calculators (5). Each calculator shows its formula and a worked example before you touch an input, so you can check the arithmetic by hand.
- Funnel benchmarks (5). Stage-by-stage conversion, cost and cycle numbers from published sources, with the median, the middle half and where each number came from.
- Playbooks (6). Programs written as steps, each ending in the number it should move and how to read it.
- Templates (3). Working documents to copy: service levels, scoring sheets, dashboards. Each one explains every field.
- Methods (3). How to measure: attribution, scoring, service levels between marketing and sales, and the definitions behind them.
- Digests. Public reports read for you: the numbers that matter to a demand team, with page references.
- Glossary (12). The words of pipeline work, defined once, the way this site uses them.
- Tools. Every calculator and template in one index, each with its formula, a worked example and its defaults marked as example inputs.
- Agencies. A directory of demand generation, ABM, paid media, outbound, RevOps and lifecycle agencies, alphabetical and never ranked, with facts from each agency's own pages and a labelled opinion on who it fits.
- Voices. Records of what practitioners published that a demand team can learn from, with our label and our take, and a link to the original.
Masthead
- Editor
- Lila OdinaevEditor, responsible for what is publishedLila Odinaev edits CMO Tribune, Race to Scale and Take the Market. She has worked as an editor and writer for digital publications since 2017, and works on B2B marketing programs for software companies.
- Writing
- Take the Market DeskResearch and drafting, with AI models; every factual sentence checked against a source page
- Publisher
- Take the Market
Articles carry the byline Take the Market Desk and name their editor. No page carries an invented author. See how we work for the method and the rules for numbers, dates, agencies and Voices.
Publisher
Take the Market is published by Take the Market. Its sister publications are CMO Tribune and Race to Scale, which cover the marketing leader's job and growth tactics for smaller companies.