Find Signals, Ignore Noise: A Sales-First Marketing Playbook

Marketing initiatives often leave teams questioning their true impact.

Jack Hutchinson found a better way to identify what actually works in an unexpected place.

His time as a BDR taught him an invaluable lesson: customer signals matter more than market noise.

Now as Head of Growth at Two Boxes, he's turned this insight into a powerful GTM playbook that's driving real pipeline—even with limited resources.

I sat down with Jack to learn how he cuts through the chaos to focus on what actually moves the needle, including:

• How to identify true customer signals in a noisy market

• Why most teams focus on the wrong metrics

• A framework for creating high-impact content with limited time

• Why sticking your head in the sand can accelerate growth

You can check out our full conversation [HERE]

If you want a quick summary, here are some of the key themes we discussed:

Finding Signal in a Noisy Market

When Jack joined Status as their first growth hire, his CEO gave him a simple goal: book one demo per day.

Simple, but not easy when you're creating a new category.

"Those first 90 days were challenging," Jack admits.

"Joe [Jack’s CEO] and I were really in the trenches together trying to figure out how we were going to grow."

Without existing market signals, Jack focused on finding "watering holes" where potential customers gathered.

This led to two key channels: agency partnerships and strategic content.

It took six months to see real movement. Nine months to feel confident in their strategy.

The lesson? Early GTM success requires both persistence and a systematic approach to finding where your market actually spends time.

Why Starting as a BDR Makes You a Better Marketer

Jack initially resisted the BDR role, but now sees it as foundational to his growth career:

"What being a BDR did for me, and what I'm incredibly grateful for now in hindsight, is you get into the mind of the prospect and the customer. You really get to understand how they think, what copy's resonating with them, what data points are resonating with them."

This front-line experience shaped his approach to content and enablement.

Instead of creating long-form case studies immediately, he starts with a single powerful slide:

"If you're an early stage marketer looking at case studies and content, you don't need to have 1,000 words, 1,200 words, 1,500 words. Just give me the most important data points first."

The One-Slide Framework for Resource-Constrained Marketers

In a resource-constrained environment, Jack developed a practical framework:

"Can this live on a slide first? Is there utility in having it on a slide instead of investing more time into a long form case study?"

This isn't just about saving time.

It forces marketers to focus on what prospects actually need to know: "How effectively can you communicate in as few words as possible?"

The framework extends beyond case studies to all enablement materials.

For sales teams, Jack provides two core assets:

• Email snippets for prospect outreach

• Slides that can be dropped into decks

Creating Rhythm in a Chaotic Environment

"I really do not like committing to things that I cannot do consistently," Jack explains.

This philosophy shapes his approach to content, partnerships, and team communication.

"I'm a systems thinker—if we can't templatize something at our size, it's probably not worth investing in," Jack emphasizes.

For example, he'd rather post on LinkedIn "Monday, Wednesday, Friday at 11:00 AM Eastern every week for the entire year" than have sporadic, unpredictable content.

This creates clear expectations both internally and with partners.

The same applies to enablement: "The most important thing with enablement is continuing to focus on 'here's where to look, here's where the resources will live, and here's when they're going to live there.'"

The Contrarian Take on Market Intelligence

Here's Jack's controversial but practical advice: sometimes you need to stick your head in the sand.

"I think there's benefit to sometimes sticking your head in the sand and just focusing on your sphere," he argues.

"If you spend too much time looking around on LinkedIn or Twitter... you can get very distracted and there's a lot of noise. Teams don't win because they don't focus on signal, they focus on noise."

This is especially relevant with rapidly changing technology like AI: "AI is changing so quickly. If I try every single day to identify a use case, I will never deploy anything. I'll never get anything in market."

Cutting Through to Pipeline

At Two Boxes, Jack's singular focus is pipeline.

This singular focus shapes every decision about where to invest his limited time and resources.

"This side of the industry that Two Boxes plays in is events and relationships driven," Jack explains.

"I need to be boots on the ground in market, talking to our prospects, talking to our customers, hearing their pains."

This insight led Jack to focus on three interconnected channels with the highest potential impact: events, content, and partnerships.

Events mean being "boots on the ground" with customers and prospects, building the face-to-face relationships crucial in their industry.

Through content, they educate the market about returns processing optimization, ensuring their expertise reaches beyond in-person conversations.

Partnerships tie it all together.

While they require significant upfront investment with no immediate return, partners become powerful allies who understand both the problem and Two Boxes' solution.

"Partnerships is a long-term game," Jack explains. "It is a high investment with potential high, long-term results."

This laser focus on pipeline helps Jack spot signal through the noise.

This episode is a must-watch for any GTM generalist trying to build growth playbook with limited resources.

Watch the full conversation [Here]