Demand generation, pipeline strategy, and lead-to-revenue frameworks. The full-funnel view that CFOs respect.
Why Brand Measurement Feels Slow in the Age of Instant ResultsLet’s play a quick game of Spot the Difference. On one side, you’ve got a startup founder, eyes wide, caffeine coursing through their veins, refreshing their dashboard every 15 minutes to see if their latest TikTok ad has gone viral. On
Board Memo: Why Community Is the Only Scalable Brand Moat LeftStakes & OutcomeDistribution costs are up 60% in five years (source: social.plus).AI and commoditization have collapsed product differentiation. Anyone can launch a “good enough” product in a weekend (Keeling, LinkedIn).Paid channels
Share of Voice vs. Share of Search: The New Marketing ScoreboardSpotting the Dinosaur: The Decline of Share of VoiceLet’s play a quick game of “Spot the Dinosaur.” No, I’m not talking about the agency creative who still thinks QR codes are the future. I’m talking about Share of Voice — that trusty
B2B Brand Awareness Versus Authority: Why Respect Beats RecognitionThe Popularity Contest in B2B MarketingLet’s be honest: in the B2B world, we’ve all been guilty of chasing the popularity contest. We obsess over impressions, high-five each other when our logo shows up in a Gartner report, and
Published: 2026-01-26How Mental Availability Shows Up in the ForecastIf you’re a B2B marketing executive, you’ve likely sat through more than one board meeting where the conversation turns to CAC—customer acquisition cost. The CFO wants a line of sight to payback. The CRO wants more pipeline,
# The Funnel Is a Finance Bug: How a Post-Sale Revenue Model Beats “More Leads” by 2–5x Most B2B SaaS companies run marketing like the sale is the finish line. That isn’t a “strategy.” It’s an accounting error. Here’s the math: if you sell a $24K ACV product at 80% gross margin and your blended […]
Net Revenue Retention: The Only Growth Metric That CompoundsIf you’re a B2B marketing executive still measuring growth by top-line ARR, it’s time to recalibrate. The market has spoken, and the verdict is clear: Net Revenue Retention (NRR) is the only growth metric that truly compounds. In 2026, the
Brand Isn’t Slow—You’re Measuring It WrongIf you’re a B2B marketing executive, you’ve heard the refrain: “Brand is a long game.” It’s usually delivered with a sigh, a shrug, or as a preamble to a budget cut. The implication is clear—brand is slow, brand is soft, brand is the luxury you fund after
Reddit Bets on Human Conversation at CES 2026If CES is the Super Bowl of tech, then Reddit just showed up with a halftime show that nobody saw coming — and instead of pyrotechnics, they brought juice bars, personalized tumblers, and a masterclass in what it means to actually connect with your
Microsoft PMax Updates for New Customer AcquisitionLet’s be honest: in the world of digital advertising, “new customer acquisition” is the marketing equivalent of chasing the Holy Grail—except the Grail keeps moving, the map is written in JavaScript, and the knights are all fighting over the same
The New Playbook for Content in the Age of Answer EnginesLet’s start with a confession: I used to think SEO was like assembling IKEA furniture. Sure, the instructions were in Swedish, but if you followed the steps—keywords here, backlinks there, a dash of meta tags—you’d eventually end up with
Signal-Based Warm Outbound for CFOs: Outcomes, Models, and BenchmarksStakes & OutcomeStakesSpray-and-pray outbound is dead weight on your CAC and pipeline. In 2025, it took 1,300+ activities to create a single opportunity (UserGems). That’s up 3–5x from 2022. Inboxes are saturated, domain
