DemandWorks
Marketing is only real when it turns into revenue.
If You’re Still Forecasting Like It’s 2019, You’re Basically Using a Weather App from 1997
AI-Powered Pipeline Forecasting: Why Old Methods No Longer WorkThe Changing Landscape of Pipeline ForecastingLet’s get one thing straight: forecasting your pipeline in 2026 is about as straightforward as trying to predict San Francisco weather with a Magic 8 Ball. (Spoiler: “Outlook not so good.”)
The 60/40 Rule Revisited: When Demand Creation Actually Pays Off
Stakes & OutcomeStakes: If you’re still running demand creation and demand capture at a 60/40 split because “that’s what the industry says,” you’re risking wasted budget, missed pipeline, and a forecast your CFO won’t sign. The classic 60/40 rule (60% brand/demand creation, 40% demand capture)
The Hidden Cost of Performance-Only Marketing on Brand Equity
The Hidden Cost of Performance-Only Marketing on Brand EquityStakes & OutcomeStakesIf you’re running performance-only marketing—chasing clicks, conversions, and short-term pipeline—you’re not just leaving long-term growth on the table. You’re actively eroding your brand’s ability to command
Finding the Best B2B Digital Marketing Consultant: A CMO's No-BS Guide for 2026
The B2B marketing consultant market is filled with impressive decks and disappointing results. This guide gives CMOs a practical framework for finding someone who can actually move the numbers.
The Future of Advertising in ChatGPT: Why Behavior Beats Targeting
The Future of Advertising in ChatGPT: Why Behavior Beats TargetingRethinking Targeting in the Age of Conversational AIIf you want to understand the future of advertising in ChatGPT, forget everything you know about targeting. Seriously—put it in a box, label it “2010s,” and slide it under your
If “Being Known” Is the Party, “Being Remembered” Is the Afterparty (And Most Brands Never Make It P
Brand Awareness Versus Brand Memory: Why Being Remembered MattersLet’s start with a confession: I once spent $50,000 on a campaign that made our brand “known” to 1.2 million people. The result? A spike in website traffic, a few congratulatory texts from agency friends, and a lingering sense of
The #1 Error with AI GTM Agents: Assuming They Can Do What Your Team Hasn’t Already Figured Out | Sa
AI GTM Agents Don’t Fix Go-To-Market. They Scale It—Including the Parts That Lose Money. Your AI SDR can send 3,000 emails a month. Your human SDR sends 150. That sounds like efficiency—until you do the math on list burn, brand damage, and sales time. Here’s the math: if your current outbound gets a
How to Reallocate Budget Without Tanking Pipeline
Board-Grade Memo for GTM Operators: Budget Reallocation Without Pipeline LossStakes & OutcomeStakes: You’re being told to cut or reallocate budget—now. The risk: miss pipeline targets, blow CAC payback, and lose board confidence. The outcome we’re solving for: reallocate spend with
If Demand Capture Were a Buffet, We’d All Be Fighting Over the Last Shrimp
The Shrimp Buffet Analogy: Demand Capture in 2026Picture this: It’s the annual SaaS industry holiday party. The buffet table is groaning under the weight of shrimp cocktail, sliders, and those mysterious “artisan” cheeses that taste suspiciously like the ones from Costco. Now, imagine every