DemandWorks
B2B Demand Generation & Pipeline Strategy
Marketing is only real when it turns into revenue.
Demand generation is where marketing either becomes revenue or becomes noise. DemandWorks covers full-funnel strategy, lead-to-revenue frameworks, and pipeline acceleration for teams accountable to a number.
The through-line: marketing is only real when it turns into pipeline you can defend in a board meeting.
CPV Meaning: What Cost Per View Actually Tells Your CFO (And What It Doesn’t)
Every quarter, I watch marketing leaders walk into board meetings with video campaign reports that make Finance squint. The culprit is usually CPV—cost per view—a metric that sounds straightforward until someone asks what “view” actually means and whether it moved pipeline.
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.”)
If You Want to Prove Incrementality Without MMM, You’d Better Love Science (and a Little Chaos)
Proving Incrementality Without Marketing Mix Modeling in 2026The Challenge of Proving IncrementalityLet’s get one thing straight: in marketing, proving incrementality is the business equivalent of asking, “Does this outfit make me look successful, or am I just good at faking it?” For years, the
If You Stop Watering the Plant, Don’t Be Surprised When It Wilts: What Happens to CAC When Brand Spe
Brand Spend, CAC, and the Hidden Costs of Cutting Marketing BudgetsThe “Would You Rather” Dilemma for CMOsLet’s play a quick game of “Would You Rather?” Would you rather: (A) Stop brushing your teeth for a year, or (B) Stop investing in your brand for a year? If you’re a CMO, you know the answer is
Pipeline Velocity Is the Metric Boards Actually Care About
Stakes & Outcome: Why Pipeline Velocity Is Boardroom OxygenWhat’s at risk: If you can’t answer “How much revenue will we close, and how soon?” with math, you’re not running a revenue engine—you’re running a hope machine. Boards don’t fund hope. They fund predictability. Miss pipeline velocity
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