Marketing Market segmentation in a dual speed economy Most market segmentation assumes people can act on what they believe—but in a fractured economy, capacity matters more than intent
Marketing CMO credibility gap: 2x growth claims meet 1x investments Marketing leaders claim robust revenue growth while operationally preparing for downturn, creating a strategic tension boards must resolve through rigorous capital allocation frameworks.
Marketing Featured Beyond tactification: reuniting marketing with strategic decision making Companies that separate marketing from strategy are making decisions without market intelligence, leaving growth to pure chance.
Marketing Featured Market misorientation: why go-to-market strategy keeps failing Most executives treat symptoms while the disease progresses: your GTM bottlenecks aren't where you think they are.
Marketing Value over price: how B2B buyers actually make decisions B2B buyers aren't evaluating your price—they're calculating ROI, assessing risk, and navigating internal politics to justify the value you promise to deliver.
Marketing The 1P marketing trap & why many SaaS businesses fail The uncomfortable truth about SaaS and why marketing strategy determines who wins.
Marketing A strategic approach to pricing power in recession Pricing is a powerful lever to defend value, signal market position, and avoid discounting.
Marketing $100BN black box: your digital ad budget's vanishing act Companies lose billions to programmatic advertising fraud while marketing executives stay silent.
Marketing How to model the financial return of brand investment Marketing isn't exempt from time, risk, or return hurdles. Model brand like capital investments.
Marketing CMOs: marketing is a time-adjusted growth investment Present value logic transforms marketing from narrative to numbers. Your CFO says thanks.
Marketing Brand marketing is a capital investment—treat it like one Reframe brand as a high-return asset. Learn to model marketing using future value and IRR.
Marketing Featured Why marketers must prioritize the CFO relationship Only 19.8% of B2B marketers prioritize the CFO relationship. Not serious people.
Marketing Marketing is growth capital allocation, not opex Marketing isn't opex. It's growth capital with a time lag. Allocate resources with GM-level discipline.
Marketing Marketing framing vs financial reality & customer respect Empower wants you to think they have a secret to boosting your savings. Consumers deserve better marketing.
Marketing The marketing time machine doesn’t exist, sorry Marketing is not magic. It's just math. Marketing works, just not like a vending machine.
Marketing A framework to deliver a corporate growth mindset Most companies think they're customer oriented, but they're not. Which is one reason they stay small.
Marketing The forgotten truth about services marketing The first rule of service marketing: The core of service marketing is the service itself.
Marketing Digital ad growth to slow on consumer confidence Ad growth slowdown an opportunity to reset digital advertising spend waste and programmatic fraud.
Marketing Great marketers have an arbitrage opportunity There's a significant arbitrage opportunity for great marketers: education and fundamentals.
Marketing The finance rationale for brand investment Brand marketing delivers results CFOs value, like pricing power and above category margins.
Marketing Differentiation: a finance optimization strategy Mature marketers see brand differentiation as a financial optimization strategy.
Marketing Are Fortune 500 CMOs on the chopping block? Marketing leadership sits in a precarious position. Only 71% of the F500 have a CMO.
Marketing OKX-McLaren partnership bet pays off, rewards patience OKX looked for a distressed asset rather than overpaying for a winning brand. The bet paid off.
Marketing Marketing is hard, so let's cut the judgement "If you’re not in the building, you don’t really know," and other memorable quotes.
Marketing Did Starbucks really ditch their CMO role? Don't believe the media hype. Marketing power in fact increased at Starbucks.
