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Marketing leadership

In Marketing the Art of War Was Never About Fighting

The Art of War has a branding problem. It tends to get adopted by people who picture themselves as the general on the hill or the warrior in…

Alex BenavidesSeptember 11, 202611 min read

Latest.

Brand and positioning

We Keep Watching Companies Tell Their Best Stories Last (Or Never)

Over the past year, we've seen the same process play out again and again. Someone opens an AI tool, they describe the…

Daniel BenavidesJuly 31, 20265 min read

Simulation of an email merge thought to be enough for an ABM campaign.

Go-to-Market

Your ABM Is Just a Merge Field (And They Can Tell)

You built the account list. You researched the logos. You dropped {{first_name}} and {{company}} into the sequence and turned it on. That…

Alex BenavidesJune 5, 20268 min read

An image of an office unicorn to talk about the challenge organizations hit.

Marketing leadership

Most Companies Don’t Need a Unicorn Hire. They Need Transitional Leadership.

One of the most common mistakes growing companies make is trying to solve organizational problems with a single hire. The logic feels…

Alex BenavidesMay 15, 20264 min read

From usSomeone senior owning the number, without hiring for it.

Fractional marketing leadership: strategy, planning and the people who run it, for companies that are not ready to hire a CMO and are past doing it themselves.

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Everything we have written.

27 articles

Marketing leadership

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A Second Opinion goes out when we have something worth saying. One piece, written by whoever did the work.

The writing behind the work.

In Marketing the Art of War Was Never About Fighting

Latest.

We Keep Watching Companies Tell Their Best Stories Last (Or Never)

Your ABM Is Just a Merge Field (And They Can Tell)

Most Companies Don’t Need a Unicorn Hire. They Need Transitional Leadership.

Everything we have written.

In Marketing the Art of War Was Never About Fighting

We Keep Watching Companies Tell Their Best Stories Last (Or Never)

Your ABM Is Just a Merge Field (And They Can Tell)

Most Companies Don’t Need a Unicorn Hire. They Need Transitional Leadership.

AI Is Supposed to Make Marketing Teams Faster. But faster at What?

ABM Benefits Customers More Than It Benefits You (And That’s Good!)

The Funnel Doesn’t End at the Sale (But Most Reporting Does)

Marketers: Who Has the Ball (And Do They Need a Blocker)?

Never Lose Sight of the Human Side of Marketing

Customer Experience Is a Marketing Growth Channel (Especially If No One Owns It)

Why People Trust Some Brands Instantly

Marketing Should Be an Input to Shaping Business Strategy.

Being Everywhere Isn’t the Same as Being Memorable

Most Businesses Don’t Have Customer Journeys. They Have Complicated Email Blasts.

Marketing Experiments Need a Control, Which Needs Control.

You Are Generating More Data Than You Are Using

What is Account-Based Marketing (ABM)?

You Can’t Just Refund Big B2B Purchases.

Most Companies Are Remarketing to the Wrong People

Don’t Over Index on Advertising.

What is blended Customer Acquisition Cost (bCAC)?

Marketing Goes Beyond Advertising and Sales Enablement.

Brand is Not Just Marketing’s Job. It’s Everyone’s Job.

Be a Good Steward of the Marketing Resources You’re Given.

Simplicity in Marketing is Not a Lack of Depth.

In Marketing, Boldness = Efficacy Not Bravado.

What Happens When Every Person is a Customer?

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