Alex Benavides

Alex is the founder of Column 13. He started his career as an operator inside scrappy sales and marketing teams, most recently leading field marketing at Optiwatt. He built Column 13 as the kind of outside partner companies should be able to call on: a small group of senior practitioners who'd own the work instead of pitching it. He writes here about marketing his way, with a focus on the compounding impacts of customer economics, channel discipline, and the long middle that many agencies skip.