Retention and expansion

The cheapest growth you have is the customers you already won.

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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…

Alex BenavidesSeptember 11, 202611 min read

A colorful image of a drop of water landing in a body of water creating ripples to represent how customer experience improvements create ripples even with small inputs.

Retention and expansion

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

Customer experience is talked about constantly, yet rarely treated like a growth lever. It lives in mission statements, brand decks, and quarterly…

Daniel BenavidesJanuary 22, 20264 min read

An image of a person with an exaggerated bullhorn to represent the email blasts as just noise versus customer journeys as informed ways to build trust and grow sales.

Retention and expansion

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

Most businesses send email. It’s familiar, relatively inexpensive, and easy to activate when something needs attention. Promotions, announcements, newsletters, reminders—email becomes the…

Daniel BenavidesJanuary 13, 20263 min read

Images of connected but different colored game pieces to represent the idea of different marketing customer segments.

Retention and expansion

What Happens When Every Person is a Customer?

Most companies define “customer” more narrowly than they could. It’s the person who signs the contract. The homeowner who books the service.…

Alex BenavidesJuly 31, 20253 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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