Analysis for commercial leaders on the issues that matter to the board. We answer the questions your directors are asking and identify the challenges that will soon confront your strategy and your bottom line.
The Latest
Why the marketing budget reaching one in twenty buyers leaves the other nineteen deciding without you.
Four moves B2B marketing must make to stop wasting budget, reach the buyer who has already moved, and bring the case back to the boardroom in the language it answers to. Drawing on primary interviews across Transmission, Ziggy, Engaging Interactions, Rooster Punk, Reachdesk, Adobe, LinkedIn, Directive Consulting, Automated Creative, and Creative Engineers.
The Series
Why the CMO still classifying trust as a reputation metric is carrying a balance-sheet liability the board has not priced.
Three forces are withdrawing credibility from the digital economy at the same time. Drawing on primary interviews across Trustpilot, TripAdvisor, Incrmntal, Clinique, RTB House, Secret Cinema, Yahoo, Happydemics, GumGum, and the ANA.
Includes Board Presentation
Why the brand not yet machine-readable is losing share of intent before the board can see it.
The agentic shift runs on two clocks. Search-mediated discovery is collapsing while the machine agent emerges as the buyer of record. Drawing on primary interviews across Salesforce, Klaviyo, Snowflake, LG Ad Solutions, Conductor, Pantheon, Optimizely, Wpromote, and the ANA.
Includes Board Presentation
These briefings are built from direct conversations with the CEOs and CMOs setting the commercial agenda. We identify the decisions these leaders are making now to handle the challenges that will soon confront your board.
Intelligence
Regular analysis for commercial leaders. We answer the questions currently on the board's agenda and identify the challenges forming just outside of it.