Arguments, not evidence. Where the fashion of the month collides with the maths a CFO actually reads. The formal working papers live in Resources. This is the plain-spoken version.
A third of the Fortune 500 has dropped the CMO title. The uncomfortable reading is not that marketing was demoted, but that the seat is going to whoever answers for the commercial number, and that number is sitting unowned.
Read →Sales owns the revenue line, and two functions cannot own the same number. Marketing's number is the one nobody else holds: the efficiency of how customers are won.
Read →The panic, and the tools sold to chase dark channels, are not real. The honest answer is not a cleverer way to see. It is a brand worth recommending and unit economics worth watching.
Read →B2B marketing built the most sophisticated measurement function in business history, and still cannot answer its simplest commercial question. How the ecosystem came to answer everything except the one that matters.
Read →A $300M business spending $3M a year to win customers worth roughly $40 each. What the unit economics question revealed, and what changed once someone finally asked it.
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