One idea a month on the commercial side of marketing: what it costs to win a customer, what they are worth, and why the two so rarely meet.
No spam, no funnel. One considered letter a month, and you can leave whenever you like.
A short essay from Alan. A single argument from the commercial side of marketing, no hype, no jargon.
A benchmark, a finding, or a metric worth knowing, with the source named.
A concrete note from practice: an anonymised pattern or a point of method that proves the idea.
It's written for CFOs, finance directors, marketing leaders, and the investors behind B2B technology and SaaS businesses: the people who hold the marketing budget and the people who answer for it. If that isn't you, it probably won't be useful, and that's fine.