Strategy
Why Your Marketing Funnel Isn't Really a Funnel
The funnel diagram is a useful summary and a poor operating model. Here's a more honest way to map how people actually become customers.
6 min read
Field Notes
Field notes.
Practical thinking on marketing systems — where they break, how to diagnose them and what to fix before spending more.
Paid Media
What You Should Own Before Hiring a PPC Agency
Account ownership decides what you keep when an engagement ends. Sort it out before the first campaign launches, not after.
5 min readAnalytics
Marketing Metrics That Actually Help You Make Decisions
A metric earns its place in a report by changing a decision. Most of the numbers in a standard marketing report do not.
6 min readCRM
Why More Leads Won't Fix a Broken Follow-Up Process
When follow-up is inconsistent, extra lead volume increases waste rather than revenue. Fix the response layer first.
5 min readCRM
CRM vs. Marketing Automation: What Small Businesses Actually Need
The two tools solve different problems and overlap enough to cause expensive confusion. Here's how to tell which one you're missing.
6 min readAudits
How to Audit Your Lead Journey From Click to Customer
A practical walkthrough you can run yourself, in an afternoon, without buying anything.
7 min read
Next step
Reading about it is step one.
If any of this sounds like your setup, a system review will tell you which part to fix first.