Field Notes
The Line Item Nobody Fights For
Testing is usually the first casualty of a marketing transition — not from a decision against it, but from the absence of one for it. In midmarket B2C companies navigating an acquisition, expansion, or new mandate, testing gets sanded down into a small, occasional A/B habit or dropped entirely, crowded out by budget pressure and a department already stretched thin. This piece looks at why that quiet erosion is more costly than it appears, and why a deliberately unfinished testing program still tells you more than none at all.
The Relationship AI Just Put On Notice
Marketing transformation has a framework. Most experienced leaders know how to audit, sequence, and prioritize. What the framework can’t account for is everything else. This article explores why transformation is, underneath the structure, a fundamentally creative process and what it requires of a marketing leader to stay present to what’s unfolding rather than the version they planned for.
The Framework Is Binary. Transformation Is Not.
Marketing transformation has a framework. Most experienced leaders know how to audit, sequence, and prioritize. What the framework can’t account for is everything else. This article explores why transformation is, underneath the structure, a fundamentally creative process and what it requires of a marketing leader to stay present to what’s unfolding rather than the version they planned for.
The Version You Sent Upstairs
Marketing leaders don’t struggle to generate activity – they struggle to upgrade the system behind it. As companies move from regional traction to national growth, investments in brand, website, CRM, and marketing analytics become critical to scale, but they rarely feel urgent because performance still looks “fine.” This article explores how to recognize the early signals that your current marketing system will limit growth.
Identity and the Craft Trap
Marketing leaders don’t struggle to generate activity – they struggle to upgrade the system behind it. As companies move from regional traction to national growth, investments in brand, website, CRM, and marketing analytics become critical to scale, but they rarely feel urgent because performance still looks “fine.” This article explores how to recognize the early signals that your current marketing system will limit growth.
The Moment It Gets Real
Marketing leaders don’t struggle to generate activity – they struggle to upgrade the system behind it. As companies move from regional traction to national growth, investments in brand, website, CRM, and marketing analytics become critical to scale, but they rarely feel urgent because performance still looks “fine.” This article explores how to recognize the early signals that your current marketing system will limit growth.