Honest takes, from the trenches.

Demand Gen Done Right

Demand generation isn't a channel. It's the gap between the market believing you exist and the market believing you're worth buying.

Your pipeline isn't broken. Your targeting is.

Most pipeline problems are targeting problems in disguise. Fix the ICP before you fix the funnel.

The 90-Day Diagnostic

What a proper marketing audit actually looks like — and why most 'audits' are just activity reports with better fonts.

Your marketing is self-indulgent

If the people it's supposed to sell to don't see themselves in it, it's not marketing. It's a vanity project with a budget.

If your CMO can't speak CFO, you have a problem

Payback period, CAC, magic number, NRR. A CMO who can't hold this conversation doesn't belong at the exec table.

Your website is a liability

Most B2B websites are museums of old positioning. Three clicks in, your prospect already knows you don't know who they are.

AEO: What SEO looks like when the machines are reading

Answer Engine Optimisation isn't a rebrand of SEO. It's a different game, with different stakes, and most teams are showing up with last decade's playbook.

Not every stage needs a full-time CMO

When to hire fractional. When to hire permanent. When to hire an agency instead. A plain-English decision tree.

Honest work

What I mean when I say 'outcomes over activity' — and why it's harder than it sounds.

Why LinkedIn has gone quiet

The feed hasn't collapsed. Attention has. Here's what's replacing it — and what that means for your pipeline.

What I wish I'd learned younger

Fifteen years in, a short list of things I got wrong for longer than I should have.

Hope is not a strategy

When I walked into a new client in 2025 the marketing team was busy - very busy !