The AI reorganization is a proxy metric

Companies that cannot measure whether the AI worked reach for a decision they can announce instead. The restructuring is the proxy.

Marketing teams are the last department trusted with a number

Marketing built the MQL because it could not see revenue, then optimized against the proxy until it detached from the outcome.

The seventy twenty ten rule, and why it is the only budget framework I trust

The math is boring on purpose. Most budgets fail because the ten percent quietly grows to forty during good quarters.

AI is going to eat the marketing execution layer

Every debate about this happens at the wrong level of abstraction. The question is which tasks get commoditized, and what the org chart looks like after.

Attribution is a religion, not a science

Every model is wrong in a direction that flatters whoever built it. Attribution is a political answer to how we allocate credit.

Why founders keep hiring the wrong first marketer

Founders hire creators when they need builders. The mistake is invisible until month eight, when the campaigns look great and the pipeline is empty.

What I learned running marketing for fifteen founders at once

No direct authority, no dedicated budget, and fifteen founders who each believed theirs was the most important company on the roster.

The category creation playbook I learned before VR was a category

In 2008 I was selling virtual campus tours to universities. The product worked. Nobody had a slot in their head to put it in.

The seam between marketing and enrollment is where most funnels break

Lead capture is fine. Call quality is fine. The problem is the handoff between them, and no single team owns it.

The ninety day plan is a trap

Every exec hire is asked for one. Almost every one of them describes a company the person has not met yet.

Brand is now whatever the model says it is

A growing share of buyers form their first impression of you without visiting your site. Nobody is auditing that impression.

Hire RevOps before you hire another marketer

The best marketing hire I ever made did not do any marketing. She made it possible to tell whether anyone else was working.