Every marketing plan has a growth problem, and it isn’t the one you think. Plans don’t struggle to grow. They grow constantly. A new channel gets added because a competitor is on it. A webinar series starts because someone saw one work at a conference. A monthly newsletter launches, a trade show stays on the … Read more
There’s a specific kind of marketing plan that survives contact with real life. It fits on one page. It has one goal, one audience, three priorities, one metric, and one clear “not this quarter.” Most marketing plans don’t look like that. They’re long documents with too many goals, undefined audiences, and priority lists that haven’t … Read more
Here’s a question most marketing leaders and business owners can’t fully answer: Where is your Q4 budget actually going? Not in a “here’s our media plan” way. In a “what percentage of our Q4 marketing spend is doing measurable work” kind of way. The honest answer, for most companies, is uncomfortable. A chunk of every … Read more
Most companies start Q4 planning by adding to the list. New campaigns, new channels, a bigger push before year-end. The better move is to audit what’s already on the list before committing a single new dollar. Every quarter, marketing teams walk into budget conversations with activity to report and a vague sense that some of … Read more
When sales makes its own version of the marketing materials, that’s not a rogue sales team. That’s feedback, the clearest kind a marketing team ever gets, and one of the most consistently ignored. This is a hard conversation in most companies. Marketing worked hard on those materials. Leadership approved them. They look professional, on-brand, and … Read more
AI can write a blog post in seconds. It can generate twenty social captions before your coffee gets cold, suggest headlines, rewrite emails, summarize research, build content calendars, and turn one idea into a dozen formats. That’s genuinely useful. But there’s a growing problem with AI-generated marketing content: a lot of it sounds exactly the … Read more
Focus has become one of the most misunderstood ideas in marketing. Most businesses say they want a focused marketing strategy. Few actually build one. Instead, focus is often mistaken for concentration. Teams work harder, produce more content, launch more campaigns, and add more marketing channels. Activity increases, calendars become fuller, and dashboards report more numbers … Read more
When marketing results fall short, the instinct is often to spend more. Increase the advertising budget. Produce more content. Attend another trade show. Hire another agency. Launch another campaign. The assumption is simple: if the current level of investment isn’t delivering enough growth, a larger investment will. Sometimes that’s true. More often, it isn’t. We’ve … Read more
Most businesses don’t set out to create a confusing brand message. In fact, they usually spend a lot of time talking about their brand. They redesign websites, update presentations, rewrite brochures, refresh logos, and publish content across multiple channels. From the inside, it feels like the business is communicating constantly. Then something interesting happens. A … Read more
Most businesses think they have a marketing problem. They need more leads. More website traffic. Better social media. A new website. More content. Better ads. Those are usually the symptoms they see. The problem is that marketing is often expected to solve issues that started long before the first campaign was launched. Marketing can’t compensate … Read more
