Essays, field notes and briefings on performance marketing, digital transformation and AI — written from inside mid-market and PE-backed operating seats, not from a conference stage.
Five-year holds don't tolerate brand-first marketing leaders. The new mandate is operator-grade: pipeline, payback, and platform consolidation — measured every quarter against the LBO model.
Why most PMax accounts under €50k/month leak 18–24% to brand cannibalisation — and the three structural fixes that recover it before the next board pack.
ChatGPT, Perplexity and Gemini are now the first surface for 12–18% of considered B2B queries. The GEO playbook for mid-market firms that don't have a Fortune 500 SEO team.
A working sequence — domains, attribution, CRM, ad accounts, brand — that turns a bolt-on into a revenue contributor inside one quarter instead of three.
A field-tested audit method for cutting martech spend 30–40% without losing capability — and the four categories where consolidation usually backfires.
The hybrid pod model that mid-market operators are quietly standardising on — and the three roles that have to sit inside the business, no exceptions.
A pragmatic geo-holdout framework you can run in Looker Studio over a weekend. Includes the two sanity checks that catch 90% of false positives.
How to instrument a marketing team's AI usage so the EBITDA story holds up in the next investor update — without turning the office into a surveillance state.
Why 70% of CDP implementations stall inside the first year — and the operating-model preconditions that decide whether the platform pays back or becomes a line item to defend.
A decision tree for go/no-go on Salesforce, HubSpot and Dynamics moves — built from twelve mid-market transitions, six of which we'd undo if we could.
No roundups. No takes on takes. A single, written briefing on what's actually moving inside the accounts, boards and stacks I work in — sent the first Monday of each month.