AI Personalisation: Why the Expert Must Stay in the Room
AI can personalise at scale. What it cannot do is read the room or know when a relationship is at risk. Here’s where human judgment stays essential.
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Thinking out loud on B2B revenue.
Articles on the gap between sales and marketing, how to close it, and what I have learned doing it for 18 years across some of the most demanding B2B organisations in technology and financial services.
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From the archive
B2B Revenue Attribution: Stop Reporting, Start Deciding
Most B2B attribution models tell you what happened, not what to do next. Here’s what revenue attribution actually requires – and where most teams get it wrong.
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Your B2B Marketing Dashboard Is Lying to You
If your marketing looks great on a dashboard but revenue tells a different story, the problem isn’t your campaigns. It’s your measurement model.
ReadA dashboard is a story. Most teams are reading the wrong chapter.
B2B Marketing Strategy: 6 Principles That Outlast Every Trend
Tactics change. Algorithms change. These six B2B marketing strategy principles have driven revenue across every market cycle – and still do in 2026.
B2B Influencer Marketing: Why Thought Leaders Outperform Ads
87% of B2B buyers trust content from industry experts they know. Here’s what an effective B2B influencer marketing strategy actually looks like in 2026.
B2B Brand Building: Why Buyers Choose You Before You Know It
B2B buyers shortlist vendors before ever contacting sales. Here’s what brand building actually does to your revenue – and what it costs you not to invest.
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