R01 · FIELD ROUTE
Decisions under pressure
Commercial systems rarely fail because everybody stopped thinking. They fail when responsible decisions accumulate into a machine nobody intended to build.
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The dashboard defence
In B2B, the dashboard often arrives after the decision and is treated as if it came first. A lot of B2B marketing decisions are made before the monthly pack is finished - sometimes before...
Open work -
The career risk factor
Most B2B marketing builds account profiles around firmographics and intent signals. Meanwhile, deals often turn on something harder to see in the data: whether a buyer can defend the choice...
Open work -
Small markets, big impact
When your total addressable market fits in a spreadsheet, you don't run marketing at scale, you run marketing under constraint. Someone in a small B2B category will eventually say the...
Open work -
The attention bottleneck
We see thousands of brand messages a day. Most disappear without trace. The real challenge in B2B marketing isn't access - it's cutting through. But in the race to optimise, most brands are...
Open work -
Introduction: Bad assumptions
A book about sensible decisions that produce the wrong marketing system. B2B companies often fail at marketing because the business keeps making sensible decisions that add up to the wrong...
Open work