Reading
Go-To-Market & Growth
The company already works
B2B marketing leadership is often about building the system around a company that already converts, especially as millions of owner-led businesses change hands. Read
Why expanding between similar markets is harder than it looks
I’ve led marketing across Australia, North America and Europe. Shared language makes those moves look easy, and the research says that’s the trap. Read
Why your funnel isn’t the problem
When conversions drop, teams usually look to the funnel. In my experience the funnel is often reflecting problems upstream, in positioning, targeting and go-to-market. Read
Hiring doesn’t travel any better than marketing does
International expansion tends to strain hiring and marketing at the same time. Why roles, structures and seniority translate less cleanly across markets than companies expect. Read
The go-to-market assumptions that don’t survive a new market
International expansion often stumbles for reasons that aren’t obvious at the start. The go-to-market assumptions that tend to break when a company enters a new market. Read
On inflection points and layoffs
After layoffs or a market inflection point, the instinct is to cut or wait. A systems view of how marketing leadership can steady growth instead. Read
When no one owns the customer experience in service businesses
A window installation at my own house showed a common failure in service businesses: marketing without authority, and a customer experience nobody fully owns. Read
Marketing notices the job change first
As a company grows, the CEO’s job changes quietly. Marketing is often where those shifts surface first. Read
The company as ecosystem: how work is quietly reorganizing
More professionals are choosing independent, trust-based work, and companies are redefining what a team looks like as a result. Read
