Paid advertising on streaming and connected TV sits in an awkward middle ground for most marketing teams. It looks like television, gets bought like digital, and gets evaluated like neither. The result is a channel that is chronically misunderstood, routinely misused, and consistently underperforming its actual potential. CTV and streaming inventory gives advertisers something broadcast…
Intent-based marketing is the practice of targeting buyers based on behavioural signals that suggest they are actively researching or considering a purchase. Done well, it concentrates budget on high-probability prospects and reduces wasted spend. Done poorly, it becomes an expensive exercise in chasing the same finite pool of in-market buyers that every competitor is already…
Adobe Experience Cloud and Oracle Marketing Cloud are both enterprise-grade platforms built for serious marketing operations. Adobe is stronger on experience management, content personalisation, and analytics depth. Oracle is stronger on data integration, B2B marketing automation, and CRM connectivity. The right choice depends on where your marketing complexity actually lives. That said, most organisations evaluating…
The marketing operations role sits at the intersection of strategy, technology, and process, and it is one of the most misunderstood positions in modern marketing organisations. At its core, it exists to make marketing work better: cleaner data, faster execution, tighter measurement, and fewer expensive mistakes. But the job description varies wildly from one company…
A persona map is a structured framework that organises your target audience segments into distinct profiles, capturing who they are, what they care about, how they make decisions, and where they spend their attention. Done properly, it becomes the connective tissue between your product positioning, your channel strategy, and your messaging hierarchy. Done badly, it…
Measuring AI assistant success in a marketing department comes down to three things: time recovered, output quality, and commercial impact. If you cannot answer those three questions with reasonable specificity, you are not measuring AI adoption, you are celebrating it. Most marketing teams that have deployed AI tools spend the first six months talking about…
Demandbase and 6sense are the two dominant account-based marketing platforms in B2B, and on paper they look almost identical. Both use AI-driven intent data to identify in-market accounts, both orchestrate multi-channel engagement, and both promise to align sales and marketing around the same pipeline signal. The difference is in how they’re built, what they prioritise,…
An interim CMO gives a business senior marketing leadership on a fixed-term basis, without the cost, commitment, or risk of a permanent hire. The benefits go well beyond filling a gap: a good interim brings outside perspective, commercial credibility, and the ability to move fast precisely because they have no political skin in the game….
Business-level strategy addresses one overarching question: how does a company compete in its chosen market? Not which markets to enter, not how to allocate capital across divisions, but specifically how a business will win customers, hold its position, and generate sustainable returns within the competitive arena it has chosen to operate in. That question sounds…
Starting as a CMO is one of the most commercially exposed positions in business leadership. You inherit a team, a budget, a set of assumptions, and a board that wants results before you have had time to understand what is actually driving them. The first 90 days do not determine whether you succeed, but they…
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