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…
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…
CMO core competencies are the skills and capabilities that determine whether a chief marketing officer can actually do the job at the level the business needs. Not the skills listed on a job description, but the ones that separate the CMOs who build something lasting from those who are gone before the strategy lands. The…
Deal strategy is the set of decisions that determine how you structure, position, and close high-value commercial opportunities. It covers pricing architecture, competitive positioning, stakeholder sequencing, and the commercial logic that sits behind every significant sale. Most marketing teams treat it as someone else’s problem. That’s a mistake that costs revenue. The gap between marketing…
Marketing organizations are the structures, reporting lines, and operating models that determine how marketing work gets done inside a business. The way a marketing function is organized shapes what it can deliver, how fast it moves, and whether it drives commercial outcomes or just produces activity. Most companies underestimate how much structure influences performance. A…
An ambidextrous leader is someone who can operate in two modes simultaneously: managing the current business with discipline while building the future business with imagination. In marketing, this means holding short-term commercial accountability in one hand and long-term brand investment in the other, without dropping either. Most marketers are wired for one or the other….
Leading in a culture of change is not about having all the answers before the room settles. It is about making clear decisions with incomplete information, keeping teams oriented when the ground shifts, and knowing the difference between change that matters and change that is just noise. Most leaders struggle not because they lack vision,…
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