The right KPI for a brand manager connects brand activity to commercial outcomes, not just awareness numbers. Brand managers are often measured on metrics that feel significant but tell you very little about whether the brand is actually doing its job: growing preference, protecting margin, and building the kind of equity that makes future marketing…
SaaS packaging is the structural decision that determines how your product is bundled, tiered, and priced for different customer segments. Get it right and it accelerates acquisition, improves retention, and expands revenue without adding headcount. Get it wrong and you create friction at every stage of the funnel, confuse buyers who were ready to convert,…
Brand sentiment is a KPI, but not in the way most teams treat it. It measures directional perception across a population, which makes it a useful indicator of brand health, but a poor substitute for commercial accountability. When sentiment is tracked consistently, in context, and alongside metrics that connect to revenue, it earns its place…
The OpenView SaaS Benchmarks report is one of the most referenced datasets in B2B software. It covers growth rates, net revenue retention, CAC payback periods, and go-to-market efficiency across hundreds of SaaS companies at different stages. If you run a SaaS business, or advise one, it is worth understanding what the benchmarks actually measure, where…
The OpenView SaaS Benchmarks 2023 report is one of the most useful data sets available to SaaS operators and growth marketers, covering growth rates, net revenue retention, burn multiples, and go-to-market efficiency across hundreds of private SaaS companies. If you run GTM strategy for a SaaS business, or advise one, it gives you a rare…
CAC payback period measures how long it takes to recover the cost of acquiring a customer through the gross margin that customer generates. Get it right and you have one of the most useful signals in your go-to-market toolkit. Get it wrong and you can spend years funding growth that quietly destroys value. The formula…
The future of martech is not about more tools. It is about fewer, better-connected ones doing more of the work your team currently does manually. The stack has been growing for over a decade, and the question most senior marketers are now asking is not “what should we add?” but “what are we actually getting…
Leader vulnerability is the deliberate practice of admitting uncertainty, acknowledging mistakes, and showing the human side of decision-making in ways that build trust rather than erode authority. Done well, it is one of the most commercially effective tools a senior leader has. Done badly, it becomes theatre, and people see through it immediately. The distinction…
Personalizing the customer experience means tailoring interactions, communications, and offers to individual customers based on what you know about their behavior, preferences, and history with your business. Done well, it makes customers feel recognized rather than processed. Done poorly, it makes them feel surveilled rather than served. Most companies are doing it poorly, and they…
AI’s impact on digital media and marketing in 2023 was real, uneven, and widely misread. The tools arrived faster than most teams could absorb them, the vendor claims ran ahead of the evidence, and the industry spent considerable energy debating hypotheticals while a quieter, more practical shift was already underway in the organisations that were…
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