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Articles, analysis, newsletters, briefings, and long-form content across B2B marketing, martech, and growth strategy. Twenty years of practitioner knowledge — written down.
Martech.org Articles · 12 published
The $2M Martech Procurement Mistake Most Teams Don’t See Coming
The buying process was broken before the demo began. A practitioner’s account of the decision failure that occurs upstream of the contract — and how to catch it before you sign.
Attribution Is Broken. Here’s What to Use Instead.
Multi-touch attribution tells a story about which channels drove conversion. The story is almost always incomplete — and most organizations keep reporting it anyway. Here’s the model that actually holds up.
Why AI in Your Martech Stack Fails Without Data Infrastructure First
Organizations are deploying AI marketing tools into data environments that can’t support them. The failure isn’t the AI — it’s the foundation it’s sitting on, and the sequence of decisions that got it there.
Why Martech Consolidation Is Quietly Increasing Enterprise Risk
Organizations consolidating their stacks under single-vendor agreements are reducing redundancy — and inadvertently concentrating risk. When one platform owns your data and your workflows, a contract dispute doesn’t create a gap. It creates a wall.
The MOps Leader’s Guide to Evaluating AI Vendors Without Getting Burned
Every AI marketing vendor promises transformation. Most deliver complexity. A structured framework for separating the tools that work from the ones that only work in the demo environment.
What Marketing Operations Leaders Need to Know About Data Governance in 2025
Data governance isn’t a compliance exercise. It’s the infrastructure that determines whether your martech investments work or quietly underperform for the next three years. Here’s the practitioner view.
Strategic Stack Blog · 18 posts
MOps Is the Highest-Leverage Hire Nobody Makes Early Enough
Marketing operations gets added after the tools, after the campaigns, and after the data problems are already baked in. By then, you’re not hiring — you’re rescuing.
Your Marketing Brief Is Where Campaigns Go to Die
Most campaign failures are written into the brief before a single asset is made. Vague objective, muddled audience, a message that means nothing specific to anyone.
Awareness Is Where Accountability Goes to Die
Brand awareness is the most expensive, least measurable marketing objective — and the one most likely to survive a budget cut because nobody can prove it didn’t work.
The Hidden Cost of Martech Buying: What the Vendor’s Business Case Won’t Tell You
The vendor’s ROI calculator answers the question they want you to ask — not the one you should be asking. Here’s what to look for before the demo ends.
You Don’t Have a Lead Problem. You Have a Definition Problem.
Sales says marketing leads are garbage. Marketing says sales doesn’t follow up. Both are right and both are missing the point: nobody agreed on what a lead actually is.
What Your Attribution Model Is Actually Measuring
Attribution models tell a story about which touchpoints drove conversion. The story is almost always incomplete, often misleading, and regularly used to justify what the team already wanted to do.
Ebooks & White Papers · 4 resources
The Martech Evaluation Framework: How to Buy the Right Tool the First Time
A step-by-step framework for evaluating marketing technology before the demo, during the pilot, and before the contract — built from 20+ years of procurement decisions and procurement mistakes.
Marketing Operations Maturity Model: Where You Are and What to Build Next
A self-assessment framework for MOps leaders to benchmark their current state, identify the highest-leverage gaps, and sequence the right investments for their stage of growth.
The State of Martech ROI: What 100 CMOs Actually Measure vs. What They Should
An analysis of how senior marketing leaders measure martech investment — and the gap between what gets reported to the CFO and what actually reflects platform performance.
AI Readiness for Marketing Organizations: Infrastructure Before Interface
Why most marketing teams are buying AI tools before they’ve built the data infrastructure to use them — and the specific checklist that changes that outcome.
Intelligence Desk Briefings · Sample issues
See all briefings →Martech Consolidation Risk Report: What Enterprise Buyers Need to Know Before Signing
A deep-dive analysis of the risk concentration patterns emerging from enterprise martech consolidation — with vendor-specific flags and contract provisions to require.
The AI Evaluation Playbook: How to Assess Tools Before Your Organization Commits
A structured evaluation framework for AI marketing tools — what to test, what questions to ask vendors, and what signals indicate an organization isn’t ready to deploy.
Attribution in 2025: What Still Works, What Doesn’t, and What CMOs Are Reporting Instead
A practitioner’s review of the attribution models still in use — and the gap between what organizations measure and what they tell their boards. Free sample issue.
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