Blog

“Marketing” isn’t even one job or one discipline. The word covers a whole range of separate roles and distinct areas of expertise. A startup company might begin its marketing function with one capable generalist; sometimes it’s even the founder who...

The operational decisions that separate service from manipulation My last post ended with the claim that AI is a neutral tool, and that its impact on the customer journey depends on how it’s used. That sounds good in principle, but using it...

What your customers notice that your metrics don't Every touchpoint on the customer journey is a decision point. Customers are deciding whether to stay engaged, move forward, or leave. What many marketing leaders underestimate is how much trust is...