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Selling to the Boss
Selling to senior decision makers takes far longer and is far harder to measure than selling to end users. A five-step model for the process.
The “Crocodile Effect” – What Falling SEO Clicks Mean in the Age of AI Overviews
Doechii with alligator :)
Is ChatGPT a threat to Google?
I caught myself asking ChatGPT before Google for the first time. That habit shift is the real threat to Google's ad business.
The Marketing Flywheel
Why ROI calculators aren't enough
Five Myths About The Marketing Revenue Engine
Five widely-held beliefs about measuring marketing performance that didn't survive contact with the real world at Redgate.
There are Three Types of Marketing – Inbound, Outbound and… Plain Rude
Your Primary Job as a Marketing Leader is to Prioritise
Why Measuring Marketing ROI is Like Trying to Measure Employee ROI - Impossible!
Market Sizing - Old vs. New Markets
Book Review: Positioning by Al Ries and Jack Trout
How to position a B2B company in a crowded market: a review of Ries and Trout's Positioning, and why finding the hole in an over-communicated market matters more today than in 1981.