Tactical writing for people who run marketing. One post, one clear argument, no affiliate noise.
For about three years I ran a sales pipeline out of a Google Sheet. It worked. Columns for company, contact, stage, next action, next action date. Conditional formatting turned a…
The most over-engineered thing I have ever seen in a marketing department was a lead-nurturing workflow with 47 branches. It had been built over two years by three different people,…
I have switched email marketing tools four times across different companies, and every switch taught me the same lesson: I picked the first one for the wrong reasons. I chose…
A founder asked me last year whether his team should build their own email tool. They had a developer with spare cycles, a list of features no off-the-shelf product offered…
Every team I have ever joined had a tool problem. Not a missing-tool problem — the opposite. Too many tools, half of them forgotten, several of them paying out quietly…
At the first SaaS startup I worked at in San Francisco, we had a VP of Marketing who could not tell you our LTV. Not in a vague sense. She…
At one of the SaaS companies I worked at, our FAQ page was a sad orphan. No navigation link. No design attention. No one writing it on purpose. It was…
If you walked into any of the three growth teams I have led in the last decade and opened my notebook, you would find the same four questions written at…
I am going to say something that will upset some of my friends in the analytics world. Every marketing attribution model I have ever worked with — first-touch, last-touch, linear,…
Two years into my first real growth role at a San Francisco SaaS company, I killed our top acquisition channel. On purpose. The channel was producing roughly 38% of our…