Frameworks, playbooks and post-mortems from performance, D2C, edtech and MarTech work.
Most performance accounts run two motions — prospecting and retargeting — and then plateau. Here's the four-motion structure that replaces it.
Most D2C brands either over-index on Amazon or over-index on Shopify. Neither stance is right. Here's how to model the split properly.
Predictive ML and real-time personalisation are great. None of them work if your customer base isn't first segmented into cohorts you can act on weekly.
For Indian edtech businesses, the temptation when CAC climbs is to optimise harder against Indian auctions. Often, the cheaper answer is an entirely different country.
Most channel decisions get made on last-week's CAC. The interesting decisions get made on per-channel LTV trajectories. Here's the scoring model that surfaces them.
The fix isn't a new ERP. The fix is a tool on top of the ERP you already have, built around the operations team — plus an ML layer on the cleaned data.
Agentic AI is being sold as a replacement for performance teams. In practice, it's a force multiplier on a narrow set of jobs and a liability on the rest.
Most marketing teams own 30+ tools and use 12. The triage isn't a procurement exercise — it's a workflow audit.
Search traffic is no longer the only entry point. ChatGPT and Perplexity answers are. Here's what a serious GEO program looks like for a B2B brand.
Core updates have been compressing thin-content sites for years. The latest cycle tightens the screws on aggregator pages and lifts brand-led editorial.
Brand is usually measured quarterly with surveys nobody reads. Performance is measured daily. Track brand at weekly cadence using signals already in the stack.
Account-based marketing has been over-engineered into a discipline only enterprise teams can afford. The stripped-down version works for mid-market SaaS too.
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