Thinking out loud on growth, acquisition, and building systems that scale.
Specific, opinionated, and outcome-referenced. Not SEO filler — the kind of writing that’s useful whether you hire me or not.
Attribution
Acquisition systems
Fractional leadership
Forecasting
Positioning
Your Leads Are Coming In. Why Aren’t They Closing?
Five structural reasons paid acquisition leads don't convert to revenue, and what to do about each one.
What a Paid Media Audit Actually Finds (And What Agencies Hope You Never Ask)
What an independent audit actually turns up and why most companies are surprised by the results.
The Attribution Problem Nobody Talks About
Most attribution problems are not tool problems. They are structural. Here is what actually breaks attribution and where to start.
When to Fire Your Marketing Agency (And What to Do Next)
The three-question diagnostic that tells you whether your agency relationship is salvageable, and what to do in the 30 days after you decide.
Why More Ad Spend Is Making Your CAC Worse
Adding budget to a broken acquisition system does not fix it. Three spend patterns that predictably compound CAC and how to reverse them.
What the First 30 Days With a Fractional CMO Should Look Like
Most fractional CMO engagements fail in the first 30 days because nobody defines what those 30 days are for. Here's the exact structure.
Fractional CMO vs Agency vs In-House: The Honest Decision Framework
Every article comparing these three options is written by someone selling one of them. Here's the version that will occasionally tell you not to hire a fractional CMO.
The Forecast Your Investors Actually Want (And How to Build It)
Most marketing forecasts investors see are activity projections dressed up as revenue plans. Here's what a bottom-up model actually requires.
Why Your Marketing Dashboard Is Lying to You
The metrics getting celebrated in your marketing meeting are probably the wrong ones. Here's how to tell.
The Real Reason Your Sales Team Thinks Your Leads Are Garbage
Sixty percent of B2B marketers send leads straight to sales. Fewer than 30% of those leads are actually qualified. Here's where that gap comes from.
How I Think About CAC Payback at Different Growth Stages
A 12-month CAC payback is fine at Series A and a warning sign at Series C. Here's the stage-specific way to think about it.
The Channel Selection Mistake That Kills Series A Growth
Most Series A companies are either on the wrong channels or spread across too many. Here's the diagnostic that separates the two.
What Happens to Paid Acquisition When You Run Out of Audience
Every paid channel has a ceiling. Here's what actually happens when you hit it, and what companies do wrong in response.
How to Audit Your Own Paid Media in a Weekend
A real paid media audit checklist you can actually run yourself, no agency required, in a single weekend.
The Growth Metrics Your Board Asks For vs The Ones That Actually Matter
Boards ask for the metrics they know how to ask for. Here's the gap between that and what actually predicts whether the business is healthy.