Leaders Insights — Marketing. Daily strategy in brand, growth, performance and MarTech, for marketing leaders and aspiring CMOs. New episode every day at mba-training.com.
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Most marketing teams have heard "composable" and "headless" used interchangeably, but they describe different things with different implications for how you buy, build, and govern your martech. This article breaks down the mechanics of each approach and gives you the decision criteria to know when adopting one, the other, or neither is worth the cost.
Amazon's decision to build Prime around habit rather than discount reshaped how the company acquires, retains, and monetizes customers across every product line. The mechanics behind that choice offer CMOs a concrete model for treating the customer lifecycle as a revenue engine, not a defensive cost center.
LEGO's migration away from a monolithic digital platform toward a composable, API-first architecture offers one of the clearest real-world tests of what this approach actually costs and delivers. The lessons cut both ways: real gains in speed and personalization, and real friction that most vendors quietly omit from their pitch decks.
Most marketing budgets get pulled toward performance spend because the results are measurable and the feedback is fast. This article breaks down the 60/40 framework, what it actually means in practice, and when following it would be a mistake.
The creator economy has matured past novelty into a media channel that rivals paid and owned in reach, trust, and cost efficiency. This playbook walks through how to build, manage, and measure a creator program that delivers consistent commercial results.
Slack's path from viral SaaS tool to Salesforce's enterprise backbone offers one of the clearest blueprints for running a PLG motion inside a large marketing organization. This case study breaks down the specific mechanics, where the numbers hold up, and what CMOs need to adapt before applying the same logic.
Last-click attribution has been quietly lying to your media budget for years, and privacy deprecation has made the distortion worse. This playbook walks you through how to run incrementality tests that tell you what your spend is actually doing.
ROAS is the metric marketers quote most and misread most. This playbook shows how to strip out the noise, build a number you can actually trust, and then move it in the right direction.
Short-form video did not arrive fully formed from Silicon Valley's imagination. Its roots run through a stranger, more chaotic history than most marketing textbooks acknowledge.
Repositioning a brand is one of the hardest moves a CMO can make: the market demands change, but your existing customers chose you for reasons you're about to revise. This playbook walks through how to shift brand meaning without alienating the people who built your revenue.
Likes and follower counts tell you almost nothing about whether an influencer campaign moved your business forward. This playbook shows CMOs how to build a measurement framework that connects influencer spend to revenue, retention, and brand equity.
Product-led growth shifts the acquisition engine from the sales team to the product itself, but most marketing frameworks were not built for this model. Understanding the mechanics changes how CMOs think about spend, attribution, and the customer journey entirely.
The death of third-party cookies is no longer a future problem. This playbook gives CMOs a concrete sequence of steps to build a first-party data infrastructure that actually works.
Google and Meta still consume the majority of digital ad budgets, but that concentration is now a liability, not just a missed opportunity. This playbook walks through how to identify, test, and scale alternative paid channels without destabilising your existing performance baseline.
Most B2B content programs produce dozens of disconnected articles that collectively rank for nothing. This playbook shows you how to restructure your content architecture around topic clusters so that each piece of content earns authority for the whole.
Most growth failures trace back to a single mistake: scaling on metrics that look right but are calculated wrong. This article breaks down how to build CAC and LTV figures you can actually trust before committing budget.
The composable CDP promises to replace bloated customer data platforms with a leaner, warehouse-native architecture. Here is what that actually means in practice, and where the tradeoffs bite.
AI agents are being deployed across marketing teams at speed, promising to automate everything from campaign briefing to performance reporting. The productivity gains are real, but the organisational risks being created underneath them are not getting the attention they deserve.
Most marketing budgets are still weighted toward acquisition, yet the economics of retention compound far more reliably over time. This article breaks down how lifecycle thinking actually works in practice, and where CMOs tend to miscalculate it.
Product-led growth has become one of the most discussed go-to-market models in B2B software, but the marketing implications are frequently misunderstood. This article breaks down exactly how the PLG motion works, what it demands from a CMO, and where it genuinely falls short.
A curated rundown of the companies, products, and milestones that defined server-side tracking and the conversions API landscape. Know these names and you understand why client-side measurement is no longer sufficient.
Most marketing teams run experiments occasionally. The ones that compound their advantages run them continuously, with infrastructure and incentives that make testing the default, not the exception.
Product-led growth has moved from a SaaS buzzword into a mainstream acquisition strategy, but most marketing teams still treat it as a product team problem. This playbook shows CMOs exactly where marketing plugs in, what to build, and where the model breaks down.
Acquiring new customers costs four to seven times more than keeping existing ones, yet most marketing budgets still skew heavily toward acquisition. This playbook walks through how to restructure your growth strategy around lifecycle stages, where the real margin lives.
Product-led growth shifts the acquisition engine from sales teams to the product itself, but most B2B marketing leaders misread what that actually demands of them. This article breaks down the mechanics, the real tradeoffs, and where the motion genuinely fits.
