Insights
Why B2B Marketing Stays a Cost Centre — And the Structural Fix
Marketing stays a cost centre because the budget is built from spend history, not revenue requirements. A plan that starts from spend logic can't be defended in revenue terms. The...
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Why Marketing Reports Don't Work for CMOs Managing 6+ Channels
Every platform produces reports that are accurate, detailed, and structurally incapable of answering whether your total marketing investment is generating profitable revenue. Channel reports are built to optimise channel operations....
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Why Your GTM Plan Has No Kill Criteria — And Why That's a Capital Problem
Most GTM plans define launch conditions in detail. Almost none define stop conditions. That asymmetry is where growth-stage capital gets destroyed. A kill criterion is a predefined threshold that triggers...
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What % of Revenue Should You Spend on Marketing?
In 2026, marketing budgets demand economic precision. This guide breaks down industry benchmarks, growth-stage allocation, CAC & LTV rules, and how to calculate the right percentage of revenue to invest...
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