RD Perspectives
What ambitious marketing teams are building now.
Practical perspectives on marketing, sales, AI, and business development — what's working, what's changing, and what the best teams are doing about it.
The Marketing Manager's Guide to Agentic AI
Agentic AI systems are changing how marketing teams plan, execute, and optimise campaigns. Here's what every marketing manager needs to know right now.
The Tournament Wrap-Up Glut: Why Every Brand's "Lessons From the World Cup" Post Sounds the Same
Within 48 hours of the final whistle, hundreds of near-identical marketing wrap-ups publish. Here's what separates the ones worth reading from the rest.
Winners vs. Underdogs: How Post-Tournament Positioning Diverges After the Final
The winning side has an easy story to tell. The side that fell short has a harder, more instructive one — here's how post-outcome positioning actually works.
Sponsorship ROI After the Whistle: How to Actually Measure Brand Lift Once the Tournament Is Over
The tournament has ended and the exposure has stopped, but the measurement isn't finished. Here's the post-event plan for proving what a sponsorship actually delivered.
The Post-Final Attention Cliff: Planning for How Fast Interest Actually Decays After the Biggest Match of the Tournament
Interest in a tournament final collapses within 72 hours, not weeks. Here's the real decay curve and how to plan post-event content and spend around it.
The 48-Hour Window: What Separates Brands That Capitalise on a Final From Ones That Miss It
A final creates the highest-attention, fastest-decaying window a brand gets all year. Here's what separates brands that capitalise on it from ones still planning when it's over.
The Fractional CMO Question: When to Hire One vs. Build the Function In-House
A fractional CMO makes sense when strategy, not execution, is your gap and you can't yet justify a full-time hire. Here's how to know which applies to you.
Technical SEO Isn't Dead, It's a Prerequisite: What GEO Actually Adds on Top
GEO doesn't replace technical SEO — it depends on it. Why most AI-citation failures are unresolved crawlability, speed, and schema problems in disguise.
AI Slop and the Trust Collapse: Why "More Content" Is Now a Losing Strategy
AI content volume has crashed average engagement and trust. Here's why publishing more is now negative-ROI, and what evidence-first content does instead.
The Marketing Org Chart Is Changing: Which Roles AI Actually Replaces vs. Augments
A clear-eyed breakdown of which marketing roles are shrinking, which are growing, and what skills matter most as AI absorbs execution work.
Account-Based Everything: Is ABM Still Worth It When AI Personalises at Scale Anyway?
AI can now personalise outreach at near-zero cost. Here's the tiered framework for deciding where true ABM still earns its cost and where it's just expensive spray-and-pray.
Sales and Marketing SLAs: Why Most Fail and What Actually Closes the Gap
Most sales and marketing SLAs are volume-and-speed contracts that break within a quarter. Here's why they fail and what a working SLA actually requires.
The Death of the Cold Call Script: What Conversation Intelligence Reveals About What Buyers Actually Respond To
Conversation intelligence data from thousands of sales calls shows rigid scripts underperform adaptive, question-led conversation. Here's what actually correlates with closed-won.
Brand Voice at Scale: Using AI for Content Production Without Sounding Like Everyone Else's AI Content
Generic AI prompting produces generic brand voice. Here's how to encode a distinctive voice as a checkable system AI can actually follow at scale.
Attribution Is Broken and Everyone Knows It: Marketing Mix Modelling for Mid-Market Teams
Multi-touch attribution is broken — cookie loss and walled gardens saw to that. Here's how mid-market teams can run marketing mix modelling without an enterprise budget.
The 12 Lifecycle Email Flows That Actually Drive Revenue (and the 40 That Don't)
Most flow libraries run 40+ automations. Here's which lifecycle email flows reliably drive revenue, which are vanity builds, and how to audit yours.
Email Deliverability in 2026: Why Your Best Campaigns Are Landing in Spam
Gmail, Yahoo, and Microsoft have tightened bulk-sender rules and AI spam filtering. Here's why well-run campaigns are failing and how to fix inbox placement.
Sponsorship ROI in 2026: How AI Is Finally Solving Marketing's Oldest Measurement Problem
Sponsorship has always been the marketing channel everyone buys and nobody can measure. AI-powered exposure tracking, attribution modelling, and incrementality testing are changing that — and the methods work far below World Cup budgets.
The Underdog Playbook: Positioning Lessons from Teams Nobody Rated
Every World Cup produces a team nobody rated that beats someone everybody feared. The way they do it is a complete education in challenger positioning — for brands and BD teams selling against bigger competitors.
The AI Playbook Behind the World Cup: What Sports Analytics Is Teaching Marketing Teams
Elite football teams run on expected goals, live tracking data, and AI-assisted decisions. The same operating principles are quietly becoming the standard for high-performing marketing teams.
What Football Commentary Teaches Us About AEO: Why AI Engines Quote Some Sources and Ignore Others
Millions of World Cup questions are being answered by AI assistants this month — and the same few sources keep getting cited. The selection logic behind those citations is the clearest available guide to Answer Engine Optimisation.
What the World Cup Teaches Growth Marketers About Real-Time Campaigns
The 2026 World Cup is the largest live-marketing laboratory ever staged. Here are the real-time campaign lessons growth marketers can apply long after the final whistle.
Second-Screen Nation: Reaching Audiences Who Watch Everything With a Phone in Hand
World Cup audiences watch the match on one screen and live on another. That split-attention behaviour is now how people consume everything — and most marketing still pretends it isn't happening.
The 48-Team Problem: What the Expanded World Cup Teaches Marketers About Scaling Without Diluting
The World Cup just grew by 50% — and the debate about whether bigger means worse maps directly onto every marketing team scaling content, channels, and AI output. Here's how to expand without diluting.
AI-Powered Email Marketing: The Playbook That's Actually Working
Forget generic AI tips. This is the practical playbook for using AI in email marketing — from segmentation to copy to send-time optimisation — with what's genuinely moving the needle.
How AI Research Agents Are Transforming Business Development
AI research agents can now identify prospects, enrich data, and surface buying signals before your BizDev team picks up the phone. Here's how to use them.
Sales Enablement in the Age of AI: What's Actually Worth the Investment
Every sales tech vendor claims AI. Here's a straight-talking guide to which AI sales enablement tools deliver real pipeline impact — and which don't.
Marketing Automation ROI: Real Numbers from Real Campaigns
What does marketing automation actually return? Here's an honest look at ROI benchmarks across channels, what kills returns, and how to build the business case for automation investment.