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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.

★ FeaturedAI & Marketing10 min read

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.

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Campaign Management
9 min read

Campaign Pre-Flight: The Checks Worth Running Before Anything Goes Live

Most campaign errors that reach an audience are caught by nobody because checking was everyone's job. A pre-flight list built around what actually breaks — tracking, deliverability, and the offer itself.

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Campaign Management
10 min read

Why Campaign Launches Slip: The Three Dependencies That Cause Almost Every Delay

Campaign delays are rarely caused by the work taking longer than expected. They're caused by three specific dependencies that sit outside the campaign team's control and are almost never sequenced in the plan.

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Campaign Management
9 min read

The Campaign Post-Mortem Nobody Runs: Why Teams Repeat the Same Mistakes Every Quarter

Most teams review campaign results and call it a post-mortem. Reviewing what happened isn't the same as reviewing why, and the difference is whether the next campaign inherits the lesson or repeats the mistake.

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Campaign Management
10 min read

The Reactive Campaign Window: Why Moment Marketing Fails in Approvals, Not Ideas

Every industry has moments where attention spikes and decays within days. The brands that capitalise on them aren't more creative — they removed the approval bottleneck before the moment arrived. Here's the operating model.

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Analytics & Growth
10 min read

Campaign Attention Decay: Why Launch Metrics Look Great for Nine Days and Then Lie to You

Every campaign's attention decays on a curve, and most reporting is taken during the peak. Why launch-week numbers systematically overstate performance, and how to measure a campaign on the shape of its decline instead.

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Content & Brand
9 min read

Why Every Brand's Take on the Same Event Sounds Identical — and How to Have One Worth Reading

When something big happens in a category, forty brands publish the same post within a week. The sameness isn't a writing problem — it's a sourcing problem. What produces commentary anyone would actually finish.

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Strategy
10 min read

Positioning as the Challenger: How Smaller Brands Win Without Pretending to Be the Leader

Most challenger positioning fails because it copies the leader's claims at a smaller scale. What actually works is choosing a dimension the incumbent can't follow you on — and being explicit about what you're giving up.

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SEO & GEO
10 min read

Technical SEO Priorities for a Mobile-First, App-Heavy Search Market

Indian search happens overwhelmingly on mobile, often on inconsistent networks, and increasingly inside apps rather than a mobile browser. Here's how technical SEO priorities actually need to reorder as a result.

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AI & Marketing
9 min read

What CCPA/CPRA Actually Restricts You From Doing With AI-Personalised Campaigns

CCPA/CPRA compliance for AI-driven marketing isn't just a privacy-policy checkbox. Here's specifically what changes for opt-out-of-sale rights, automated-decision-making disclosures, and profiling once AI personalisation is in the stack.

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