The archive
One issue per week. Each one written from the operational side of B2B performance marketing - never the promotional one.
Published
Germany's ad market crossed €50 billion for the first time. The growth is real - but where the money flows tells a more uncomfortable story about concentration, measurement, and what survives.
Why marketing activity rarely converts to revenue in specialist markets - and the four structural gaps that close the loop.
Upcoming
Tracking is not a plugin. It is the ledger every downstream decision is built on - and most teams keep it in a spreadsheet.
The handoff between marketing and sales is where most pipeline dies. The fix is structural, not cultural.
When your total addressable market fits on one screen, precision is not optional - it is the only viable strategy.
The teams that will compound the fastest are building operator-grade AI systems, not experimenting with prompts.
Deterministic attribution is gone. What replaces it is not another dashboard - it is a different way of deciding.
