Thinking

Field notes on systems, marketing and AI.

Marketing
Systems

The Fat Funnel: why the long B2B sales cycle needs a different shape

AI
Systems

Workflow automation choices: remove, simplify, automate, use AI or leave human?

Marketing
Sales

Fuzzy attribution: a more useful way to measure B2B marketing

The lead
Marketing
Sales

Why B2B marketing is so hard to connect to revenue

It’s an uncomfortable truth that a lot of decision-makers shy away from, but the reality is a lot of the marketing done by B2B companies probably doesn’t achieve anything.
AI
Systems
Software

A practical guide to AI agents

When you go beyond that hype, there are some useful and practical ways to use AI and automation, as long as you approach it the right way.
Video

Video Notes

All notes
AI
Systems

AI can't automate what it can't see: tips for B2B companies

Marketing
AI

What if the problem isn't when AI content is bad, but when it's good?

Marketing

Where B2B Marketing attribution goes wrong

Thinking in systems means being able to understand how each part of your business connects to all other parts

It's why adding more tools, or fixing things locally, often doesn't end up solving the problem in the way you expected. The hard part is making the underlying system legible, so you can understand flow-on effects and second order consequences."

The index

Latest notes

Browse the archive
Topics
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
AI
Systems

Workflow automation choices: remove, simplify, automate, use AI or leave human?

When we look at automating a workflow, a common misconception is that AI should be used as much as possible. But in reality, it’s important to start with the workflow itself and break down what each stage actually needs.
Marketing
Sales

Fuzzy attribution: a more useful way to measure B2B marketing

B2B Marketing attribution can get distracted by metrics that are available and easy to measure, but can miss the reality of the long and messy B2B customer journey.
Marketing
Systems

The Fat Funnel: why the long B2B sales cycle needs a different shape

The traditional marketing funnel starts broad and gets narrow. But this becomes awkward in long-cycle B2B, where there is a big difference between a prospect who is not a fit and one who is simply not ready now.
Marketing

Where B2B Marketing attribution goes wrong

Marketing
AI

What if the problem isn't when AI content is bad, but when it's good?

AI
Systems

AI can't automate what it can't see: tips for B2B companies

The pattern beneath

The problem is rarely a missing tool. It's that the system on paper and the system in practice have drifted apart.

The first step is to understand the system. From there, it becomes clear what could be automated, what needs to be added and what can be taken away.

From the archive

Notes worth re-reading

All notes
Software

Before you buy another platform

Marketing
AI

The symptoms that appear when your systems are struggling

Marketing

Good companies can hide bad systems

You've read our thinking, now what are you thinking about?

If you would like to discuss marketing, software, AI or systems, we can see whether there are any useful ways we could help

Tell us what you're thinking