Insights
Notes on lean growth.
Operating models, interim leadership and marketing in regulated markets.
Operating models
One marketing engine, many markets
Most multi-market businesses grow their marketing country by country. Each region hires its own team, buys its own agencies and licenses its own tools. It feels responsive. It is usually expensive.
Interim leadership
The first 90 days of an interim CMO
Interim leaders are hired to change something quickly. The first 90 days decide whether they do.
Martech
From 200 tools to 30 capabilities
Legacy martech estates grow by accident. Every campaign, region and agency adds a tool. Few are ever switched off.