Insights
What we think about the market we work in.
Written when we have something specific to say, not on a content calendar. Filter by the problem it belongs to.
Digital Presence & Market Visibility
The website works before the salesperson does
Enterprise deals are qualified long before a call is booked. The site is doing pre-sales work whether or not it was designed to.
Read· 5 minCustomer Engagement Infrastructure
Staying close to customers without adding headcount
Most engagement programmes scale by hiring. The ones that do not are built around events the business already produces.
Read· 5 minBusiness Platforms & Applications
Build versus buy, for the system you run on
The question is not cost. It is whether the process is your differentiation, or whether you have just never written it down.
Read· 5 minDigital Presence & Market Visibility
Measuring AI visibility before you try to fix it
Buyers now ask a model before they ask you. Most teams start optimising for that without ever establishing where they currently stand.
Read· 6 minAnalytics & Intelligence Systems
Why two teams report different numbers
It is almost never a broken tool. It is that nobody ever wrote down what the metric means, so each team defined it plausibly and differently.
Read· 5 minAI Process & Workflow Automation
What is actually worth automating
Most automation projects pick the wrong process. The test is not how manual something is — it is how often it runs and how little judgement it needs.
Read· 5 minDigital Presence & Market Visibility
Structured data is how a model learns what you are
Schema markup is treated as an SEO chore. It is closer to a declaration of identity, and most B2B sites contradict themselves in it.
Read· 5 minAnalytics & Intelligence Systems
Attribution you can defend
Every attribution model is wrong. The useful question is which decisions you are willing to make with it, and which you are not.
Read· 5 minAI Process & Workflow Automation
Internal copilots that actually get used
Most internal AI assistants are abandoned within a month. The ones that survive have a narrow job and live where the work already happens.
Read· 5 minBusiness Platforms & Applications
The customer portal nobody logs into
Self-serve only reduces support load if the portal answers the questions people were going to email about. Most answer different ones.
Read· 5 minCustomer Engagement Infrastructure
You probably do not need a CDP yet
Customer data platforms solve a real problem. Most companies buying one have a different problem, and it is cheaper to fix.
Read· 5 minAI Process & Workflow Automation
Putting agentic workflows into production
A demo agent and a production agent are different systems. The difference is almost entirely in what happens when a step fails.
Read· 6 minAnalytics & Intelligence Systems
Dashboards nobody opens
A dashboard that has to be visited will be forgotten. The ones that survive answer a recurring question and arrive on their own.
Read· 5 minBusiness Platforms & Applications
Platform migrations without a big bang
Cutover weekends fail for the same reason every time: the old system was doing things nobody had written down.
Read· 6 minCustomer Engagement Infrastructure
Reducing support load without reducing support
Deflection targets make support worse. The volume worth removing is the volume that should never have been a ticket.
Read· 5 min
Reading is not the same as knowing where you stand.
If any of this sounds like your situation, the fastest way to find out is a documented baseline of where you are today.