Ask ten people at your company what product marketing is responsible for, and you’ll get eleven different answers. This isn’t a communication problem. It’s an organizational design problem — one that has followed the PMM function since it was invented, and that is getting more expensive to ignore as product marketing’s potential footprint expands while…
The most expensive marketing mistake isn’t a bad campaign. It’s a correct diagnosis of the wrong disease. Here’s what it looks like in practice. Leads are soft, so you increase ad spend. Conversion rates drop, so you rebuild the funnel. Pipeline stalls, so you hire another SDR. The metrics shift slightly, the pressure doesn’t. Six…
Here’s the tension at the center of AI in marketing right now: the technology genuinely works, and most organizations are failing to benefit from it. Nearly eight in ten companies report no significant bottom-line impact from AI despite widespread adoption. Meanwhile, the organizations that have cracked it are exceeding revenue goals by 22%, on average….
Your content is ranking. Your traffic is falling. Both things are true at the same time — and if you haven’t figured out why yet, you’re about to. Ahrefs analyzed 300,000 keywords in December 2025 and found that a position-one Google ranking loses 58% of its historical click-through rate when an AI Overview is present….
When a company acquires a brand, launches a sub-brand, or expands into a new category, someone in a conference room makes a decision about how the new entity relates to the parent. Usually in a hurry, usually without a framework, and usually without fully considering that this decision will shape the portfolio for a decade….
HubSpot built one of the most impressive content marketing engines in the history of digital marketing — tens of millions of monthly visitors, first-page rankings across thousands of high-intent queries, a content strategy that was the envy of every marketing team that tried to replicate it. Then, between 2024 and 2026, it lost 70 to…
The word “loyalty” is doing a lot of work it can’t support. In most marketing discussions, loyalty describes any customer who buys from you again. But repeat purchase and genuine brand loyalty are different phenomena with different drivers, different vulnerabilities, and different strategic implications. A customer who buys your product twice because it’s the most…
Most brand strategies are communication strategies wearing strategic clothing. They tell you what the brand stands for, who it speaks to, what its personality is, and how it should look and sound. They might include a brand purpose, a set of values, and a positioning statement that the marketing team spent two quarters developing. What…
Most GTM engines are built for the stage they’re at, not the stage they’re heading to. They work — until they don’t. And then they fall apart in ways that feel sudden but were structurally inevitable. The companies that scale their GTM motions without losing their effectiveness aren’t the ones that planned perfectly from the…
Herb Kelleher, Southwest Airlines’ co-founder, put it plainly: “Competitors can buy all the physical things. The things you can’t buy are dedication, devotion, loyalty — the feeling that you are participating in a crusade.” He was describing brand culture — the alignment between what a company says it stands for externally and how it actually…
