Article
Your stack stays: getting more from the tools you already have
The answer to a crowded stack is rarely another platform. How to make the tools you already pay for work together, without replacing any of them.
MartechKnowledge Hub
Ideas & guides for better marketing.
Articles, case studies and practical guides. Explore the thinking, then put it to work.
8 resources
Article
More tools, less clarity: five signs your martech stack needs attention
Tools that don't talk, overlap, or go unused work against you. Five signs to look for, and what to do before you buy anything new.
MartechArticle
Beyond vanity metrics: a KPI you can defend in the boardroom
Likes and impressions are easy to count and hard to defend. How to pick one measure the board will trust, and read it honestly every week.
StrategyArticle
Everyone's busy, nobody's ahead: three steps out of the reactive loop
When every week goes on reacting, the target never gets closer. Three practical steps to turn the one job that matters into a workflow that runs.
StrategyArticle
A Marketing Director's guide to competitive analysis with AI
A competitor snapshot is out of date soon after it's presented. How to turn competitive analysis into a workflow that runs, and what to ask of the AI behind it.
StrategyArticle
Scaling content without losing quality
More drafts is the easy part. What keeps quality up at volume is the brief before the draft, the checks after it, and results that feed the next brief.
OwnedGuide
A practical guide to your first Aurum Score™ dashboard
Five decisions to make before the first dashboard — the target, the baseline, the sources, the owner, and the rhythm — and how to read it once it runs.
MartechGuide
Understanding user personas: from a slide to a working tool
Most personas are written once and filed. How to build them from evidence, keep them current, and use them in every brief.
Strategy