MBA Training Marketing

Winning a place on a platform approved list or consultant buy list is the distribution chokepoint for asset managers, so why do polite quarterly meetings with a consultant almost never produce a rating? The position...

Direct-to-consumer insurers can report quote volume to three decimals, but most cannot say which funnel stage kills the sale. This episode argues the loss sits in the four or five unmeasured steps between showing a...

Why do marketing dashboards show green arrows while pipeline stays soft? Drawing on Forrester research, this episode argues that B2B teams have piles of engagement data (opens, clicks, dwell time) and no read on whether...

A creator crosses out the flat fee on a beverage brand's term sheet and asks for two percent of the product line instead. Is that a negotiating tactic or a structural change in how brands buy audience? The position here...

Standard LTV formulas break when your best customers disappear for three years between stays. This article shows how to rebuild the calculation so it reflects what a hotel or resort guest is genuinely worth over a...

The CDP market has ballooned past $5 billion and every vendor will tell you that unified customer data is the answer. Before you sign a three-year contract, it's worth asking whether your problem is architecture or...

Most real estate marketing teams optimise for lead volume and wonder why the CFO keeps questioning the budget. This playbook shows how to switch your primary acquisition metric from cost-per-lead to cost-per-closing...

Comscore data shows ChatGPT's grip on AI-driven discovery loosening as Gemini and Claude absorb a growing share of citations. For CMOs, this splintering redefines where brand visibility is won or lost, and the...

Comscore data published this week shows ChatGPT losing ground to Gemini and Claude as the dominant source of AI-driven discovery. For CMOs, the more consequential story is what this fragmentation does to measurement...

When paid social algorithms shifted and Peloton's growth flywheel stalled, the company discovered that its most durable asset was not its content budget but the community infrastructure it had quietly built inside its...

Retail media networks have moved from experimental ad revenue to a structural profit driver that rivals grocery's net margin. This deep-dive explains the mechanics CMOs need to own, and the conditions under which...

Most of your potential customers are not in the market today, and performance marketing cannot reach them. This playbook shows CMOs how to operationalise the 95-5 rule and make the financial case for brand investment...

Drops and collaborations are not simply promotional tactics borrowed from streetwear. For fashion CMOs who understand how they actually work, they are a precision instrument for controlling supply perception...

Oscar Health has split its brand architecture into two, launching Lucie for marketplace buyers while refreshing Oscar for its core individual audience. The move offers a precise case study in how to reposition a...

Marriott's multi-year campaign to reduce its reliance on Booking.com and Expedia reshaped how the hotel industry thinks about distribution costs and guest ownership. This case study breaks down the specific moves...