Imagining the Two-Stage Moat: Building Data Infrastructure for the Race and the Reach
A moat isn’t always made of messages. Sometimes it’s made of systems. This briefing explores how marketing-led data infrastructure—done in phases—can sharpen reach, unlock new revenue, and connect what others leave siloed. Featuring real-world examples from BraunAbility and Big Rock Sports.
The Marketing Scorecard, Part 6: Where Performance Begins (and Often Ends)
Performance marketing isn’t about channels—it’s about systems. This article introduces the ORMA framework, explains why campaign architecture matters, and calls out how to avoid superficial metrics. From email blasts to SEO to ROAS, here’s how smart brands actually perform.
The Marketing Scorecard, Part 5: The Classic Brand Meets Contemporary Content
Brand documentation isn’t new—but it’s still too rare. This article outlines why positioning, identity, editorial authority, and consistent messaging remain essential in modern marketing. From “why us” to brand health metrics, it’s a guide to making the classics work for today’s content-hungry world.
The Marketing Scorecard, Part 4: You Can’t Move Forward Without Looking Back
Too many teams chase the next big move without studying the last one. This article breaks down what a mature research and analytics function looks like—and why a real marketing plan requires both a budget and a habit of learning.
The Marketing Scorecard, Part 1: A Straightforward System for Situational Clarity
A practical way to evaluate marketing health. This article introduces a 7-part scorecard grounded in people, process, and systems—designed to surface gaps and guide growth across strategy, tech, and execution.
The Marketing Scorecard, Part 2: Strategy Isn't Just a Slide. It's a System.
Too often, companies confuse goals with strategy. Real strategic planning requires clear choices, documentation, and financial discipline. This briefing explains what strategic marketing planning should actually look like—and why most companies don’t have it.
The Marketing Scorecard, Part 3: You Can’t Run a Playbook Without a Team
Marketing performance isn’t just about plans and tools—it’s about people. This article lays out what a capable marketing organization looks like and why so many teams fall short.
Positioning a high-performing auto financial products provider for its next phase of growth through brand, tech, and training innovation.
