WC
ESEN

INSIGHTS / AUTHORITY

Useful thinking for connected businesses.

The goal is not to publish often. It is to explain difficult business and technology problems with enough clarity that the content becomes useful to operators, buyers and search systems.

Publish less. Explain better.

FEATURED THINKING

Why cost per lead is usually the wrong marketing North Star.

A lead is an event. A customer is an outcome. Better optimization starts when paid media can learn from downstream business results.

A lead is an event. A customer is an outcome.

RECENT / SELECTED

  1. 01

    SEO is not disappearing. Search is expanding.

    Search / GEO
  2. 02

    Before you automate a process, map it.

    Transformation
  3. 03

    Your CRM should make your ads smarter.

    CRM / Marketing
  4. 04

    The real problem with dashboards: too much data, not enough clarity.

    Data

  1. SEO is not disappearing. Search is expanding.

    Search / GEO

  2. Before you automate a process, map it.

    Transformation

  3. Your CRM should make your ads smarter.

    CRM / Marketing

  4. Too much data, not enough clarity.

    Data

NEXT / CONVERSATION

What do you want to understand better?

Insights should create understanding first — and a sales conversation only when relevant.

Insights should create understanding before they create demand.