More than a decade spent connecting marketing activity to pipeline and revenue.

I work in B2B insights and measurement: the unglamorous middle ground between what marketing does and what finance recognises. That means sitting with the same problem from both sides — a marketing team producing more reporting than ever, and a leadership team that still cannot see which of it mattered.

My conclusion is that the shortfall is structural. Measurement systems are usually assembled from whatever each tool happens to count, so they end up optimised for numbers that are easy to produce rather than numbers that explain a decision. Fixing that means changing what gets measured, not adding another dashboard on top.

I wrote Stop Counting Leads to make that case in full: buying groups instead of form fills, created demand instead of captured demand, brand and content in terms a CFO accepts, and visibility inside the AI tools buyers now use to build shortlists. Alongside it I build calculators, dashboards, and playbooks that put the same ideas to work.

I write for CMOs who are tired of defending the wrong numbers, and for the CEOs and CFOs who pay for them.