One letter a month, where marketing meets the P&L.
One argument at a time, with the working shown. No round-ups, no news, no five things I learned this week.
The paper that started it.
Leaving the Cost Centre, No. 1
Six signs your marketing is costing more than it brings in
Six conversations that happen in nearly every B2B business. What each one is really telling you about the cost of winning customers, and one simple check you can run on your own figures to find out.
You can do all six in an afternoon, using numbers your finance team already has.
What you're signing up for.
Twelve a year. Each one makes a single case and shows how it got there.
You can disagree with all of them. Plenty do, and the disagreements are the best part.
Every letter.
2026
- Brand versus performance is the wrong fight October
- Why you keep losing the brand argument September
- Six questions before you hire a fractional CMO September
- Dull is expensive September
- Six signs your marketing is costing more than it brings in September
- Everyone has an opinion on marketing. That's our fault. August
- You were told you can't afford it. Nobody checked. August
- The chair is disappearing, and we helped August
- Marketing is not a revenue function August
- Dark channels are real. The panic isn't. July
- The wrong question, measured brilliantly June
- $3m a year to win customers worth $40 June