Four talks, one argument.
They all come from the same place: marketing has never had a number it can answer for, and everything else follows from that. Which one fits depends on who's in the room.
- 1
Marketing has never owned a number
Marketing conferences, CMO summits, B2B marketing events.
The founding argument. Thirty years walking towards revenue without noticing that sales already owned it. Why attribution was always going to fail. And what marketing could own instead.
People leave with the reason their numbers never land, and one they could answer for.
- 2
Finance was right
Leadership summits, finance audiences, mixed C-suite events.
A marketer arguing that finance was correct to treat marketing as a cost. Deliberately uncomfortable, and the one that gets the most argument in the room.
People leave understanding why the budget conversation never changes, and what would have to land on a finance director's desk to change it.
- 3
The brand tax
Agency events, effectiveness conferences, creative industry gatherings.
Why brand loses the budget argument every time, and the reframe that wins it. Not what brand might deliver. What its absence already costs, in cycle length, discounting and margin.
People leave with a way to price brand in the language of the person who defers it.
- 4
Growth you can't afford
Founder events, scale-up programmes, investor and PE gatherings.
How a business grows for years while quietly destroying capital, with every dashboard green throughout. The difference between counting growth and pricing it.
People leave able to ask one question that tests whether their growth is worth having.
- Keynote, the full argument.
- Workshop, where the room works on its own numbers.
- Panels and podcasts.
Tell me who's in the room.
I'll say which of the four fits, or whether none of them do.
Thank you. That has reached me, and I'll reply to say which of the four fits.
All four come from the same argument, and it's in the book. The book →