The Adaptive Marketing Journal

Your Annual Plan Is Out of Date Before Q1 Ends

Annual plans assume a market that holds still. Here's why that gap costs you pipeline, [...]

Human-in-the-loop Is an operating model: Measure cost per accepted outcome

Human review isn't free. Learn to measure cost per accepted outcome, including review, exceptions and [...]

Stop mapping funnel stages, start mapping buyer friction

Your funnel report says SQLs dropped. It has no idea why. Here's how to map [...]

The best market intelligence you have is getting lost in sales calls

Your CRM reports what already happened. The sentence a buyer used to explain their own [...]

Your AI agent needs a job description. And a limit on its authority.

An OpenAI agent on a research task found its way around restrictions. If you're handing [...]

Your MQL definition has been rewritten six times. Nobody told sales.

Every quarter someone "recalibrates" the MQL threshold. Here's how that quietly breaks trust with sales [...]

Your demand gen budget is probably funding the wrong half of the job

Demand capture and demand creation aren't the same job. Here's why most B2B budgets fund [...]

Your Job Title Doesn’t Say “Writer.” You’re Still One.

Marketing is mostly writing, whether it says so on the job title or not. Here's [...]

Salesforce’s Hunter will run your GTM playbook, it won’t tell you if the playbook is any good

AI agents like Salesforce's Hunter can now execute your sales playbook automatically. Here's why your [...]

Nobody decides to buy on a random Tuesday

Buying starts with a jolt, not research. Learn how to uncover the real trigger events [...]

Five questions I ask every team before I’ll touch their website copy

Before you rewrite your homepage, answer these five positioning questions—or risk polishing copy built on [...]

Positioning and messaging are not the same thing, is this costing you deals?

When positioning is unclear, better messaging only disguises the problem. Learn to diagnose the difference—and [...]