DemandWorks
B2B Demand Generation & Pipeline Strategy
Marketing is only real when it turns into revenue.
Demand generation is where marketing either becomes revenue or becomes noise. DemandWorks covers full-funnel strategy, lead-to-revenue frameworks, and pipeline acceleration for teams accountable to a number.
The through-line: marketing is only real when it turns into pipeline you can defend in a board meeting.
LinkedIn Ad Types: A CFO-Safe Framework for Picking the Formats That Actually Close
Every quarter I watch marketing teams burn LinkedIn budget on shiny ad formats instead of the ones that actually shorten time-to-revenue. Here’s the CFO-safe framework for picking LinkedIn ad types based on math, not marketing fluff.
Finding the Best B2B Marketing Agency for Technology Companies: A CMO’s No-BS Guide
After nearly two decades in B2B tech marketing, I’ve learned that choosing the right agency is like dating in your forties—you know the red flags and you’re done wasting time. Here’s my no-BS framework for finding a marketing partner that actually gets the complexity of tech sales cycles and can del
The CFO-Safe Guide to Hiring a B2B Digital Agency
Every quarter, CMOs present beautiful agency dashboards while CFOs ask the career-ending question: ‘What did we actually get for that spend?’ If you’re evaluating a B2B digital agency in 2026, the conversation has to start with finance, not features.
The Rise of AI-Powered ABM: Why B2B Marketers Are Rethinking Their Account-Based Strategies in 2026
The Evolution of Account-Based Marketing Here’s the thing about account-based marketing in 2026—it’s a bit like watching your favorite band go from playing dive bars to headlining stadiums. The fundamentals are the same, but the scale, the precision, and the sheer firepower? Completely different gam
If You’re Still Forecasting Like It’s 2019, You’re Basically Using a Weather App from 1997
AI-Powered Pipeline Forecasting: Why Old Methods No Longer WorkThe Changing Landscape of Pipeline ForecastingLet’s get one thing straight: forecasting your pipeline in 2026 is about as straightforward as trying to predict San Francisco weather with a Magic 8 Ball. (Spoiler: “Outlook not so good.”)
If You Want to Prove Incrementality Without MMM, You’d Better Love Science (and a Little Chaos)
Proving Incrementality Without Marketing Mix Modeling in 2026The Challenge of Proving IncrementalityLet’s get one thing straight: in marketing, proving incrementality is the business equivalent of asking, “Does this outfit make me look successful, or am I just good at faking it?” For years, the
If You Stop Watering the Plant, Don’t Be Surprised When It Wilts: What Happens to CAC When Brand Spe
Brand Spend, CAC, and the Hidden Costs of Cutting Marketing BudgetsThe “Would You Rather” Dilemma for CMOsLet’s play a quick game of “Would You Rather?” Would you rather: (A) Stop brushing your teeth for a year, or (B) Stop investing in your brand for a year? If you’re a CMO, you know the answer is
Pipeline Velocity Is the Metric Boards Actually Care About
Stakes & Outcome: Why Pipeline Velocity Is Boardroom OxygenWhat’s at risk: If you can’t answer “How much revenue will we close, and how soon?” with math, you’re not running a revenue engine—you’re running a hope machine. Boards don’t fund hope. They fund predictability. Miss pipeline velocity
The 60/40 Rule Revisited: When Demand Creation Actually Pays Off
Stakes & OutcomeStakes: If you’re still running demand creation and demand capture at a 60/40 split because “that’s what the industry says,” you’re risking wasted budget, missed pipeline, and a forecast your CFO won’t sign. The classic 60/40 rule (60% brand/demand creation, 40% demand capture)