Your marketing may not be underperforming because the tactics are bad. The problem may be that they are not aimed at the same buyer. I have been in marketing for a good minute, and one pattern has followed me throughout my career: marketing problems are usually evaluated one tactic at a time. If a digital campaign underperforms, we look at targeting or creative. If an event does not generate enough leads, we question the sponsorship. If the website is not converting, we look

One year ago I launched The CMO Marketing Mindset with a simple goal: create a space for real conversations about marketing strategy and business growth. Now, 1,059 subscribers later, I'm sharing the biggest lesson from year one, the new direction for the newsletter, and where this next chapter is headed.

SMART goals were never meant to be a percentage and a deadline dressed up as a management plan. When businesses turn KPIs into goals without defining the strategy, activities, ownership and resources behind them, employees are left chasing numbers instead of business results. This article looks at how SMART goals evolved—and how law firms and businesses can bring them back to their management roots.

Content may have reach, but your brand determines what that content is representing. This article challenges the long-standing “content is king” mindset and shows how aligning brand strategy, content, SEO and the buyer experience can improve trust, lead quality and conversion.

More leads are not always the answer. This article breaks down seven marketing gaps, from strategy and client persona to intake, follow-up, and sales alignment, that can keep law firms and small to mid-sized businesses from turning marketing activity into better clients and stronger revenue.