Field Guide
Agents as a workforce
The operating model is the process. Five agent lanes are how that process gets built and deployed, and the guardrail that stops an agent.
Long-form
Field Guides
Long-form guides to systems I've built and run. Each one follows the same format: the problem, the system, the numbers, and a template or checklist you can take with you.
Field Guide
Brand integration after an acquisition
What to keep, what to redirect, and what happens to pipeline while two brands overlap, worked through with a made-up parent and a made-up acquisition.
Field Guide
Building a digital marketing engine from scratch
The order I would stand up a digital marketing system when there isn't one: what to build first, what to refuse to build yet, and the first number that shows the engine is real.
Field Guide
The growth engineer's stack
A stack of tools is not an agent system. Orchestration reads one brain of context, skills, and outcomes, and the next run starts from what the last one wrote.
Field Guide
Leading a hybrid team: people and agents
The hard part is moving the marketers you already have. The skill can be built. Experience has to sit on the decisions and the gates.
Field Guide
How microtargeting and digital campaigns drive event success
An event is the last mile. Microaudiences decide who reaches an activation, and the pipeline is won in the weeks after, when the team is already on the next thing.
Field Guide
Attribution that sales believes
How to get sales to accept the source on every opportunity: source means last touch, stamped at creation, and a seller playbook that makes the account concrete.
Field Guide
Fewer, bigger deals
How a marketing system can produce fewer opportunities and larger ones: what you stop chasing, what you aim at instead, and the caveats that keep the claim honest.
Field Guide
Pipeline per program dollar
The system behind a 20:1 to 28:1 move in pipeline per program dollar: a gate in front of every dollar, a habit of cutting what does not convert, and a definition you can audit.
Field Guide
Building tiny audiences
How signals split one broad segment into many small audiences, each with its own campaign, behind three guardrail tiers. Plus the size floor and when to merge back.