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Want more leads? Who doesn’t. 😉 Most companies try to get more leads by spending more money on ads, rebuilding landing pages, changing forms and creating more funnels. All of that can help, but not much if people don’t know who you are in the first place. And before the demand generation people come after me, I’m not saying that ads, forms and funnels don’t matter. Of course they do. I’m saying that companies often spend too much time improving the last steps and not enough

The hardest brief I’ve ever written is for myself. I spent 15 years at Vestas building campaigns for a brand that had scale, heritage, and a clear position in the market. I knew who we were trying to reach, what we wanted them to feel, and what success looked like. The brief for new campaigns was hard work, but it had a shape. Now I’m a few weeks into building PAQ Anyway, and the brief is me. And it turns out that’s a completely different game. I need to brand myself and crea

Read the full issue and subscribe here: https://marketednewsletter.substack.com/p/the-marketing-function-test A mediocre marketer in a well-structured function will outperform a great marketer in a broken one. Every time. I've seen this play out more times than I can count. A talented Head of Marketing joins a scale-up, gets handed a team and a budget, and spends the next eighteen months fixing things that were broken before they arrived. Not campaigns. Not messaging. The fu