Most “revenue architecture” sold today is plumbing, such as pipeline mechanics, attribution, dashboards. But the real architecture is upstream, where positioning lives.
Tag: Fractional CMO
The Three-Lens Diagnostic I Use Before I Try to Reposition a Market
Most repositioning fails because the diagnosis was partial. Here is the three-lens method I run as a fractional CMO (Chief Marketing Officer) before I reposition a market.
How to Evaluate a Fractional CMO Before You Hire One
Most fractional CMO searches focus on credentials and references. The better filter is strategic fluency. Here’s a practical framework for evaluating whether a fractional CMO can actually solve your growth problem.
Why Most Companies Are Targeting the Wrong People (And How I Fix It)
When a strong offer underperforms, the culprit is usually the audience, not the price, message, or funnel. Effective targeting answers two distinct questions in order: Fit (who the buyer actually is) and Placement (where they can be reached). The Bullseye Method maps Placement as three concentric rings around the same ideal buyer. In 2026 the scarce resource is attention, not budget, and in enterprise the buyer often splits across three roles that sit in different rings. Get both reads right, in that order, and the downstream metrics fall into line.