Insights
Thinking about the systems behind B2B growth.
I write about the practical questions behind marketing and revenue operations: how connected systems work, what AI changes, and why people, processes and good engineering still matter.
These are selected pieces published on LinkedIn and through organisations I've worked with. Each links to its original publication.
Featured writing
Inside an AI-Native Marketing Org: What the Tools Couldn’t Fix
Better tools can change how work gets done. They cannot, on their own, establish shared definitions of quality, ownership or completion. This article examines the operating decisions that still matter as teams adopt AI.
More writing
The New Standard for HubSpot AI Readiness Is Operational Trust(opens in a new tab)
Why the context and shared meaning behind CRM information matter when AI starts to use it.
How to Train and Enable Marketing Teams for AI Adoption(opens in a new tab)
On the enablement and operating habits needed when AI becomes part of a marketing team's work.
The AI Adoption Anxiety No One’s Talking About(opens in a new tab)
What can slow adoption even after a team has chosen its AI tools.
RelatedExplore the Lab
Your HubSpot + Salesforce combo was supposed to scale marketing. So what happened?(opens in a new tab)
On the data, definitions and operational decisions that determine whether connected CRM and marketing systems support how teams actually work.
From ideas to working systems.
The questions behind these articles are the same ones I bring into client work and technical engineering: what needs to change, how should it operate, and how will we know it works?