Insights & Perspectives
Reflections, thoughts & shared insights
From time to time, I share reflections from my work, things I’m noticing, questions I’m exploring, or perspectives shaped through experience.
Nothing here is produced for volume; everything is shared and discussed because it feels useful, timely or worth reflecting on.
If you have topics you’d be keen to explore together, please reach out on LinkedIn, and let’s chat!
The Marketing Leader: Master Shapeshifter in the Age of AI
AI hasn't simplified the marketing leader's job. It's made the parts that always mattered harder to ignore.
This article explores where AI genuinely changes the work, what's left that only a skilled leader can do, and why no single hire can be expected to hold the full scope of the role.
Transformation: A Culture Question Wearing a Spreadsheet
Most marketing restructures are treated as a resourcing exercise. The real work is usually further down.
This piece explores why transformation lives or dies in the unspoken permission structure beneath the org chart, and what it takes to make change stick rather than just look different on paper.
Partner Marketing as a Growth Strategy - not a campaign problem
Many organisations invest in partner marketing, yet struggle to see meaningful impact. Often, the issue isn’t activity - it’s strategy.
This article explores how a more deliberate approach to partner marketing, grounded in prioritisation, alignment and shared value, can turn ecosystem activity into a true driver of growth.
The Strategy Mistake: Campaigns in a Box
Central marketing often builds a polished campaign in a box for partners to activate, then wonders why uptake stays low.
This article looks at what that model misses: the partners with the deepest market insight are often the ones who feel most boxed-in, and what earlier collaboration changes for both relationships and results.
The Operating Model Behind Effective C-Suite Engagement
Many B2B technology organisations attempt to scale traditional marketing activity to engage enterprise and C-suite audiences.
But executive credibility is rarely built through campaigns alone. Effective engagement requires a deliberate operating model - aligning leadership perspective, cross-functional influence, and sustained thought leadership across complex buying committees.
Beyond 'wallpaper'
A 'Changemakers' article with alan.Agency on transforming tech messaging into customer outcomes.
Topics include:
- Crafting marketing that stands-out
- Challenging status-quo, with insight
- People at the heart of change
Marketing Reinvention & the Apprehension of AI
In this blog, I share my thoughts on AI, and the need to reframe the fear of AI into opportunity.
Topics include:
- Why marketers must shape
technology, not be shaped by it - The human edge in creativity, data and differentiation
- How AI amplifies strategy without replacing the craft
HotTopics Leader's Corner Interview
In this interview with HotTopics, I share some of my personal perspectives on navigating modern marketing & leadership.
Topics include:
- A “squiggly” career and the value of adaptability
- Leading with authenticity and building trust
- Using data and emerging tech to activate smarter marketing
The Importance of Data in B2B Marketing
This 'Provocative Truth' podcast discusses unlocking data’s strategic value in B2B Marketing.
Topics include:
- Making data work harder for marketers
- Aligning insight with customer outcomes
- Practical lessons from enterprise marketing leadership