Field Notes · Working papers
Where evidence meets experience.
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Marketing accountability is broken at both ends: the wrong things are measured, and the wrong outcomes are attributed. This paper argues for a better model. One that is tougher, not softer, but applied to the right things.
The most common marketing hiring mistake in Australian SMEs is not hiring the wrong person. It is hiring the right person into a role the business has not defined, then blaming them for the gap.
They are usually framed as rivals. They are not. One sells execution capacity, the other sells leadership of the function, and the most expensive mistake is buying one when you needed the other.
The typical numbers, the six factors that drive them, and how the cost compares with the alternatives. Including our own rates, because a pricing article that hides its own pricing is not much of a pricing article.
The six common methods, strengths and drawbacks, and a practical approach you can run without an econometrician on speed dial. Including what to do on Monday.
The papers are the evidence. The work is building your marketing on it. Start with a 15 minute call.
Based in Newcastle. Working across Sydney, NSW and nationally.
