Original research
What makes thought leadership worth citing?
Marketing leaders discuss good research questions, timely findings, and turning a report into useful pieces of content.
Watch the conversation ↗THE FUTURE OF MARKETING / ADVISOR SERIES
What comes next
for marketing?
Twenty short conversations with marketing leaders. Original ideas, customer understanding, and the work that creates business value.
ADVISOR PERSPECTIVES
Original research.
Original research
The moat is customer understanding.
When competitors have access to the same AI tools, customer understanding and a distinctive idea become more valuable.
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Original research
Everyone can spot AI slop. What breaks through?
Marketing leaders discuss undifferentiated AI content and the value of depth, real people, and a clear point of view.
Watch the conversation ↗
Original research
Start with the data you already have.
A conversation about customer interactions, existing knowledge, and identifying the questions that still need answers.
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Original research
Will humans still write?
Marketing leaders offer different views on AI writing, editing, accuracy, and the value of authentic customer stories.
Watch the conversation ↗ADVISOR PERSPECTIVES
GTM decisions.
GTM decisions
Pretty numbers. Where is the pipeline?
Marketing leaders question vanity metrics and discuss qualified meetings, opportunity progression, and pipeline.
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GTM decisions
Brand is back. Make it matter.
A discussion of memorable brands, human storytelling, creative investment, and connecting brand work to business results.
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GTM decisions
Performance marketing on autopilot. What is your role?
Marketing leaders discuss automated campaign execution, ongoing learning, and where people add value.
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GTM decisions
The focus group said one thing. Sales said another.
A conversation about stated preferences, buying behavior, and moving research from occasional projects to ongoing decisions.
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GTM decisions
The questions CMOs want to ask each other.
Marketing leaders share questions about new roles, AI investment, workflow priorities, and where AI creates value.
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GTM decisions
Where does the marketing budget go next?
A conversation about shifting investment toward customer intelligence, original ideas, experimentation, and marketing infrastructure.
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GTM decisions
Why product marketing is hard to automate.
A discussion of product marketing as the connection between customers, product teams, and a broader business context.
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GTM decisions
Your next buyer might be a bot.
A discussion of human and agent buyers, AI discovery, and the changing role of a company website.
Watch the conversation ↗ADVISOR PERSPECTIVES
Teams and AI.
Teams and AI
Doing 10x more with less: here to stay?
Marketing leaders debate the pressure to produce more, the cost of AI, and where efficiency reaches its limits.
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Teams and AI
Fewer meetings. Better decisions.
Marketing leaders discuss bringing a recommendation and its reasoning to a meeting, instead of starting from an open debate.
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Teams and AI
Judgment is the job now.
As answers become easier to generate, marketing leaders discuss the value of critical thinking, context, and human judgment.
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Teams and AI
Start from a blank sheet.
Marketing leaders discuss redesigning established processes and rethinking how a research report comes together.
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Teams and AI
Stay curious. Keep experimenting.
A conversation about testing new tools, sharing what works, and encouraging teams to keep learning.
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Teams and AI
What will the marketing team look like in 2028?
Different predictions about team size, emerging roles, and the boundaries between marketing functions as AI adoption grows.
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Teams and AI
You saved 20 hours. Now what?
Marketing leaders ask what teams should do with the time AI creates, beyond publishing more content.
Watch the conversation ↗DATA AS MARKETING
Give your brand
something original to say.
Turn buyer research into a story, a flagship report, and content your audience can use.
See Gather content in action ↗