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How marketing work actually happens — and what a marketing operating layer should do about it.

Latest guide · Marketing Process IntelligenceThe Marketing Health Question: What Should a Team Know Before It Acts?Most marketing reports describe the past well. Very few tell a team whether it is in a position to make its next round of decisions.13 Oct 2026 · 10 min read

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20 Oct 2026Sports Sponsorship Evidence Arrives Too Late. Marketing Decisions Need It While the Work Is Live.4 min read · 2 sources
19 Oct 2026Promotions Get Repeated Without Proof of Profit. Marketing Should Treat the Repeat as a Decision.4 min read · 2 sources
12 Oct 2026Repeated Customer Ratings Can Change the Experience They Measure. Marketing Should Check the Cadence.4 min read · 2 sources

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Marketing Frontiers · #01

Where marketing is moving, what the evidence says, and what leaders should do next.

Marketing Decision Cadence Is Splitting: Continuous Tactical Loops, Deliberate Strategic Cycles

Some marketing decisions now move between formal reviews. Others should not. The frontier is running both clocks without letting the fast one rewrite the slow one.

15 Oct 2026 · 6 min read · 7 sources

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20 Oct 2026Marketing SignalSports Sponsorship Evidence Arrives Too Late. Marketing Decisions Need It While the Work Is Live.New IPA and SEF research finds that most practitioners use sports sponsorship data to report after the campaign; just 22% use it to adjust activity while programmes are live.4 min read · 2 sources 19 Oct 2026Marketing SignalPromotions Get Repeated Without Proof of Profit. Marketing Should Treat the Repeat as a Decision.A new survey of UK consumer-goods leaders finds that three in four cannot estimate what share of last year's promotions made money, and about as many repeat promotions whose profitability has not been assessed.4 min read · 2 sources Frontier #01 · Marketing Process IntelligenceMarketing Decision Cadence Is Splitting: Continuous Tactical Loops, Deliberate Strategic CyclesSome marketing decisions now move between formal reviews. Others should not. The frontier is running both clocks without letting the fast one rewrite the slow one.15 Oct 2026 · 6 min read · 7 sources Guide · Marketing Process IntelligenceThe Marketing Health Question: What Should a Team Know Before It Acts?Most marketing reports describe the past well. Very few tell a team whether it is in a position to make its next round of decisions.13 Oct 2026 · 10 min read 12 Oct 2026Marketing SignalRepeated Customer Ratings Can Change the Experience They Measure. Marketing Should Check the Cadence.Repeated ratings do not only record how an experience is going. Across sixteen studies, they changed how much people enjoyed it — a bounded finding with a practical question for every customer feedback program.4 min read · 2 sources Guide · Marketing Process IntelligenceWhat Is Process Intelligence in Marketing?Knowing which step comes next is easy when the work follows a template. Marketing work rarely does, so the useful question is a different one: is this work ready for the decision it is about to make?7 Oct 2026 · 9 min read 7 Oct 2026Marketing SignalStrategic Thinking Tops Marketing's Skills Gaps in New WFA Research. Better Tools Won't Close It.The world's biggest advertisers say their scarcest capability is not technical. The harder finding is organisational: they doubt they can develop it fast enough, and their incentives do not reward it.4 min read · 1 source 2 Oct 2026Marketing SignalMeasurement Is Changing Mid-Flight. Marketing Decisions Need to Remember Which Ruler They Used.U.S. ad buyers are changing how they measure while still deciding on the old measures. The risk is forgetting which ruler each decision used.4 min read · 5 sources 2 Oct 2026Marketing SignalA 6M-Customer Field Experiment Found More Purchases With Less Exploratory BrowsingGenerative search did not simply add another interface in a large commerce experiment. It changed where the customer journey began — and made some familiar digital signals harder to read in isolation.4 min read · 3 sources Guide · Judgment & GovernanceAI Made Marketing Output Abundant. Better Marketing Work Is Still Scarce.A first draft of the plan now takes minutes. Deciding which draft deserves the budget still takes what it always took — and usually a little more.28 Sept 2026 · 8 min read Guide · Start anywhereStart Anywhere. Align Everything. Why Marketing Needs a Liquid Intelligent LayerMarketing work rarely begins at step one. It begins with a campaign already live, a number that moved, a question from the CEO. The system that supports it has to start there too — without losing the thread.24 Sept 2026 · 8 min read Guide · Marketing Process IntelligenceMarketing Is Not a Linear Workflow. That Changes What AI for Marketing Should Be.Process still matters. The path just has to adapt to the work — and the tools built for marketing have mostly picked one of the two.24 Sept 2026 · 7 min read Guide · Company MemoryYour Marketing Team Should Not Have to Start From Zero Every TimeMost marketing organisations know far more than they can use. The problem is not how much they remember. It is that what they know rarely reaches the work that needs it.24 Sept 2026 · 6 min read

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