Hi Reader, Most scaling B2B tech companies measure marketing activity. Website visits. Content downloads. Webinar registrations. LinkedIn impressions. It feels like control. It looks like progress. But none of it explains why deals are not closing. When revenue slows down, those metrics rarely provide an answer. They only show that the engine is running, not whether it is going anywhere. What I’m seeing When I look at the marketing dashboards of scaling companies, they are usually full of...
about 1 month ago • 2 min read
Hi Reader, Most scaling B2B companies have marketing. Campaigns running. Content going out. A LinkedIn presence. Maybe some paid media. What most of them do not have is a marketing system. Those two things look the same from the outside. They feel completely different from the inside. One performs. The other just stays busy. What I’m seeing When I start working with a scaling B2B tech company, things break quickly. A few basic questions are enough. Does leadership tell the same story as...
about 1 month ago • 2 min read
Hi Reader, When revenue growth slows, the reaction is almost always the same. Hire someone who can sell. A senior sales director. A seasoned business developer. Someone with a network, a track record, and the credibility to open doors. It feels like the right move. In many cases, it is the most expensive mistake a scaling company can make. What I'm seeing A senior sales hire in B2B typically costs between €150.000 and €200.000 per year. Sometimes more, once you include on-target earnings,...
2 months ago • 2 min read
Hi Reader, Most marketing inconsistency does not look like a crisis. It looks like momentum. A new campaign launches. A content series begins. A channel gets prioritised. But six months later, everything has quietly stopped. And somewhere in your market, someone else has not. This is not an execution failure. It is a pattern. And it is more damaging than most leadership teams realise. What I’m seeing I will be honest. I recently lost a client. After almost six months of work, they decided to...
3 months ago • 2 min read
Hi Reader, This weekend edition of The Field is about a pattern I see repeatedly in scaling B2B tech companies. Growth slows down. Marketing becomes more important. The company decides it is time to professionalise the function. The logical step feels obvious. Hire a Head of Marketing or a Marketing Director. The expectation is simple. Once this person is in place, marketing will finally be “handled”. In practice, that is rarely what happens. What I’m seeing In many scaleups, the senior...
3 months ago • 2 min read
Hi Reader, In the first edition of The Field, I wrote about the gap between where a company is today and how its marketing is structured and led. That gap rarely shows up in a brand discussion or a strategy document. It shows up in performance. Revenue problems rarely start in sales When numbers dip, forecasts tighten and targets come under pressure, sales is usually the first place leadership looks. Pipeline coverage. Conversion rates. Individual performance. Activity levels. But in many...
4 months ago • 1 min read
Hi Reader, Welcome to The Field. I’m sending this because we’re in touch and I believe this perspective is relevant to the work you’re doing in eMobility. I wanted to create a place to share how I look at marketing architecture and leadership in this field. From here on, I’ll share my perspective every two weeks, grounded in what I see while working with founders, CMOs, and commercial leaders in the field. If this is useful, I’d genuinely like to hear what resonates or where you see things...
4 months ago • 4 min read