Marketing

Marketing, when done poorly, can hurt your brand. And sometimes, even the biggest global brands fall prey to poor marketing. Let’s look at a few marketing campaigns from the top global brands, and why they backfired.

As a CMO and fractional CMO, I have worked with founders for a large part of my career. And every time, revenue slows down, they default to ramping up lead generation.  More leads feel like the answer because they’re visible, measurable, and easy to associate with growth.  But more leads fed into a broken system

I have worked as a CMO and fractional CMO for several businesses, and have worked closely with marketing agencies. I even have even been a full time employee at four different agencies. Most founders realize too late that their agency is limiting growth. After 12 to 18 months of retainer fees, activity reports, and missed

I have worked with several founders in my marketing career. And more often than not, an inconsistent pipeline is one of their most frustrating problems. I can almost guarantee that at most organizations, this is addressed by increasing spend, running more campaigns, or pushing sales harder.  In this guide, I will walk you through the

If your marketing is not driving revenue, it might not be a budget or channel issue. In my experience as a CMO and fractional CMO, the underlying issue is almost always strategic. I am referring to the wrong ICP, unclear positioning, marketing-sales misalignment, and the wrong measurement framework. In this guide, I will walk you

Building a marketing team from scratch requires defining revenue targets first, identifying the specific growth constraint the team needs to solve, and hiring in the right sequence based on company stage.  In my marketing career, I have come across several businesses hiring before they have strategic clarity. And as expected, they end up with capable

In my marketing career, I have observed that a high CAC (customer acquisition cost) has more to do with targeting, positioning, and conversion, than with channels. In this guide, I will walk you through the eight most common causes of high CAC in B2B companies, how to diagnose which one is driving yours, and the

I’ve seen more companies make terrible decisions because they trusted ROAS than almost any other metric. ROAS doesn’t tell you if you’re profitable. ROAS doesn’t care about: Cost of goods sold Fulfillment costs Customer service Returns or refunds Any operational costs It only measures revenue divided by ad spend. And revenue isn’t profit. In this video,

Lead generation and pipeline creation are not the same thing.  Many B2B companies get this wrong, and it shows up fast in the numbers. Marketing reports record MQLs, but pipeline and revenue stay flat. In this post, I break down the seven most common reasons leads fail to convert to pipeline. You’ll learn how to

A B2B go-to-market template helps you build a predictable pipeline from scratch. This template comprises six key components, namely, ICP definition, positioning and messaging, channel prioritization, demand generation architecture, sales-marketing alignment, and KPI tracking. This approach comes from fractional CMO Shashank Shalabh’s 22 years of marketing experience, helping 20+ growth-stage companies across SaaS, fintech, e-commerce,