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Notes on Marketing, RevOps & Automation
Plain-language articles for Australian B2B businesses on where marketing budgets leak, how to measure what works, and how to fix it.
Spending on Marketing, but Not Sure What’s Actually Working?
If you run an Australian B2B company, your marketing budget is probably leaking in one of two places: ad spend pushed toward vanity clicks, or technical friction inside your CRM that lets real enquiries drop through the cracks. Here’s how I fix both, keep your pipeline accountable to revenue, and cut out agency overhead.
October 2026 · 6 min read
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Who Wins: System Architects vs. Masters of Visibility
In most organisations, the people who build the machine and the people who present it are rarely the same — and corporate hierarchies tend to reward the presentation.
November 2026 · 5 min read
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The GEO Illusion: Why AI Recommends Products That Solve Problems, Not Marketing Budgets
Generative AI doesn’t reward high ad bids or slick copywriting. It acts as an emotionless buyer’s agent whose job is to protect the user from wasting money — and that changes what it takes to get recommended.
October 2026 · 4 min read
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Overqualified, Under-Tolerated: The Surreal Circus of the Modern Job Hunt
If you want to experience an existential crisis without having to read Nietzsche, just go on the job market as a seasoned specialist. Here is an honest tour of what it’s actually like out there.
October 2026 · 4 min read
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Forget the Hype: 4 Unconventional, Everyday Ways AI Actually Saves Me Money and Headaches
The biggest returns from AI don’t come from novelty tasks. They come from applying it to mundane, everyday friction — supermarket specials, clinic menus, batch codes and skincare routines.
October 2026 · 3 min read
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The Death of the Featureless Box: How One Playground, BAKED and The Grounds Turned Interior Design into a Zero-CAC Acquisition Engine
Customer acquisition is usually an expensive treadmill. A handful of Sydney venues moved their marketing budgets into architecture, lighting and staging instead — and let their customers do 100% of the content distribution.
October 2026 · 5 min read
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Flipping the Hospitality Playbook: How BAKED Sells Sugar, Flowers and Belonging Instead of Booze
Ask any veteran restaurateur where the money is made in hospitality and they’ll say the drinks menu. BAKED built a packed, day-to-night business on the exact opposite premise.
October 2026 · 5 min read
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The Feature Factory Trap: Nobody Cares About Your SaaS, They Care About the Job
Marketers don’t wake up hoping to log into seven SaaS dashboards. Yet the average B2B stack is a junkyard of single-purpose tools — and the products that win are the ones that finish the whole job.
October 2026 · 4 min read
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The Superior Product That Lost: Canva vs Over (and Why I Refuse to Suffer Its Fate)
In 2016, Over was the better product by a mile — editorial typography, gorgeous artwork, slick mobile tools. Today it’s a footnote inside a web-hosting dashboard. Here’s how Canva won anyway.
October 2026 · 5 min read
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The Emotional Landscape: Why Customer Journey Mapping Is the Secret Engine of Modern Marketing
Journey maps started as a cold diagnostic for software. In marketing, they track what your customer feels, doubts and fears at every step — and show exactly where your spend is leaking.
October 2026 · 4 min read
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The Silent Foyer: Why Onboarding Emails Are the Foundation of Retention
The checkout isn’t the finish line — it’s the front door. Here’s how onboarding emails reassure investors, keep supplement buyers on track and take the manual chasing out of high-volume operations.
October 2026 · 4 min read
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The Revenue Reality of Segmentation: Why B2C Precision Is Conquering B2B
Salesforce just paid $5.66 billion for Braze. Here’s why: CRMs store data, but behavioural segments make money — and B2B can no longer afford to send everyone the same email.
October 2026 · 4 min read
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The 4 Ps, a Courtyard Tree, and the PR Lesson I Learned at Five Years Old
At five, I ran a courtyard toy stall that nailed product, place, price and promotion — and still got shut down. The lesson: secure your stakeholders before you launch.
October 2026 · 4 min read
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Market Capacity: How to Measure Consumer Purchasing Power Before You Launch
Is your market a $48M inner-city niche or a $1.26B metro industry? How to size demand before you launch, with a worked Sydney example built on ABS data.
October 2026 · 5 min read
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