Featured Thinking

Exploring What Makes Marketing & Advertising Work

Over the years, I’ve contributed to the marketing conversation through writing, speaking, interviews, and collaborative research. Below is a selection of talks, publications, and ideas that reflect how I think—and the types of challenges I help companies solve.

Speaking Engagements

• Panelist, Adweek (Oct 2024) – “Forget the CRO, the CMO’s Best Friend is the CFO”

• Keynote, ANA B2B Masters (June 2024) – “The Three Drivers of Financial Value”

• Keynote, ANA B2B Masters (June 2023) – “All Weather Marketing”

Articles & Publications

• Author, Marketing Week – “The Problem with How B2B Marketers Use Their Budget” (April 2025)

• Co-author, Marketing Week – “Marketers Can Unlock Budget by Being Finance Friendly” (July 2024)

• Co-author, LinkedIn B2B Institute – “The Three Drivers of Financial Value” (June 2024)

• Author – “Why You Should Cast Your Brand Characters Front and Center” (May 2023)

• Author – “B2B Marketers: Excess Share of Voice Can Help You Get More Budget from Your CFO” (March 2023)

• Author – “We Need to Bridge the Disconnect Between Marketing and Finance” (February 2023)

Interviews

• Interview with Michelle Taite, CMO of Intuit Mailchimp – “How B2B Businesses Can Make Creativity a Superpower”

• Interview with Dr. Joost M.E. Pennings, Maastricht University – “The Hidden Role of Marketing in Risk Management”

• Interview with André Tomano, Maastricht University – “Uncovering Marketing’s Impact on Pricing Power”

• Interview with Dr. Thomas Post, Maastricht University – “How to Position Marketing as a Growth Driver, Not a Cost Center”