Triumphant Journey
Occasional writing on marketing leadership, commercial discipline, international growth and the sensible use of AI.
Opinion · 14 October 2026 · 4 min read
You ask if they have B2B experience. They reply with a B2C case study and tell you it is basically the same thing. It is not, and pretending otherwise costs real money.
Read the articleInternational expansion · 10 October 2026 · 5 min read
Entering a market is a logistics decision. Deciding to lead it is a strategy. Most B2B expansion plans never make the second decision, and it shows in the results.
Read the articleStrategy · 6 October 2026 · 4 min read
Two budgets, two teams, two sets of metrics. It is a tidy way to manage money and a disastrous way to run a business.
Read the articleChoosing a partner · 27 September 2026 · 4 min read
How to properly evaluate an agency, a consultant or a fractional CMO. The checks that show whether someone can actually operate in B2B, rather than just present well in a pitch.
Read the articleMarketing leadership · 24 September 2026 · 5 min read
A Head of Marketing, a Marketing Director, a CMO, or none of the above. The choice is not about titles. It is about ambition, investment and what your organisation can currently absorb.
Read the articleAI and marketing · 23 September 2026 · 4 min read
AI will crush the cost of execution, but not the value of judgement. Here is how B2B marketers stay valuable when the mechanics of the job compress.
Read the articleMarketing leadership · 20 September 2026 · 3 min read
Marketing loses its power when it tries to mimic finance. You cannot out-finance the CFO. Stop competing on their ground and do the work only marketers can do.
Read the articleSearch and discoverability · 16 September 2026 · 4 min read
Search still matters. But between intent and decision, a new layer has been added, and it is quietly reshaping how B2B buyers find, evaluate and shortlist suppliers.
Read the articleMarketing leadership · 12 September 2026 · 3 min read
There was never a sales versus marketing problem in B2B. Just two teams closest to the market, facing the same pressures, usually getting blamed for the same things.
Read the articleInternational expansion · 8 September 2026 · 4 min read
The marketing usually survives the translation. What breaks is everything that was holding the marketing up: the referrals, the reputation, the shorthand, and the assumption that people already know who you are.
Read the articleFractional CMO · 4 September 2026 · 5 min read
Most fractional marketing is sold as cheaper labour. That is the wrong model and it produces a dependency you have to keep paying for. Here is the alternative.
Read the articleIf something here reflects the problem you're facing, let's talk.