Guide.
Marketing vocabulary grouped by the situation it turns up in, and the systems behind it. Every term ends with a question you can ask out loud. Every tool also says when it is a poor fit.
86 terms and tools, and counting
- DictionaryThe words you get asked about, grouped by the situation they turn up in rather than alphabetically. Each one ends with a question you can ask out loud in your next meeting.CAC payback · MER · Incrementality · Pipeline coverage
- System landscapeThe platforms, from someone who runs them. What each is good at, what it costs to own, and when it is a poor fit.HubSpot · Meta Ads · Shopify · GA4
- Working with an AI assistantConnecting one to the systems you already run, and handing it the work that repeats. Written from one desk, with the failure modes attached.The stack · The month the tool broke · The project instruction file