Strategies & Tactics
Marketing that moves revenue.
No fluff, no trend-chasing. Practical writing on strategy, execution, and building marketing that pays for itself, from the desk of a working marketing director.
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Featured · Strategy
June 2026 · 8 min read
Marketing without a plan is expensive. Here's what a real plan looks like.
Most "marketing plans" are a budget and a wish. A working plan makes three decisions most businesses avoid: who you're for, what you'll say, and what you'll stop doing. Here's the one-page version we build for every client.Read the article →
Positioning
The obvious choice: how Alberta businesses win crowded markets
You can't out-shout bigger competitors. You can out-position them. A field guide to becoming the name people say first.Read →
Execution
Why your agency isn't the problem (and what is)
Agencies execute what they're briefed. If nobody senior owns the brief, you get expensive activity instead of results.Read →
Measurement
The only five marketing numbers your leadership team needs
Dashboards drown decisions. Cut to the five numbers that tell you whether marketing is pulling forward, and what to do when one dips.Read →
Research
Before you spend another dollar on ads, answer these three questions
Demand, differentiation, and destination. Miss one and the budget leaks. A pre-flight checklist for paid campaigns.Read →
Strategy
Throwing spaghetti at the wall isn't a strategy
Random acts of marketing feel productive and cost a fortune. How to replace tactics-first thinking with a research-backed direction.Read →
Leadership
Fractional vs. full-time: an honest cost comparison
What a marketing director actually costs in Alberta, what a fractional one delivers, and when it's time to hire in-house.Read →
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