A Zero-Based Marketing Primer for Frustrated CFOs
A brutally honest blog series for CFOs and CMOs who are done funding vanity, junk, noise, and leaks. 12 posts. No fluff. Just the math, the frameworks, and the tools to stop the bleed.
Explore the SeriesCut The Crap — 12 Part Series
The Curriculum
A progressive journey from diagnosis to cure.
Phase 1 — Foundation
- 01 The Marketing Waste Epidemic: Why Your P&L Doesn't Match Your Dashboard
- 02 The "Invisible Leak": Why Your P&L is Bleeding and Your Dashboard is Hiding It
- 03 Vanity Metrics vs Sanity Metrics: The Dashboard That Is Lying to Your Face
- 04 The 4 Dumpster Fires: Categorizing VANITY, JUNK, NOISE, and LEAKS
- 05 The "Busy-ness Bias": Why Doing Less Will Actually Make You More Profitable
- 06 The Waste of Premature Scaling: Pumping High-Pressure Water Through a Broken Pipe
Phase 2 — Diagnosis
The 4 Dumpster Fires
Every dollar of marketing waste falls into one of these four categories.
VANITY
The metrics that look great on a slide deck but can't deposit money in the bank.
JUNK
The campaigns you run on autopilot because "we've always done it this way."
NOISE
The channels and tactics drowning out your signal with meaningless activity.
LEAKS
The silent budget drains hiding in your tech stack, contracts, and workflows.
Next month, we tear down these four fires one by one. Get the brutal math delivered straight to your inbox.