White Papers
Building the function
that isn’t there yet
Working papers on revenue marketing in technical industries — demand generation, marketing operations and go-to-market, written from four turns as the first marketing hire.
07 papers in the series · 01 published
Building a Marketing Department That Runs Beyond Me
How I built and run a one-person marketing function in Asana.
- Organizing by function and client
- Procedure in Asana, records in the CRM
- Where the system needs work
The series
Building a Marketing Department That Runs Beyond Me
How I built and run a one-person marketing function in Asana — about 70 projects organized by function and client, with procedure in Asana and records in the CRM.
Zero to Pipeline
What the first marketing hire actually does in the first months — before there is a brand, a database or a budget — and the order to build it in.
Sales Won’t Touch the CRM
Why sales teams route around the CRM, and how to set it up so it becomes the tool they would miss rather than the one they are told to use.
HubSpot to Salesforce Marketing Cloud
A field guide to the migration — what to plan before the move, what breaks along the way, and what is better left behind.
Long Cycles, Technical Buyers
Marketing to engineers and specialists when the sale takes a year or more — staying useful through the whole cycle instead of loud at the start of it.
Trade Show ROI
Measuring what a booth actually produced — from badge scans to pipeline — so the next show is a decision rather than a habit.
One Brand, Many Owners
Keeping one brand consistent across a network of independently run businesses — what to centralise, what to hand back, and how to hold it together.
Working on one of these problems now?
If you are building the marketing function in a technical industry, I am glad to talk it through before the paper is out.
Looking for the personal writing? Read the essays →