Founder @ Sticky Tactics | Closing the GTM Visibility Gap in B2B Tech Nerd & #spoonie serving lead gen, marketing, and tech insights. he/him 🌈
Jersey City
Joined March 2012
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In Almaty, spit on the street and facial recognition will send you the ticket.
So a classmate tells me. (I didn't test it.)
This past summer I spent a week in Kazakhstan with about half of my EMBA cohort.
Construction cranes fill the skyline. Kazakhstan's economy grew 6.5% last year, and it produces 56% of Central Asia's GDP.
Growth is everywhere.
Your best buyer this quarter will tell you they first found you on Google.
They're wrong.
But they're not lying.
I studied behavioral science before I ever did any marketing, so I can tell you why:
That's why marketing/sales attribution can't rest on one source.
Self-reported fields show what buyers remember. Call recordings add nuance. Attribution software shows only what it can track. The CRM shows what action closed, and from where.
I just taught at one of the best business schools in the world.
My message: “Mind your Ps and Qs. But mostly your Ps.”
On Saturday, my professor asked me to teach a 15-minute session on promotion at Columbia Business School to a room of executive leaders from around the world.
We ended up going to 40 minutes – turns out execs are actually interested in marketing.
Most of their questions came back to the same few things:
👉 How to make marketing effective
👉 How to measure its ROI
👉 How to get the best results out of their teams
I told a client they should stop working with me.
I told them where they could get more bang for their buck.
So they left.
It connects to a class discussion I recently had at London Business School:
Which brings me back to my client.
I value honesty a lot – but I also know it pays to lose a client now so I can keep my reputation for agnostic advice.
When incentives punish the person who has to take the risk... Well, you get what you pay for.