Field notes
Thinking in public
Articles, frameworks, and observations on B2B go-to-market, AI marketing systems, and what separates predictable growth from random results.
March 2026
How AI Agents Are Reshaping Marketing Workflows
The shift from tools that assist to agents that execute is changing how marketing teams operate. Here is what that means for the next generation of marketing systems.
February 2026
From Campaigns to Marketing Systems
Why the best marketing organisations are moving from campaign-driven thinking to systems-driven execution.
January 2026
The Future of B2B Demand Generation
Demand generation is evolving from lead capture to demand creation. The organisations that understand this shift will win.
December 2025
The Marketing Operating System Framework
Every marketing function can be mapped to five system components. Most startups are missing three of them.