Diagnostics, opinions, and post-mortems. Notes on revenue operations, attribution, AI search, and the funnels I find broken in the wild. Mostly about what actually moves a number, and what I learn each time I am wrong about it.
How to audit a funnel in two days. How to spot an attribution lie at fifty paces. The work, broken into steps you can copy.
On attribution theatre, AI search, the consulting industry. The kind of writing I would only publish under my own name.
Anonymised, honest. What I shipped, what I got wrong, and what I would do differently the next time.
A monthly notebook of what I am watching in RevOps, growth, AI, and adjacent practice. Short, frequent, opinionated.
Listed newest first. Each one is a piece I would link to from my own homepage. If something here is wrong or worth pushing back on, tell me.
Buyers don't move through channels anymore. They move through a discovery space: an LLM prompt, a Reddit thread, a LinkedIn post, a G2 skim, then a paid search click at the end. Last-touch reporting rewards the wrong team for the wrong reason.
Google now ships core updates and SERP redesigns on a 90-day cadence. Traditional marketing change management assumes platform stability that no longer exists. A diagnostic playbook for the operating rhythm that survives.
RevOps is trending because the sales and marketing silo is finally being called what it is: broken. A diagnostic playbook for standing the function up from scratch, the cadence that actually makes it work, and the traps to avoid.
Rankings flat, impressions flat, clicks halved. Three compounding events between March and May 2026 restructured organic search. What is actually happening, and what to do about it.