Consulting
Here are articles I’ve posted on a variety of topics, including Marketo, marketing operations, fluid revenue at scale, Generative AI, career advice, whatever.
Adobe Gen Studio notes from the trenches: planning for success
January 14th, 2026 — Adobe Gen Studio opens up meaningful possibilities, but it ain't as easy as the salespeople tell you. I was there.
Getting ROI from Fluid Revenue systems
September 14th, 2025 — Executives investing in Salesforce, particularly with Fluid Revenue Orchestration, often find the promised ROI a little elusive.
Adobe GenStudio: Scaling content generation for Performance Marketing
July 11th, 2025 — Adobe’s recent unveiling of GenStudio has sparked a lot of interest and some consternation among marketing executives.
Fluid Revenue Orchestration needs two things
June 25th, 2025 — Fluid revenue operations require two things to work: a good flow of data and the right data to flow.
MVD=MVD: Your Minimum Viable Data is your Most Valuable Data
June 20th, 2025 — From a Revenue Orchestration standpoint, your Minimum Viable Data (MVD) is your Most Valuable Data. MVD=MVD.
The perfect CRM: I once met a real unicorn in the Canadian wilderness
June 20th, 2025 — The perfect CRM: I once met a real unicorn in the Canadian wilderness.
Basic tenets of Fluid Revenue at Scale
May 29th, 2025 — I've formed an opinion of what makes a strong Revenue Orchestration Architecture. Here's my basic tenets for design.
Fluid Revenue Orchestration transformation requires active executive sponsorship
May 20th, 2025 — Don't let the execs weasel out of the hard work of managing digital transformation.
Beyond Martech siloes: Thinking about the full Revenue Enablement Architecture
May 3rd, 2025 — Thinking about the full Revenue Enablement Architecture.
Sometimes, you need a CTO
March 20th, 2025 — Sometimes, you have to go beyond what the client is asking and find the real problem. It can be ugly.
A deep-dive into Adobe GenStudio: scaling content generation for Performance Marketing
February 25th, 2025 — A deep-dive in to Adobe Gen Studio: Scaling content generation for Performance Marketing
Tasks and timelines for merging an acquired company’s martech systems
February 19th, 2025 — A checklist of tasks and timelines for merging Marketo instances.
What is a Revenue Orchestration Architect?
February 16th, 2025 — A Revenue Enablement Architect is responsible for designing and implementing comprehensive revenue enablement strategies.
Personalization in Healthcare: A Conversation with Kate McAdams
January 16th, 2025 — Kate shares her perspective on the growing role of data in healthcare, emphasizing that personalization is about more than technology
72 hour rollout from FDA approval — A conversation with Ava O’Keefe
December 12th, 2024 — Ava O'Keefe walks me through her experience running a go-to-market (GTM) program for a pharmaceutical company awaiting FDA approval.
Renewing passion during job change
July 11th, 2024 — I'm moving to a new job after several years of managing the operations for a team of global consultants
Adobe Summit 2023: Wow, did they get it right
March 30th, 2023 — Adobe Summit 2023: Wow, did they get it right
Merging marketing automation platforms
May 1st, 2021 — We outline the steps needed for an instance merge involving two organizations running Marketo and Salesforce.
Students: Your resume sucks. Here’s how to fix it
March 7th, 2019 — Most student resumes suck.
Staffing the revenue marketing team: salary ranges 2018
March 12th, 2018 — Here's a quick chart to show you the salary ranges typical for revenue marketing technical roles within a medium-sized enterprise.