Field
Experts in consulting and their latest posts.
Helps CEOs, founders and investors find what limits revenue growth and plan a fix
Joel argues that founders chasing AI hype overlook underfunded sales teams as the real constraint on revenue. AI generates insights, but without enough capable salespeople to act on them, those insights go unused and growth stalls.
Joel argues that Instagram's focus on live video ads makes static, traditional strategies a liability. At a mid-sized retailer, moving from print and TV to live video as the core of the strategy lifted engagement noticeably.
Joel argues that consumer attention is quietly moving to ChatGPT while many marketers cling to traditional ad platforms. Teams experimenting with conversational AI report deeper engagement, and Joel sees the shift from static ads to dynamic conversations as the key change.
Joel argues that marketers clinging to outdated metrics miss shifts in how people buy, and that comfort with familiar measures is costly. He points to an apparel brand whose last-click view hid the early influence of its social campaigns until multi-touch attribution revealed it.
Joel argues that CMOs who rely on third-party data wrongly assume it gives a broader view. He says first-party campaign insights offer more depth, and that a retail team's switch revealed overlooked consumer patterns and produced more effective campaigns.
Joel argues that AI and traditional marketing methods are not opposed. Drawing on client examples, he says companies that pair seasoned talent with AI insights can drop weak channels and gain efficiency, while those that cling to legacy targeting lose ground.
Joel argues that CMOs who keep AI inside the IT department miss its strategic value. He describes a luxury brand client that saw better targeting and retention once machine learning moved into consumer behavior analysis.
Joel argues that investors overlook Europe because of past U.S. dominance and assumptions about regulation. TikTok's expansion there suggests a less saturated market, receptive to creative ad formats, and that adaptive strategies matter more than static assumptions.
Joel argues that CMOs who rely only on traditional search ads risk losing budget to CTV and Apple Maps advertising. Joel says CTV reached an untapped demographic that search could not, and that historical ROI figures no longer justify the assumption.
Joel argues that marketers sticking with traditional Google Ads are overlooking Gemini's fast-growing user base. Drawing on a SaaS client, Joel says adding Gemini improved click-through, acquisition and engagement, and that staying static costs more than trying a new platform.
Joel argues that traditional agency-led creative processes are becoming obsolete as AI ad factories produce ads at scale. He cites a retail brand that resisted automation and lost market share to faster competitors using automated production and targeting.
Joel argues that CMOs who bet solely on influencer ads overlook automated personalization. Drawing on a retail client whose engagement plateaued, Joel says blending influencer appeal with tailored, data-driven experiences restored sales growth and loyalty.
Joel argues that treating AI models as a one-time deployment is a trap. Static models stagnate and leave brands blindsided when data changes, while systems that learn and adjust spot trends earlier and let CMOs shift strategy in real time.
Joel argues that clicks, impression share and CPCs are outdated measures. Marketers should build data access, attribution modeling and advanced measurement, and let business outcomes such as engagement and retention guide decisions instead of easy platform numbers.
Joel argues that AI agents, which now take actions rather than just generate text, are reshaping revenue. In his view, marketers who keep making excuses and cling to outdated tactics will fall behind those who adapt now.
Joel argues that AI's real potential lies in converting insights into revenue, not in the algorithms themselves. The bottleneck is execution, and brands that act swiftly on what AI surfaces will move ahead of those stuck analyzing.
Joel argues that marketing built on 2010-era tactics is falling behind, because AI evaluates consumer behavior in near real time and anticipates changes. He says strategists who adopt it can optimize on the fly, while hesitation puts profits and relevance at risk.
Joel argues that instinct is now the weakest link in data-driven marketing. AI finds hidden patterns and predicts market shifts, so teams that don't build it into their growth frameworks risk obsolete revenue strategies. He frames AI as amplifying strategy, not replacing people.
Joel argues that traditional attribution models no longer suffice for measuring ROI. He says AI finds patterns in real time and forecasts competitor moves, and that brands should pair intuition with data instead of clinging to old methods.
Joel argues that raw data has value only once it is turned into insight and combined with human creativity. He says top performers act on AI insights and predictions, and that sticking with the status quo means gambling without an edge.