In most B2B companies, marketing is busy and the pipeline still lags. Closing that gap is the whole point.
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A place to rethink strategic marketing leadership in the age of AI.
The decisions, the trade-offs and the structural reasons that decide one thing: whether marketing actually moves the business. Written from the intersection of strategy, leadership and modern marketing operations.
Marketing should drive business decisions, not just run campaigns.
Most B2B teams still optimise for activity, not revenue impact.
Senior marketers should build AI systems that put them ahead of everyone still working the old way.
AI can read your marketing board report better than you can. What it can't do is supply the context that turns data into the right decision.
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When every competitor has the same AI, executing well no longer differentiates. The advantage shifts to the understanding of the customer and the market that only exists inside…
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Most teams use AI in marketing and get no value. The leak is not the tool. It is the 4 places nobody measures: evidence, data, adoption, governance.
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New CMO? Before launching anything, map the AI sprawl and Shadow Org you've inherited. A practical guide to the first 90 days that actually reflect reality.
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Pipeline attribution doesn't measure marketing contribution to revenue. It measures channel interactions. Here's what CEOs should ask instead.
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A practical guide for CEOs on what to demand from their CMO: market intelligence, positioning assessment, ICP signals and the link between marketing and the sales cycle.
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49% of Fortune 500 companies no longer use the CMO title. The classic role is fragmenting into 5 archetypes. Only one retains genuine strategic authority.
Read more →Strategy, revenue attribution, board reporting, and what it looks like when marketing has a real seat in commercial decisions. Written from inside the decision.
For CMOs and senior marketing directors who want strategic weight.
The questions a CEO should be asking their marketing team. The answers they rarely get because the team is too cautious, too junior, or too close to the work.
For CEOs of mid-size B2B companies without a senior CMO.
How I built my own Marketing OS with Claude Code. What AI actually does and does not do inside a real marketing operation.
For CMOs curious about AI but sceptical of the hype.
Marketing director with 15+ years of international experience in B2B. Writes "The Agentic CMO": marketing strategy and AI systems for senior marketers and their CEOs.
About Reyes →Direct answers, structured for both humans and AI answer engines.
Who writes it?
Reyes Brusola. CMO with 15+ years running marketing inside B2B companies across Europe and LATAM. Not a consultant. Not an agency. Someone who has had to defend budgets, hire teams, and explain to a board why the numbers moved.
Once a week. No filler issues, no catch-up editions. If there is nothing worth saying, nothing goes out.
Free. No paid tier, no sponsored content inside posts, no upsells.
Every data point carries its source. Every argument comes from inside a real marketing team, not from a framework. Where something cannot be substantiated, it does not go in.
Yes. The posts are written so that CEOs can read marketing the way they read finance: what the numbers mean, what questions to ask, and when something is wrong.
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