Blog
A journal on marketing & sales
Strategy and brand, sales and RevOps, media, marketing science, GEO and marketing by industry: what the data actually says and what's just noise. We write the way we talk, no fluff and sources linked.
Marketing strategy & brand
6 articlesWhat is strategy, really? The ultimate guide for marketers and non-marketers alike
The most comprehensive guide: what strategy is and is not, the types of strategy, strategy vs plan vs tactic, hypotheses and research, frameworks and how to write one.
How brands are built: mental availability and distinctive brand assets
Ehrenberg-Bass in practice: mental availability, category entry points and distinctive brand assets, and how to audit them.
What an idea actually is (and why half the industry can't explain one)
When is a thought an idea? Types of ideas, where strategy ends and creative begins, and how to explain one in 25 words.
Creativity drives most of the result. So stop endlessly tuning channels.
Nielsen says creative is the biggest single driver of an ad's effect. Sometimes the biggest fix is simply a better ad.
Marketing basics for those who approve the budgets
What marketing really is: 4P instead of promotion alone, penetration versus loyalty, four metrics for the board, and the costliest executive mistakes.
What Cannes Lions agreed on this year
Cannes Lions 2026: fewer entries, stricter rules, a more mature debate about AI. Who took the Grands Prix (Anthropic, Apple TV, Suncorp, AXA).
Sales, GTM & RevOps
8 articlesSales statistics 2026: what the data says about B2B selling
Verified numbers and what to do with them: cold email at 3.43%, 42% of replies from follow-ups, 22 people shaping a purchase. And why the famous "80% after five follow-ups" dates from 1942.
A good feeling about a rep’s pipeline won’t pay the invoices
Pipeline of 30M, a target of 12M, a forecast of 8.6M. The whole calculation step by step, four risk categories instead of percentages, and five places to find the missing 3.4M.
A CRM your team actually uses: how to choose, roll out and not kill it with spreadsheets
Why 50-70% of implementations fail on adoption, how to choose between HubSpot, Salesforce and Pipedrive, HubSpot and Breeze AI in depth. Per Gartner and Nucleus Research.
Your German client tells you off. Your Japanese client thanks you and disappears.
High and low context in business: where the difference came from, why the middle of the scale is the hardest place to stand.
Go-to-market engineering: signals instead of an army of SDRs
What GTM engineering is: how to replace brute force in outbound with buying signals, data and automation.
How to find out which companies visit your website
Visitor identification: the match rates to actually expect, where the GDPR line sits, and why the data is useless until it reaches your CRM.
Sales methodologies without the bullshit: BANT, MEDDIC and friends
When to reach for BANT, MEDDIC, MEDDPICC, SPIN or Challenger, what the research says and the mistakes most teams make.
Go-to-market strategy for the Czech Republic and Slovakia
A 15-year operator's playbook: market sizing, local e-commerce behaviour (Heureka, cash on delivery, pickup points), payments, VAT, localization and a 90-day roadmap.
Media & performance
9 articlesPlatforms are lying to you about performance. And you still believe them.
Incrementality over platform-reported ROAS, the impact of AI Overviews on paid search, and eight channels from Google Ads to Reddit. Backed by Haus, SEC filings, StatCounter and BrightEdge.
How much do Facebook and Instagram ads cost in 2026?
CPC, CPM and CPL by industry ($0.45 to over $4 per click), why prices rise 20% a year, and why "how much" is the wrong question. With a chart.
How to measure marketing after cookies: MMM, incrementality and the end of ROAS
Last-click attribution lies and ROAS measures credit, a different number from lift. MMM (Google Meridian, Meta Robyn), incrementality, first-party data and triangulation. What to actually deploy.
What is media strategy: how to buy attention without burning your budget
Reach vs. frequency, the 60/40 split, three types of spend, attention as currency and the 95-5 rule. Per Binet, Ehrenberg-Bass, Nelson-Field and Hrivnak.
The Czech media landscape: who is who and whom each medium reaches
A clear map: TV (Nova, Prima, ČT), digital (Seznam, Google, Meta), print (Mafra, CNC, Economia), radio and OOH. What each offers and whom you roughly reach.
Retail media: the fastest-growing ad channel nobody in Czechia is writing about
E-shops became media houses. Why it is exploding, how it beats the cookieless mess, who builds it in Central Europe (Rohlík Ads, Alza, Košík, Notino) and the catch.
How to plan media: reach, frequency and common sense
What media planning is: reach, frequency, affinity, CPT and share of voice, and when TV, radio, OOH, DOOH or print make sense.
How RTB advertising works: from a millisecond auction to a world without cookies
A complete guide to real-time bidding for beginners and pros: what RTB is, how an auction runs in 100 milliseconds, and what DSPs, SSPs and ad exchanges do.
RTB and programmatic media buying: a guide for advertisers
What RTB and programmatic are: DSP, SSP, ad exchange, PMP deals and programmatic DOOH. Brand safety, viewability and the ad-tech tax.
Marketing science
10 articlesMeta TRIBE v2: an artificial brain predicts how people will react to your ad before it runs
What Meta’s brain model can do, the data behind it, why you can’t sell it, and how companies test ads before they go live. With a map of forty companies.
Marketing KPIs for CMOs: the metrics that measure growth (and the ones that are just noise)
Which metrics predict growth and which are theatre? Mental availability, ESOV, Share of Search, CAC payback and why NPS failed as a growth predictor. Sourced from Ehrenberg-Bass, Binet & Field and the LinkedIn B2B Institute.
The Multiplier Effect: why brand and performance don't add up, they multiply
A balanced mix lifts return by a median of 90%, pure performance cuts it by 40%. The missing 15%, the doom loop, pricing power and brand in AI search. Per WARC, Analytic Partners and Binet.
Binet and Field: the 60/40 rule that outlived its critics
Why The Long and the Short of It remains the most cited work on marketing effectiveness: brand versus activation, and how to set the ratio yourself.
What the latest marketing effectiveness studies say
A synthesis of the latest effectiveness research: Profit Ability 2, The Multiplier Effect (WARC, System1, Analytic Partners) and the 95:5 rule.
Why AIDA doesn't work, and what science says instead
People don't decide in funnels. What Ehrenberg-Bass says about mental and physical availability, why the 60/40 rule holds, and the 4 metrics that matter.
Dark funnel: the decisive part of the buying journey attribution cannot see
What the dark funnel is: referrals, communities, podcasts and dark social. Why last-click attribution lies systematically, and how to measure it.
Behavioural science in marketing: between Kahneman and practice
System 1 and 2, anchoring, social proof, defaults and loss aversion in pricing and e-commerce, plus what survived the replication crisis.
Loop marketing: HubSpot buried the funnel. What comes next?
At INBOUND 2025 HubSpot declared the funnel dead and introduced Loop marketing: Express, Tailor, Amplify, Evolve. What it really says.
What honestly annoys me about marketing (and what to do about it)
A personal, mildly venomous manifesto on what grates in marketing: benchmarking instead of differentiation, data as an alibi, AI that accelerates mediocrity.
GEO & AI
5 articlesThe most popular AI tools of 2026, by category
50+ tools that actually matter, by category: assistants, images, video, UGC ads, voice, design, build. And one uncomfortable truth at the end.
ChatGPT Ads are live: how to advertise before your competitors
The full guide: real advertiser CPCs, a ninety-day case study, five measurement mistakes that surface on the invoice, and the features the platform still lacks. With data straight from OpenAI.
How to get into ChatGPT's answers: a practical GEO guide
What GEO (generative engine optimization) is and how to get a company into the answers of ChatGPT, Perplexity and Google AI Overviews.
AI agents in marketing: what genuinely works in 2026
Agentic AI in marketing without the hype: what genuinely works (research, content, signals, reporting), why AI SDRs hit a wall, and what MCP means.
What happened in AI over the past year, and what it means for marketers
Five AI events of 2025 to 2026 that change marketing: AI search (AI Overviews, ChatGPT, Perplexity), new models, autopilot in ad platforms, MCP and the AI Act.
Marketing by industry
4 articlesHow to market a real estate development project
Selling flats, leasing to an investor and placemaking a whole district are three different disciplines. Brokerage law, mandatory energy labels, and why building permits hit a 26-year low.
How to market a law firm
What the Czech Bar's ethical code actually allows, why reviews now outweigh referrals, and how Chambers and Legal 500 really work.
How to market a crypto project in 2026
MiCA, the CNB license, community over reach, and why "just airdrop it" fails. From programmatic to affiliate to the grey zone of paid ads.
B2G marketing: how to build trust when the customer is the state
What B2G marketing is: how public sector buying works, tenders and procurement law, the role of references, thought leadership and public affairs.