Articles
Lesson 3.1: Why volume metrics lie about growthLesson 3.2: Why customer selectivity determines how growth compoundsLesson 3.3: Seeing campaign impact across the customer lifecycleLesson 3.4: Predicting downstream revenue effectsLesson 3.5: Marketing’s real job in a predictive revenue systemLesson 3.6: Marketing segment intelligence
Course Description
This course reframes marketing as the first predictive layer of revenue rather than a volume engine. It explains why growth problems often begin with customer selectivity, how campaign impact unfolds over time, and why downstream revenue quality can be inferred early. Readers learn to see marketing signals as indicators of future churn, expansion, and margin, not just pipeline creation. Marketing becomes an intelligence function that shapes outcomes upstream.
Layer
Domain intelligence
Order
3
Status
Active
Seeing demand quality, not just volume
Marketing often optimizes for activity metrics that correlate poorly with long-term revenue. This course reframes marketing as the first predictive layer of the revenue system — responsible for shaping demand quality, not just generating volume.
We examine customer selectivity, segment response and downstream effects to understand how campaigns influence revenue months later. Rather than attributing outcomes after the fact, marketing intelligence asks what kind of revenue is being created.
Marketing becomes an intelligence function when it informs where growth is durable, not just where clicks occur.
You will learn:
- Why volume metrics mislead
- How customer selectivity starts in marketing
- What campaign forecasting really means
Lesson 6.7: Financial segment intelligence
Lesson 6.7: Financial segment intelligence
Lesson 6.5: What finance can control in the P&L - how and when
Lesson 6.5: What finance can control in the P&L - how and when
Lesson 8.4: From lifecycle segment intelligence to self-directing loops
Lesson 8.4: From lifecycle segment intelligence to self-directing loops
Lesson 11.7: How customer intelligence loops reshape retention and expansion
Lesson 11.7: How customer intelligence loops reshape retention and expansion
Lesson 12.7: How financial intelligence loops preserve optionality
Lesson 12.7: How financial intelligence loops preserve optionality
Lesson 10.7: How sales intelligence loops prevent downstream damage
Lesson 10.7: How sales intelligence loops prevent downstream damage
Lesson 9.6: How marketing intelligence loops protect lifecycle ROI
Lesson 9.6: How marketing intelligence loops protect lifecycle ROI
Article Template
Article Template
Lesson 3.6: Marketing segment intelligence
Lesson 3.6: Marketing segment intelligence
Lesson 4.6: Sales segment intelligence
Lesson 4.6: Sales segment intelligence
Lesson 5.6: Customer segment intelligence
Lesson 5.6: Customer segment intelligence
Lesson 2.6: Segment intelligence
Lesson 2.6: Segment intelligence
Lesson 3.0: Course 3 preface
Lesson 3.0: Course 3 preface
Lesson 1.6: Course 1 closing essay
Lesson 1.6: Course 1 closing essay
Lesson 1.0: Course 1 preface
Lesson 1.0: Course 1 preface
Lesson 2.0: Course 2 preface
Lesson 2.0: Course 2 preface
Lesson 8.5: Durable intelligence and leadership leverage
Lesson 8.5: Durable intelligence and leadership leverage
Lesson 8.3: Intelligence loops: how learning feeds back into decisions
Lesson 8.3: Intelligence loops: how learning feeds back into decisions
Lesson 8.2: Where intelligence is lost
Lesson 8.2: Where intelligence is lost
Lesson 8.1: Why intelligence decays
Lesson 8.1: Why intelligence decays
Lesson 13.6: Using agents as alignment infrastructure
Lesson 13.6: Using agents as alignment infrastructure
Lesson 11.6: Using agents to protect margin and optionality
Lesson 11.6: Using agents to protect margin and optionality
Lesson 10.6: Using agents to protect selectivity and focus
Lesson 10.6: Using agents to protect selectivity and focus
Lesson 12.6: Using agents to preserve financial judgment
Lesson 12.6: Using agents to preserve financial judgment
Lesson 12.0: The Modern CFO toolkit preface
Lesson 12.0: The Modern CFO toolkit preface
Lesson 6.0: Financial intelligence preface
Lesson 6.0: Financial intelligence preface
Lesson 4.0: Sales intelligence preface
Lesson 4.0: Sales intelligence preface
Lesson 5.0: Customer intelligence preface
Lesson 5.0: Customer intelligence preface
Lesson 10.3: When sales decisions become executable
Lesson 10.3: When sales decisions become executable
Lesson 16.7:
A practical starting point for leaders
Lesson 16.7:
A practical starting point for leaders
Lesson 16.5:
Control, governance and decision leverage
Lesson 16.5:
Control, governance and decision leverage
Lesson 16.4:
Why “build vs buy” is the wrong question
Lesson 16.4:
Why “build vs buy” is the wrong question
Lesson 16.3:
Agents are your workforce, not features
Lesson 16.3:
Agents are your workforce, not features
Lesson 16.6:
Why most AI strategies fail quietly
Lesson 16.6:
Why most AI strategies fail quietly
Lesson 16.1:
Why fragmentation repeats itself at every scale
Lesson 16.1:
Why fragmentation repeats itself at every scale
Lesson 15.5: From forced moves to designed paths
Lesson 15.5: From forced moves to designed paths
Lesson 15.4: From forecasts to levers
Lesson 15.4: From forecasts to levers
Lesson 15.3: Choosing how you want to grow
Lesson 15.3: Choosing how you want to grow
Lesson 15.2: Seeing the full decision surface
Lesson 15.2: Seeing the full decision surface
Lesson 15.1: Why today’s decisions are underpowered
Lesson 15.1: Why today’s decisions are underpowered
Article Template
Article Template
Article template
Article template
Lesson 14.5: What Strategic AI really means
Lesson 14.5: What Strategic AI really means
Lesson 14.4: When intelligence compounds
Lesson 14.4: When intelligence compounds
Lesson 14.3: Seeing direction instead of status
Lesson 14.3: Seeing direction instead of status
Lesson 14.2: Why prediction beats speed
Lesson 14.2: Why prediction beats speed
Lesson 14.1: From hindsight to foresight
Lesson 14.1: From hindsight to foresight
Lesson 13.5: What calm leadership looks like
Lesson 13.5: What calm leadership looks like
Lesson 13.4: Designing growth instead of chasing it
Lesson 13.4: Designing growth instead of chasing it
Lesson 13.2: Predictive steering vs reactive correction
Lesson 13.2: Predictive steering vs reactive correction
Lesson 13.1: Why reactive leadership no longer works
Lesson 13.1: Why reactive leadership no longer works
Lesson 11.5: How CS improves forecast confidence
Lesson 11.5: How CS improves forecast confidence
Lesson 11.4: Customer success as revenue protection
Lesson 11.4: Customer success as revenue protection
Lesson 11.3: Predictive churn and expansion readiness
Lesson 11.3: Predictive churn and expansion readiness
Lesson 11.2: Beyond health scores
Lesson 11.2: Beyond health scores
Lesson 11.1: Why churn is never sudden
Lesson 11.1: Why churn is never sudden
Lesson 9.5: Marketing as a revenue intelligence leader
Lesson 9.5: Marketing as a revenue intelligence leader
Lesson 9.4: From volume to predictability
Lesson 9.4: From volume to predictability
Lesson 9.3: Campaign revenue forecasting
Lesson 9.3: Campaign revenue forecasting
Lesson 9.2: Customer selectivity starts in marketing
Lesson 9.2: Customer selectivity starts in marketing
Lesson 9.1: Why marketing is accountable for revenue quality
Lesson 9.1: Why marketing is accountable for revenue quality
Lesson 10.5: The CRO’s real advantage: foresight and focus
Lesson 10.5: The CRO’s real advantage: foresight and focus
Lesson 10.4: Why selectivity beats speed in modern sales
Lesson 10.4: Why selectivity beats speed in modern sales
Lesson 10.2: Pipeline is motion, not a plan
Lesson 10.2: Pipeline is motion, not a plan
Lesson 10.1: The impossible CRO job
Lesson 10.1: The impossible CRO job
Lesson 12.4: What CFOs aggregate — and what they never should
Lesson 12.4: What CFOs aggregate — and what they never should
Lesson 12.3: When variance is a signal, not a problem to fix
Lesson 12.3: When variance is a signal, not a problem to fix
Lesson 12.2: Why CFOs manage confidence, not accuracy
Lesson 12.2: Why CFOs manage confidence, not accuracy
Lesson 12.1: The CFO as steward of optionality
Lesson 12.1: The CFO as steward of optionality
Lesson 7.4: Timely clarity and decision leverage
Lesson 7.4: Timely clarity and decision leverage
Lesson 7.3: When intelligence compounds
Lesson 7.3: When intelligence compounds
Lesson 7.2: Where truth forms: at the intersections of the revenue system
Lesson 7.2: Where truth forms: at the intersections of the revenue system
Lesson 5.5: Customer intelligence as intentional profitability
Lesson 5.5: Customer intelligence as intentional profitability
Lesson 5.4: Customer value over time
Lesson 5.4: Customer value over time
Lesson 5.3: Predicting expansion readiness
Lesson 5.3: Predicting expansion readiness
Lesson 5.2: Trajectories matter more than health scores
Lesson 5.2: Trajectories matter more than health scores
Lesson 5.1: Why churn is never sudden
Lesson 5.1: Why churn is never sudden
Lesson 3.5: Marketing’s real job in a predictive revenue system
Lesson 3.5: Marketing’s real job in a predictive revenue system
Lesson 3.4: Predicting downstream revenue effects
Lesson 3.4: Predicting downstream revenue effects
Lesson 3.3: Seeing campaign impact across the customer lifecycle
Lesson 3.3: Seeing campaign impact across the customer lifecycle
Lesson 3.2: Why customer selectivity determines how growth compounds
Lesson 3.2: Why customer selectivity determines how growth compounds
Lesson 3.1: Why volume metrics lie about growth
Lesson 3.1: Why volume metrics lie about growth
Lesson 4.5: Sales intelligence as an input to forecasting
Lesson 4.5: Sales intelligence as an input to forecasting
Lesson 4.4: Predicting revenue contribution, not bookings
Lesson 4.4: Predicting revenue contribution, not bookings
Lesson 4.3: Focusing on deals that grow — and don’t churn
Lesson 4.3: Focusing on deals that grow — and don’t churn
Lesson 4.2: Deal velocity as signal, not speed
Lesson 4.2: Deal velocity as signal, not speed
Lesson 4.1: Why pipeline volume hides risk
Lesson 4.1: Why pipeline volume hides risk
Lesson 6.6: When finance becomes predictive
Lesson 6.6: When finance becomes predictive
Lesson 6.4: Financial signals as early warnings
Lesson 6.4: Financial signals as early warnings
Lesson 6.3: Why timing matters more than precision
Lesson 6.3: Why timing matters more than precision
Lesson 6.2: Confidence, variance and uncertainty
Lesson 6.2: Confidence, variance and uncertainty
Lesson 6.1: Forecasting beyond point estimates
Lesson 6.1: Forecasting beyond point estimates
Lesson 2.5: Designing revenue instead of managing it
Lesson 2.5: Designing revenue instead of managing it
Lesson 2.3: Local optimization breaks global outcomes
Lesson 2.3: Local optimization breaks global outcomes
Lesson 2.2: Growth is configuration, not acceleration
Lesson 2.2: Growth is configuration, not acceleration
Lesson 2.1: Revenue is a system, not a funnel
Lesson 2.1: Revenue is a system, not a funnel
Lesson 1.5: Strategy without operationalization
Lesson 1.5: Strategy without operationalization
Lesson 1.4: Funnels versus lifecycles
Lesson 1.4: Funnels versus lifecycles
Lesson 1.3: The impossible jobs leaders are given
Lesson 1.3: The impossible jobs leaders are given
Lesson 1.2: When outcomes cannot be repeated deliberately
Lesson 1.2: When outcomes cannot be repeated deliberately
Lesson 1.1: The illusion of control
Lesson 1.1: The illusion of control