Rewire the floor before you cut the crew.
- 01
Test whether a buyer can understand your website in a minute
Make the website easy to understand, because most B2B buyers arrive with a favorite already and give you little more than a minute to change their mind.
MarTech
- 02
Judge each creative asset on its own results, not the ad's average
Cut the creative that is not working, because Meta now shows which image, video or line of copy inside an ad is earning the result.
Social Media Today
- 03
Follow the buyer who first met you inside a chatbot
Plan the second message before buying ads in AI assistants, because those viewers can now be reached again on display and streaming TV.
Business Wire
- 04
Audit search ads that borrow someone else's authority
Check every claim of affiliation and every review you show, because the FTC is treating search ads and star ratings as evidence of deception.
Frankfurt Kurnit Klein & Selz
- 05
Plan retail media as if fewer, larger sellers will set the price
Reduce dependence on any single delivery network, because the largest retail media sellers in grocery and delivery may soon become one.
Semafor
- 06
Write down what your people know before they leave
Capture critical know-how before reshaping teams, because voluntary exits tend to take the people who hold the undocumented parts of the work.
CNBC
- 07
Buy digital growth the way a footwear maker does, with an off switch
Agree on an acceptable cost per new customer with finance first, because spending with a clear stop rule is the spending that gets approved.
The Motley Fool
Proof is the new perimeter.
Across this week's news, the advantage is moving to whoever can show their work: the website that makes its claims easy to verify, the ad report that credits each asset, the review display that would survive a regulator, and the growth budget with a stop rule finance can read. Claims are cheap now. Evidence is what buyers, platforms and regulators reward.
Rewire the Floor Before You Cut the Crew
Factories took forty years to profit from electricity because they bolted motors onto floors built for steam. Marketing teams are about to repeat the mistake, with headcount as the first casualty.
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