The guide is written by the tire company.
- 01
Make pricing and demo paths readable by the software that now shops for buyers
Buyers increasingly send software ahead of themselves, and a pricing page that a machine cannot read loses the shortlist before a person ever arrives.
Broadcastwell
- 02
Pipeline influence is replacing leads as the marketing scoreboard
A marketing team measured on pipeline without an agreed definition of pipeline will lose every budget argument it should win.
Demand Gen Report
- 03
Regulators sue Toast over "$0" claims, hidden fees and hard cancellation
Pricing and support claims are marketing copy that regulators now read against the invoice, and the gap between the two is where the liability sits.
Federal Trade Commission
- 04
The economy grew faster in the third quarter, led by consumers
Demand that is still growing raises the cost of attention and rewards the teams that plan for strength while preparing for a turn.
Bureau of Economic Analysis
- 05
Amazon's ad growth slowed on calendar timing, not demand
Retail media budgets get moved on quarterly comparisons, and calendar shifts can make those comparisons misleading in either direction.
CNBC
Choose the destination before the advice arrives.
Across this week's news, the advantage goes to whoever defines success before someone else defines it for them: the CMO who sets the spending ceiling before the platform adviser suggests a higher one, the website that tells a buying agent its price, the team that agrees on pipeline before the budget meeting, and the company whose promises match its invoices. Good advice is everywhere now. A clear destination is still scarce.
The Guide Is Written by the Tire Company
The Michelin Guide was excellent advice written by the people who sold the tires. Ad platforms' new AI advisers are the same kind of guide, and the marketer's job is to keep a map they did not draw.
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