Better questions.
Stronger decisions.
Practical thinking on AI, marketing and the systems that help a business move forward.
How to choose your first AI use case
Choose a first AI project with a practical scoring method that weighs business value, data readiness, review effort and the consequences of mistakes.
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Build an AI content workflow that produces useful work
Design an AI content workflow around expert input, original evidence, editorial review and distribution, rather than simply increasing publishing volume.
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Lead routing that creates ownership, not another notification
Design lead routing rules that assign clear owners, protect existing relationships and catch missed handoffs before good enquiries disappear into your CRM.
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Map the workflow before you automate the work
Map your business workflow before automation: identify triggers, decisions, handoffs and exceptions so the first build solves a real operational problem.
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Ecommerce catalogue architecture: help customers find the right product
Build an ecommerce catalogue around buying decisions, with clearer categories, useful filters and product relationships your team can maintain as you grow.
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Dashboard design: start with the decision, then choose the chart
Design a business dashboard around decisions, owners and useful comparisons. Keep attention on the changes your team can investigate and act on each week.
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How to evaluate an AI pilot before you scale it
Build an AI pilot evaluation that tests real work, costly errors and review time, so a promising demonstration becomes a defensible business decision.
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Connect campaign reporting to real sales progress
Connect campaign data to CRM stages with consistent tracking, clear qualification rules and reporting that distinguishes enquiries from genuine sales progress.
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Sales pipeline stages should describe buying progress
Build clearer sales pipeline stages with evidence, exit criteria and useful next steps so your CRM reflects buyer progress rather than internal activity.
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When integrations fail: design recovery before launch
Plan integration failure recovery with safe retries, clear exception queues and replay rules so one failed connection does not become duplicated business work.
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Website migration SEO: protect the journeys that already work
Plan a website migration around existing URLs, valuable content and customer journeys. Use a practical checklist for redirects, launch checks and monitoring.
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A metric dictionary: stop debating what the numbers mean
Create a practical metric dictionary for leads, sales and revenue. Agree definitions, ownership and change rules before building your next dashboard.
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Is your business knowledge ready for an AI assistant?
Prepare business knowledge for retrieval-based AI with clear document ownership, permissions, version control and tests for missing or conflicting answers.
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Keep your brand voice consistent when AI joins the team
Create practical brand voice rules for AI-assisted marketing, with approved examples, claim boundaries and reviews that preserve clarity across channels.
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CRM migration readiness: what to fix before the import
Prepare a CRM migration with clear field ownership, reliable identifiers, tested relationships and a realistic cutover plan before moving business records.
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Client onboarding automation: make the handover complete
Build a client onboarding workflow that transfers scope, responsibilities and next steps from sales to delivery without relying on scattered email threads.
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Service pages that generate better enquiries
Turn service pages into useful buying guides with clear scope, credible proof, practical next steps and forms that give your team the context to respond.
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Marketing attribution: useful evidence without false certainty
Understand what marketing attribution can and cannot explain. Combine channel reports, CRM context and experiments before reallocating your budget.
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Design human review that actually improves AI workflows
Build human review around meaningful decisions, clear escalation rules and useful evidence, rather than adding an approval button to every AI output.
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A practical system for local, multichannel campaigns
Coordinate local campaigns with shared assets, location-specific facts and a clear approval process across websites, email, social and Business Profiles.
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Sales follow-up automation with human control
Design sales follow-up automation that remembers context, stops at the right moment and gives people control over the conversations that matter to buyers.
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Native integration or custom automation: how to choose
Compare native integrations, automation platforms and custom development by workflow fit, recovery needs and ownership rather than the size of the demo.
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Checkout friction: find the uncertainty before redesigning the form
Audit checkout friction from basket to confirmation. Find unclear costs, delivery questions and recovery gaps before investing in a complete redesign.
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Data quality and reconciliation: why your dashboards disagree
Find why commercial reports disagree with a practical reconciliation process for dates, definitions, duplicates and missing records across your systems.
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From AI pilot to everyday business operations
Move an AI pilot into daily operations with clear ownership, monitoring, change control and fallback routes before expanding its reach or permissions.
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Test creative hypotheses, not endless variations
Design creative tests around a clear customer hypothesis, meaningful outcomes and controlled changes, so AI-generated variations produce useful learning.
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CRM data quality: five rules your sales team can maintain
Improve CRM data quality with practical rules for ownership, duplicate records, essential fields and regular review that your sales team can sustain.
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Automation after launch: ownership, monitoring and change
Keep business automation dependable after launch with named owners, meaningful monitoring, recovery guidance and a review process for changing workflows.
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Accessible customer journeys: make the next step easier to complete
Build more usable customer journeys with clear structure, keyboard access and recoverable forms. A practical accessibility review for commercial websites.
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The weekly commercial review: turn reporting into next actions
Run a focused weekly commercial review that connects demand, sales and delivery. Use clear exceptions, named owners and a short record of decisions.
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Big ambition.
A clear next step.
A better workflow. A stronger customer journey. An idea ready to become real. Tell us where you want to go.