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Customer Research Tools: The Four Jobs, the Sample Floor, and When to Skip the Software
You have a shortlist of customer research tools and no way to tell whether it is why the research still feels thin. A platform will organize six conversations beautifully and leave you with six. What count would make any of it evidence?
Martin J.StrategyOct 28, 2026SaaS Pricing Strategy: Running a Price Change, Not Picking a Model
Your price change will be judged in the twelve weeks before you announce it, not the day you do. Which accounts renew inside the notice window, and what are your reps paid to close them? Both answers exist. Neither has been asked out loud.
Martin J.StrategyOct 28, 2026Industry Benchmarks: Telling a Real Gap From a Measurement Gap
A benchmark can be wrong without a single number in it being wrong. Which of the disclosures behind it did you check before the gap became your target? The number is still in the deck, and so is the decision it justified.
Martin J.ReportingOct 28, 2026Competitive Analysis in SEO: Four Kinds of SERP Occupant
You are the person who signs off the competitor list, so you never open the page behind it. Four of those ten domains cannot be outranked by any article. How many of this quarter's briefs point at a slot that was never available?
Martin J.SEOOct 28, 2026SEO Share of Voice: The Number Your Competitors Cannot Hide
A competitor can lose rankings for a quarter and still hold the same share of voice. The number is a ratio, and almost nobody can name its numerator. Which definition of winning got installed in your dashboard, and do you remember choosing it?
Martin J.ReportingOct 27, 2026PR Measurement: What Earned Coverage Is Actually Worth
Your coverage report survives the quarter and not the question. One sentence about how the number was built, and the page goes quiet. What would you put there instead, if the same coverage had to be priced against reach you could buy?
Martin J.ReportingOct 27, 2026Message Testing: How to Test Your Own Copy Before You Ship It
Somewhere in your drive is a headline nobody objected to, which is not the same as a headline that worked. You had a deadline, so it shipped, and the only person who read it cold was a stranger. What did that stranger understand?
Martin H.ContentOct 27, 2026Product Marketing Strategy: The 90 Days That Decide a Launch
Ninety days out, every decision about a launch is cheap. Thirty days out, most of them are already expensive, and effort was never the variable. Do you know which segment you are declining, in one sentence somebody could disagree with?
Martin H.StrategyOct 27, 2026
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