The metrics dashboard every lifecycle marketer needs
Most marketing dashboards are built to prove that work is happening, not to drive better decisions. They show…
CRM
Customer relationship management platforms and strategy
9 posts
Measuring advocacy: metrics that actually matter
Most teams use NPS as a proxy for advocacy. It isn't. Here's what to measure instead — and why it changes how you invest in your best customers.
Personalization at activation: where to start and where to stop
Personalization at activation is one of the highest-leverage moves in lifecycle marketing. It's also one of the easiest to overcomplicate into paralysis.
The true cost of a lead: a lifecycle perspective
Most acquisition teams optimise for cost per lead. Lifecycle teams know that's only the beginning of the calculation.
How AI is reshaping churn prediction (and what still doesn’t work)
AI-powered churn prediction sounds like the future. In some ways, it is. In others, it's the same old problems with a fancier label.
Organic vs paid: when lifecycle thinking changes your channel mix
Stop comparing channels by cost per lead. Start comparing them by cost per retained customer — the answer will change everything.
What a decade in lifecycle marketing taught me: a framework
After more than a decade designing customer journeys, here's the framework I keep coming back to — and the mistakes I had to make to find it.
The retention audit checklist: 12 points to diagnose silent churn
Most retention problems hide in plain sight. This 12-point checklist helps you find them before your customers leave.
The lifecycle marketer’s career path: from executor to strategist
The skills that make you a great lifecycle executor are not the same skills that make you a great lifecycle strategist. Here's how to make the transition.