Forget version control spreadsheets and stale budgets, Jim’s take on marketing planning is about putting purpose behind every dollar. Instead of throwing darts at a board, focus on creating a blueprint that connects goals to actual business impact. For him, goals shouldn’t be handed down from the top like a royal decree but hammered out together with practitioners so they’re ambitious… but you know, grounded in reality.More
Tag Archives: agile
141: Rutger Katz: Cutting through the fluff of Lean methodology and recognizing when process gets in the way of efficiency
Rutger helps us cut through the fluff of Lean methodology in marketing and how to spot when process gets in the way of efficiency. His advice is to cut out the waste—whether in your process, your tech stack, or how you measure success. Focus on what drives conversions, keep your systems lean, and use simple structures to maintain speed without sacrificing alignment.More
133: Simon Heaton: Buffer’s Director of Growth Marketing on agile sprints, holdout testing and why a CRM or GA4 isn’t in their tech stack
Simon helps us explore Buffer’s martech journey, highlighting their shift from traditional tools to a product-led approach driven by data and server-side analytics. We unpack their use of Customer.io for automation and hold out testing, Redash for data insights, and their agile sprint model that fosters continuous innovation. Discover how Buffer’s small team thrives with efficient, data-driven strategies.More