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The Signal: Field Notes for Modern Marketers
Most marketing content is noise. This is The Signal. A collection of field notes, playbooks, and strategic observations from the front lines of integrated execution.
The Weekly Signal | Why The Marketing Performance Review is Broken
Most marketing performance reviews explain what happened but don't help leadership decide what to do next. Here's how to turn your QBR into a forward operating signal.
5 hours ago
The Weekly Signal | The Annual Planning Blindspot: Moving Beyond Ownership Hot Potato in Your Strategy
Discover why enterprise marketing annual plans get trapped in silos and how building cross-functional tiger teams and integrated GTM strategies drives real business growth.
Aug 4
The Enterprise Marketing Planning Playbook | 2027 Edition: How High-Performing Teams Prepare for the Year Ahead
Planning season is back. In boardrooms across enterprise organizations, leaders are staring down familiar rituals. Spreadsheets are multiplying. Budget templates are being circulated. Leadership teams are debating whether to double down on last year's channels or chase the next big shiny object. While trend reports offer a look at the horizon, the real challenge for marketing leaders is often closer to home: how to translate those trends into a disciplined, executable plan th
Jul 28
Recent Posts
The Weekly Signal
Weekly marketing signals for tactical marketing and strategic execution
The Weekly Signal | Why The Marketing Performance Review is Broken
Most marketing performance reviews explain what happened but don't help leadership decide what to do next. Here's how to turn your QBR into a forward operating signal.
JMarie
5 hours ago4 min read
The Weekly Signal | The Annual Planning Blindspot: Moving Beyond Ownership Hot Potato in Your Strategy
Discover why enterprise marketing annual plans get trapped in silos and how building cross-functional tiger teams and integrated GTM strategies drives real business growth.
JMarie
Aug 44 min read
The Weekly Signal | The Difference Between a Good Quarter and a Breakthrough One Is Timing
Timing separates good quarters from breakthrough ones. Learn the 4 signals that tell enterprise marketers when it's time to move on a GTM sprint.
JMarie
Jun 302 min read
The Weekly Signal | Why AI Agent Search Will Change the Way You Build an Integrated Marketing Strategy
Performance Marketing leaders: AI agent search is changing how customers discover brands. Move beyond traditional SEO and learn how to optimize your integrated marketing strategy for Generative Engine Optimization (GEO).
JMarie
Jun 233 min read
The Weekly Signal | Building a World Cup ‘Integrated Engine’
As the 2026 World Cup kicks off, data reveals a 'Foot Traffic Fallacy.' Learn why physical activations need an integrated marketing engine to win in a 16-city, 104-match marathon.
Penny
Jun 155 min read
The Weekly Signal | Why the 2026 World Cup is a ‘Local Market Test’ on a Global Scale
The 2026 World Cup requires a hyperlocal marketing strategy across 16 host cities. Learn how Signal & Story Collective bridges the execution gap and builds legacy systems for the 2028 Olympics.
Penny
Jun 83 min read
The Weekly Signal: The Hidden Complexities of Campaign Execution
Execution at scale is never as clean as the slide deck suggests. When you are leading high-visibility initiatives, you know that the "Integrated" part of Integrated Marketing is where the real work happens. It is not just about having a great idea. It is about moving that idea through a complex web of stakeholders, platforms, and shifting timelines without losing the original intent. We see this every day. You are likely running a sophisticated operation right now. You have t
Penny
May 264 min read
The Weekly Signal | The Death of the Marketing Blast (and the Rise of the CRM Execution Engine)
The "big marketing blast" used to be the industry standard. It was simple. You took your entire database, crafted one message, hit "send," and watched the revenue trickle in. It was a blunt instrument for a simpler time. That era is officially over. Today, the "batch and blast" approach is the most expensive way to market. It is not just that it is old-fashioned; it is structurally broken. Consumers now punish generic messaging with instant unsubscriptions, "spam" reports, an
Penny
May 195 min read
The Weekly Signal | Does Omnichannel Marketing Really Matter in 2026?
Welcome to The Weekly Signal. Here is the hot take: most omnichannel marketing is just three silos in a trench coat. Brands love saying they are everywhere. Social. Out of Home. Experiential. Digital. TVC. Great. Presence is easy. Buying tools is easy. Launching into more channels is easy. What is hard is making any of it feel connected. That is the part most teams skip. There is a fine-line between omnichannel work and noise spread across many places. Different teams. Diffe
Penny
May 121 min read
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