Articles & insights

Useful thinking for the work behind growth.

Practical perspectives on marketing leadership, commercial growth, and the decisions that make execution better.

• Why marketing gets harder as a business grows

  Marketing becomes harder to manage as a business grows because more people, channels, and decisions need to work together.

• Summit Strategies vs. a fractional CMO: which model fits your business?

  Summit provides dedicated senior marketing expertise for businesses that already have people executing their marketing.

• The cost of fragmented marketing is larger than the budget

  Fragmented marketing costs more than the line items on a budget because it slows decisions, weakens positioning, and makes good work harder to recognise.

• How to connect marketing activity to commercial growth

  Marketing is connected to commercial growth when activity is judged by the business outcome it is meant to influence, not by volume alone.

• Where AI belongs in a serious marketing practice

  AI is most useful in marketing when it improves the quality and speed of decisions without replacing judgement, accountability, or customer understanding.