— Posts feature Mark Stouse's expertise on business-to-business marketing strategies, effectiveness, and the evolving landscape of enterprise-level communications. —
Companies that eliminated marketing during the pandemic and then publicly celebrated the absence of any immediate revenue drop were, in effect, living on borrowed time. The structural reality is that a reasonably robust B2B marketing program carries a hangover effect — roughly a year to eighteen mon
Analytics drawn from mid-market companies show that marketing makes sales eight times more effective and five times more efficient than sales operating alone — a figure that, according to Mark Stouse, remains almost entirely unknown inside executive suites. The structural reason is that marketing is
A confrontation with then-HP CEO Mark Hurd over marketing's inability to prove its value sent Mark Stouse home one Friday to excavate old university math textbooks from his garage. A non-mathematician by training, he was searching for a defensible answer to a straightforward question: what is market
At the midpoint of a complex buying process, enterprise customers systematically disengage from a vendor's paid advertising and owned content — not from indifference, but from purpose. The analytics pattern is consistent: buyers have absorbed what the vendor claims about itself, and now they are che
In late 2019, forecasting models built by Proof Analytics began signaling that field marketing events were losing effectiveness for Johnson Controls — weeks before anyone had named the virus that would eventually shut those events down entirely. Acting on that signal, the company paid cancellation p