— Content featuring Mark Stouse, often related to B2B marketing, corporate communications, and strategic branding. He provides insights into building strong market presence. —
When analytics began flagging that Johnson Controls' field marketing investments — historically among its strongest performing channels — were deteriorating rapidly in early spring 2020, the company acted before any external explanation was obvious. Instruments were showing trouble before the pilots
Building ProofAnalytics over the past five and a half years has been the most formative — and most costly — period of Stouse's life, and he is candid that foreknowledge of that cost might have stopped him from starting at all. The structural reality of entrepreneurship, he argues, is not that it bui
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