What we would build and why, which leads a score should send to a call, what the research found and where it fell over. Written for someone who runs a budget, buys traffic, and wants the argument rather than the summary.
Latest
3 posts. Every borrowed figure carries its publisher and its year, and anything we could not source is labelled a judgement.
20 September 2026 | 6 minute read
Every pitch for interactive content quotes a lift figure. We went looking for what sits under the three most quoted, and found a survey of opinion and a dead citation.
94% of buying groups have already ranked a preferred vendor before first contact. That does something uncomfortable to a funnel whose only job is collecting a name.
18 September 2026 | 5 minute read
A grader and a checklist cost about the same to build. One still works in two years. The difference is what the thing runs on, and it is the only axis worth choosing on.
16 September 2026 | 7 minute read
By category
A real taxonomy rather than a tag cloud. Each one maps to a body of work that exists or is being written, and to a decision that costs money to get wrong.
What to build, and what it does to your pipeline
2 posts
The number, the bands, and which leads reach a call
Intro published, first post in the queue
After the click, one traffic source at a time
Intro published, first post in the queue
Public assets, pulled apart on what they return
Intro published, first post in the queue
The Atlas, released in pieces, method attached
1 post
Your turn
Our own scorecard grades your funnel on the four things that decide whether the traffic you buy turns into pipeline. You get a band, a straight read on it, and the one thing to fix first.
Not running yet. You keep the report whatever the score says.