Articles

Weekend reads

Reports, opinions, and the odd thing we probably shouldn't have published. Research from the rooms we run, plus what we've learned building AI agents for marketing teams who don't have time for the theory.

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November 03
/
7 min read

Before you buy more leads, count the ones you left open

Channels
Marketing advice
October 09
/
5 min read

Why marketing leaders must play the long game

Written by Sandra Moore, a Passionfruit Partner. You can follow her journey on LinkedIn.

Marketing advice
October 06
/
7 min read

The CMO Census: Sandra Moore on brands, bravery and betting on yourself

Sandra Moore on moving between automotive, CPG and sport, building brand clarity from the inside out, and why the smartest marketers ask "who is this brand, really?"

Leadership
October 02
/
4 min read

Build or buy? Buy, and here's why.

Marketers don't need to be AI engineers. They need to be AI-willing — and let a team designed for nothing else do the building.

AI
September 30
/
3 min read

CMOs are the least AI-fluent leaders in the company. Here's the fix.

You can't out-delegate a fluency gap. You can only close it.

Leadership
September 28
/
3 min read

Agentic marketing, explained: What changes when your campaigns run themselves

The difference between automation and agency is the difference between a checklist and a chief of staff.

AI
September 26
/
4 min read

How to turn email marketing into a revenue engine, not a broadcast channel

Your segments aren’t underperforming. They’re underowned.

Channels
September 24
/
3 min read

AI in marketing is overhyped at the strategy layer and underused at the execution layer

Everyone's talking about AI strategy. Almost nobody's letting AI actually do the work.

AI
September 22
/
3 min read

Reporting is where agentic AI will prove itself first. Here's why.

The unglamorous work is where trust gets built. Start there.

Channels