What's exciting you the most about the current one?

I think the current phase I'm most excited about is 2025 was a year of transition and a very clarifying year for me.

And that's when I bought out my old partner, I became the majority owner and I was really like, oh wow, okay, like I'm really in charge now.

I was the CEO before I was the COO, you know, I had positional authority, Um, but it was a very, it was a big shift for me in terms of how I was thinking about what I wanted the vision to be, how I wanted to move forward, what would be different, what would be the same.

And so one of the things that's always been important to me is I really believe that an agency is really, really what you're doing as an agency is you're matchmaking people and companies to help both those individuals and those companies grow in a way that they would not be able to do on their own.

And it really comes down to it's a people business.

And so this concept that I like to call a talent destination is about how are you putting your people first? How are you creating the conditions for their success so they can steward your customer success and that your company's success is a byproduct of that? How are you making decisions like now as a majority shareholder to actually back that up? And people will say like your values and your strategy are in your P&L.

also living life

But, yeah, tell us a bit more about the split the funnel analysis and how you use that in your work.

Yeah, absolutely.

Great place to start.

So if we take a quick step back to just add some context to the split the funnel analysis, we really believe that overall in marketing, there are things that are very easy to measure and there are things that are very hard to measure.

And that over the last several years, and we've been talking about this for a long time, that very often people will index into things that are easy to measure without looking at the full picture in terms of total impact to your inbound pipeline.

And so ultimately, the way we work with our clients, we execute a variety of strategies, again, some which are easy to measure, some which are not, but ultimately we then look at the total inbound funnel, and we look at that growth over time.

What we found in working with clients over the last seven years, that often it can be really challenging for the marketing teams that we work with to get the requisite buy-in from their leadership team, their CEO, their CRO, their board, whome- whomever it may be, in order to make some shifts in terms of how to deploy their marketing investments because they are so entrenched in whether it's last touch attribution or an outdated MQL measurement.

Where they think they're at in one stage but actually maybe they're at another.

What are you suggesting?

Yeah, so the first thing is we need to anchor in what your story is.

What is your strategic narrative? What is your differentiated positioning? A lot of companies have not realized that with the shift into the AI era, they can't assume that the position and the messaging that they've been using up until this point will remain relevant.

And so what I'm finding is a lot of people need to go through that exercise again and really understand what has changed for their buyer.

How has the AI era impacted their buyer's reality? And how does their product remain relevant in these changing conditions that their buyer is having? And because of all of these external changes that are happening, have they actually sat down and spoken to their buyers and have gotten validated input in terms of pain and benefit in terms of using their whatever product or service that they have.

And so actually running a strategic narrative exercise, running buyer research, that is the most important thing.

And especially with any type of content production out there, and with the commoditization of that with AI, the most important thing is actually what you are saying, not how you're producing the content.

And so a broad question, but how has measurement and attribution changed in your mind? And what should people be focused on? Because I know you've got a wealth of knowledge in that space too.