The Proof · Episode 5

Why most B2B companies are measuring marketing wrong

Fractional CMO Emma Blackmore tells Dan Kirby why most companies don't have a marketing problem. They have an operating system problem.

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24 June 2026 · 25 min

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What we cover

  • Leads vs pipeline: why founders are measuring the wrong number
  • Voice of the customer, and why Emma starts there before touching any tech
  • Why AI accelerates bad processes rather than fixing them
  • The attribution illusion, and why perfection is the wrong goal

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