Notes on Marketing, RevOps & Automation

Plain-language articles for Australian B2B businesses on where marketing budgets leak, how to measure what works, and how to fix it.

Leaking pipes carrying marketing money, with only a trickle reaching the bucket

Fractional Marketing Reporting RevOps

Spending on Marketing, but Not Sure What’s Actually Working?

If you run an Australian B2B company, your marketing budget is probably leaking in one of two places: ad spend pushed toward vanity clicks, or technical friction inside your CRM that lets real enquiries drop through the cracks. Here’s how I fix both, keep your pipeline accountable to revenue, and cut out agency overhead.

October 2026 · 6 min read

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A robot detective digging past flashing ad billboards to find a genuine answer

AI GEO Brand Strategy

The GEO Illusion: Why AI Recommends Products That Solve Problems, Not Marketing Budgets

Generative AI doesn’t reward high ad bids or slick copywriting. It acts as an emotionless buyer’s agent whose job is to protect the user from wasting money — and that changes what it takes to get recommended.

October 2026 · 4 min read

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A juggler on a unicycle crossing a tightrope while a bored recruiter watches

Careers Hiring

Overqualified, Under-Tolerated: The Surreal Circus of the Modern Job Hunt

If you want to experience an existential crisis without having to read Nietzsche, just go on the job market as a seasoned specialist. Here is an honest tour of what it’s actually like out there.

October 2026 · 4 min read

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A messy pile of receipts on a desk turning into neat stacks and savings

AI Everyday AI

Forget the Hype: 4 Unconventional, Everyday Ways AI Actually Saves Me Money and Headaches

The biggest returns from AI don’t come from novelty tasks. They come from applying it to mundane, everyday friction — supermarket specials, clinic menus, batch codes and skincare routines.

October 2026 · 3 min read

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A plain grey box beside a lit-up, plant-covered building surrounded by camera icons

Growth Strategy Hospitality UGC

The Death of the Featureless Box: How One Playground, BAKED and The Grounds Turned Interior Design into a Zero-CAC Acquisition Engine

Customer acquisition is usually an expensive treadmill. A handful of Sydney venues moved their marketing budgets into architecture, lighting and staging instead — and let their customers do 100% of the content distribution.

October 2026 · 5 min read

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Inside a BAKED cafe: an olive tree, pink velvet banquette and gold BAKED signage

Hospitality Case Study Brand Strategy

Flipping the Hospitality Playbook: How BAKED Sells Sugar, Flowers and Belonging Instead of Booze

Ask any veteran restaurateur where the money is made in hospitality and they’ll say the drinks menu. BAKED built a packed, day-to-night business on the exact opposite premise.

October 2026 · 5 min read

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