— Featured · Measurement
The end of the MQL: how to measure B2B marketing in 2026.
Why pipeline coverage and revenue contribution are replacing the MQL — and what to do this quarter.
2026 · 01 · 148 min read
Read essay — Journal
The Journal
for European B2B.
Research, essays and field notes from the engagements we run. Long-form. No fluff.
— ABM11m
ABM is not a tactic. It's an operating model.
Most ABM programmes fail because they live in marketing alone. A field guide to fixing that.
2025 · 12 · 02
— Leadership6m
What CFOs actually want from marketing in a downturn.
Eight conversations with European CFOs about budgets, accountability, and the dashboards that survive review.
2025 · 11 · 18
— Strategy9m
Category design is harder in Europe. Here's how to win anyway.
Fragmented markets, multilingual buyers, regulated sectors — and a playbook for European challengers.
2025 · 10 · 27
— Demand7m
LinkedIn paid in 2026: what's working, what's not.
Benchmarks from €18M in ad spend across 32 B2B accounts — and the five plays we'd still pay for.
2025 · 09 · 30
— RevOps5m
Auditing your rev-tech stack without firing anyone.
A short, opinionated framework to find the duplication, drift, and dead tools in your GTM stack.
2025 · 08 · 21