Catherine Mak How to Measure Marketing ROI CFOs and CEOs Can Trust Marketing ROI: From Budget Fight to Growth Conversation Marketing ROI Shouldn't Be a Fight Marketing ROI is hard to measure. So, how do we bring CFO and CMO back onto the same side of the table and sh...
Catherine Mak How Should CEOs Measure Marketing ROI in a Non-Linear Buyer Journey? How Should CEOs Measure Marketing ROI in a Non-Linear Buyer Journey? One early finding from ZILU’s CEO–Marketing Gap Survey is clear: Hard to measure ROI is one of the biggest frustrations CEOs and fo...
Catherine Mak Fractional Marketing Leadership Is Becoming Mainstream Unlock a new model of Marketing Leadership Fractional marketing leadership is no longer a niche model. It is becoming a practical way for growing businesses to access senior marketing expertise withou...
Catherine Mak Marketing is Not the Colouring in Department. Marketing Is Not the Colouring Department But in many growing businesses, that is exactly how it gets used. The vision is set. The product is built. The proposition is agreed. The sales target is conf...
Catherine Mak Why your growth stalled What It’s Holding Your Business Back One of the most common requests we always hear -“We just need more leads.” And on the surface, it sounds logical. More leads = more customers = more growth. Except...
Catherine Mak Is Fractional Marketing Leadership a Trend, Tactic — or Structural Shift? Is Fractional Marketing Leadership a Trend, Tactic — or Structural Shift? Over the past three years, one term has quietly moved from niche to mainstream in boardrooms, recruitment conversations, and L...
Catherine Mak Marketing in 2026: The Return of Judgement, Humanity and Real Leadership Marketing in 2026: The Return of Judgement, Humanity and Real Leadership For the past few years, marketing has been dominated by one question: How fast can we scale? Automation, data, performance, too...
Catherine Mak How to Craft a Value Proposition That Actually Resonates Stop Creating problems that don't exist — Challenge the status quo, yes One of the hardest truths in marketing is this: Many companies don’t fail because their product is bad — they fail because they ...
Catherine Mak Why Sales & Marketing Aren’t a Trade-Off Why cutting marketing first is short-sighted, and what CEOs should really expect instead Every time business gets tough, the same debate re-emerges in boardrooms: “Do we prioritise sales or marketing?...
Catherine Mak How Fractional Marketing leadership is becoming a lifeline. The Rise of Fractional Marketing Why Senior Talent Is Being Cut — and What Businesses Risk Losing The pandemic reshaped the workforce, but the ripple effects are still unfolding. Today’s economic slow...
Catherine Mak Why Marketing Roles Won’t Disappear—But Mindless AI Playbooks Might A Glimpse of the Future… By 2030, AI threatens to erase up to 50% of entry-level jobs —many of which rely on repetitive, rule-bound tasks. Trends from automation across manufacturing, logistics, retai...
Catherine Mak Buying the Shiny Tool Won’t Fix the Real Problem Think what problems it solve before you get your next shinny new tool We see it all the time. A CEO signs off on the latest AI platform, CRM, or “all-in-one” MarTech suite, hoping it will finally fix ...