Catherine Mak AI in Marketing: How many businesses are getting value from it? AI in Marketing: Most Businesses Are Already Using It. Very Few Are Getting Value From It. Part 1 of 5 — AI in Marketing: From Experimentation to Commercial Advantage There is a version of the AI in m...
Catherine Mak Why is AI in marketing underdelivering for most businesses? AI Will Not Fix a Weak Marketing System. It Will Expose It. Part 3 of 5 — AI in Marketing: From Experimentation to Commercial Advantage Many conversations about AI in marketing eventually reaches the ...
Catherine Mak The CMO's AI Agenda: How much are actually spending on AI- and is it working? Investment Is Rising, But the Hard Decisions Haven't Been Made Yet From Experimentation to Commercial Advantage There is no shortage of CMO ambition around AI. The budgets are moving, the conversation...
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?...