Marketing is Broken.
Something interesting has happened over the past few years: average marketers suddenly look exceptional on paper. Decks are sharper, plans are longer, and strategies read as if they came from a top-tier consulting firm. Even marketing agencies are in on it—showing off their shiny new “AI-powered” tools and asking you for more money to pay for them.
So, what’s wrong with better and more efficient intelligence, tools, and workflows? Nothing, if the numbers lift accordingly. In the era of LLMs and agentic AI, however, too many marketers can’t actually execute what they’ve proposed. Some can’t even explain it.
And customers? They’re confused, too, because they’re reading pie-in-the-sky content, product, and ad copy written with an overabundance of contrast framing and em-dashes. “Here’s the uncomfortable truth: it’s not that—it’s this, disguised as the other.”
Make it stop!
AI slop isn’t the only thing driving this mess. The basic principles of marketing have eroded over the years, even though they matter more than ever. Everything is an “experiment,” so nothing is consistent. Politics and “me too!” positioning have replaced what people actually want: exceptional products and services, backed by social proof that they deliver on their promises, and a great customer experience.
The Fixing Marketing newsletter exists for leaders who want to use the shiny new stuff, but can’t ignore the P&L or customers’ wants and needs. After 30 years of hands-on building, leading, and fixing marketing teams in companies and agencies of all sizes, I know how to fix yours.
Marketing should be understandable, measurable, and economically rational. The work to get there isn’t all that fun, but it's necessary: cut through the theater, figure out who actually knows what they’re doing, focus on the customer, and decide what to cut, keep, and double down on. Pipeline, revenue, and profit. Those are your KPIs for marketing success. Not clicks. Not likes. Not even engagement. Sure, those things help you get there, but interactions mean nothing if they don’t ultimately end with a transaction.
Who This Is For
Founders and CEOs who are tired of approving smart-sounding plans that never show up in the numbers.
CMOs and Heads of Marketing who are skeptical of AI-polished decks and want operators, not prompt jockeys.
Senior marketers who care more about pipeline, revenue, and profit than buzzwords and busywork.
If your team suddenly sounds a lot smarter than they can execute, this is for you.
