Rob T. Case

Your CRM is lying to you. Here is who taught it to lie.

Jul 14, 2026

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2 min read

Your CRM is lying to you. Here is who taught it to lie.

Dirty CRM data is not a data problem. It is a behaviour problem. And the behaviour was taught by leadership.

Rob T. Case

It was working. So they stopped doing it.

Jul 7, 2026

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2 min read

It was working. So they stopped doing it.

The most predictable growth mistake in B2B has nothing to do with strategy. It has to do with boredom.

Rob T. Case

They could talk about growth. That was the problem.

Jun 30, 2026

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2 min read

They could talk about growth. That was the problem.

The most common first marketing hire mistake costs six to twelve months and sometimes the company. Here is the pattern.

Rob T. Case

Before we scale this channel, we should probably align on the framework for evaluating alignment.

Jun 23, 2026

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2 min read

Before we scale this channel, we should probably align on the framework for evaluating alignment.

Someone said this in a real meeting. The campaign never launched. Here is the pattern and what it is actually costing you.

Rob T. Case

Your NPS score is a vibe. Here is what to measure instead.

Jun 16, 2026

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2 min read

Your NPS score is a vibe. Here is what to measure instead.

The most widely used customer metric in business tells you almost nothing actionable. Here is what does.

Rob T. Case

The close button in a New York elevator.

Jun 9, 2026

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2 min read

The close button in a New York elevator.

Meta's targeting system broke in 2022. Here is what the rep said, what actually happened, and where we are now.

Rob T. Case

Marketing influenced 184% of pipeline this quarter.

Jun 2, 2026

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3 min read

Marketing influenced 184% of pipeline this quarter.

A conversation that actually happened. The names are changed. The chart with 280% on it was real.

Rob T. Case

I wrote a musical about impression share. They still didn't get it.

May 26, 2026

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3 min read

I wrote a musical about impression share. They still didn't get it.

Marketing math for people who think spend is a tap. Starting with the metric that broke me.

Rob T. Case

I used to work at Google. Here's what the reps can't say out loud.

May 19, 2026

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2 min read

I used to work at Google. Here's what the reps can't say out loud.

Twenty years of Google Ads. Here is the script they run - and what to do instead.

Rob T. Case