Notes from Salesforce's AIforce World Tour Essentials in Sydney: what an agentic enterprise is, how to pick an AI agent's first job, and why answer engines matter.
Agents take the admin, people keep the judgement
Author: gc
From Market Myths to Sales Confidence
How a perfume company turned market myths into sales confidence. Through expert interviews with MANE chemist Tania Fazzi, this project gave thousands of independent distributors credible answers, proving that trusted knowledge and human connection can transform uncertainty into stronger customer conversations.
Marketing for IT and tech: long sales, considered buyers, patient channels
Tech marketing doesn't behave like marketing into other industries. Buying committees of 6–13 stakeholders, sales cycles stretching past a year, and buyers who research independently before ever calling a vendor. Here's why content, events, and account-based marketing are the patient channels that actually win trust in IT.
Direct selling, multilevel marketing, and the line that separates them from a pyramid scheme
Direct selling and MLM are often misunderstood as pyramid schemes. This piece explains how legitimate direct selling works, how MLM compensation is structured around real product sales, and how regulators distinguish it from fraud. It also explores incentives, misuse, and why the model still remains relevant in modern economies.
Sports marketing: when passion becomes the channel
Sports marketing is about earning association with emotion already embedded in sport. Success depends on brand fit, sustained activation, and long-term commitment. Logos alone don’t work; value comes from authentic alignment with athletes, consistent engagement, and treating sponsorship as a relationship, not a media placement.
Shopper marketing: from the shelf to the digital aisle
Shopper marketing focuses on influencing purchase decisions at the point of sale, both in-store and online. It blends merchandising, behavioural insight, and retail media to win attention at the final moment of choice. With retail media and AI growth, the discipline is expanding but remains anchored in shelf-level decisions.
Working the PR side: notes from a marketer’s seat
PR is about earning third-party trust, not controlling messages. Success depends on strong journalist relationships, relevant stories, and consistency over time. The role has expanded into creators and digital media, but the core remains unchanged: credibility is built through earned coverage, not paid placement.
Working with advertising agencies: lessons from inside and outside
Great agency relationships are built long before the creative work begins. Drawing from experience on both sides of the table, this post explores why strong briefs, trust, collaboration, and understanding the agency process lead to better campaigns and better marketing outcomes.
Graphic design in the AI era: what changed and what didn’t
AI has transformed how marketers create visual content, but the foundations of good design remain unchanged. This post explores what AI tools can accelerate, where human judgement still matters, and why strong briefs, brand foundations, and creative thinking continue to separate useful design from generic output.
The Quiet Power of SMS: Why the Most Basic Channel Still Gets Read
SMS may not be the flashiest marketing channel, but it remains one of the most reliable. From alerts and reminders to consent, clean data and the rise of RCS, this post looks at why basic messaging still earns attention when timing, trust and relevance matter.