71% of CMOs admit they pursue tactics they can measure more easily – not the ones that work. Attribution only captures conversions, leaving 80% of the buyer journey in the dark.

The industry's answer to the measurement problem was always the promise of more visibility into the buyer journey: more tracking, more attribution touchpoints, more data. 

But increased visibility into the journey still doesn't address the question CMOs actually need answered: 

What is the relationship between a marketing tactic X and pipeline? 

So I co-founded Boundary Analytics, a marketing analytics company that measured the strength of the relationship between every single marketing tactic and pipeline – including when the relationship was the strongest – through advanced correlation modeling and time lag analysis. 

Clients could finally connect every single one of their marketing efforts to business outcomes, plus understand how long the strongest marketing tactics would take to impact their bottom line.

I wrote the website, product narratives, sales materials, and social content, and led creative direction as the sole person owning design, copy, and production.

I also authored the State of B2B Marketing Measurement 2025 research report, resulting in podcast invitations alongside enterprise CMOs and an invitation to Databricks' Data + AI Summit.