Hybrency

A platform focused on closing the strategy execution gap in the sales/marketing/growth/demand/revenue ops...[whatever you want to call it] function.  

Removing roadblocks and de-risking sales and marketing-related expenditure.

To create a dependable way for firms to achieve their goals.

The platform joins the phases of strategic planning, tactical execution and measurement into a circular system.

Leveraging scientific laws of sales & marketing, and then using feedback loops to optimize growth over time. Pointing teams in the right direction while avoiding common pitfalls automatically.

Allowing for the creation of a continuous, self-optimizing growth loop at scale.

Built upon hybrid service delivery infrastructure. Brands can quickly create their own high-performance teams. Full-time staff can be blended with world-class external expertise without experiencing the usual trade-offs

The platform is sector agnostic and works well in both product and service contexts, but focused primarily on the services sector for the time being.

Founder

Various

Advisory to various privately-owned company executives via a formalized, independent advisory board structure

Board Advisor

Champagne Strategy Podcast

Not suitable for junior professionals or bureaucrats.

Host of the Champagne Strategy show where we deconstruct world-class strategy, growth, marketing and the latest tech, with a sprinkling of Champagne.

We uncover modest achievers and perhaps the less famous but more interesting people of the business world. People who often keep a low profile and are hard to coax into an interview. 

They aren't the vapid self-promoter types you see on the speaking circuits, or constantly in the press. They are too busy doing great work.

Learn from their practical, wisdom and escape the world of business misinformation

Listen to an episode if you dare, but be warned, there's no going back.

Host

Australian Podcast Awards

Judging a selection of entries as part of the Australian Podcast Awards

Judge

Proptech Association Australia

Judge for entries in the Proptech Australia awards 2023

Awards Judge

Champagne Society

A passion for tasting Champagne and posting on Instagram became something bigger

Sommelier

James Hammon & Co.

Tactical Execution Agency (growth marketing) available to select clients only.

Suitable for PE firms in the services & SaaS sectors

- growth focused
- media agnostic
- creative production
- operational systems and tech-stacks
- media buying
- campaign management & optimization
- marketing asset management
- much more which could be answered in a short phone call

Director

BuildZoom

PRODUCT - 10 million page contractor sourcing marketplace in the US

TOOLKIT - Demand gen via SEO, SEM, display, social, content optimization, attribution modeling, tracking & tagging, inventory level remarketing, audience management, customer profiling & segmentation. 

RESULTS -  With no vendor support, achieved record GMV and sales in just 3 months during what is typically the quietest period of the year. SEM conversion rate doubled. Unit Economics dashboard

Growth Manager

SearchX

BDM for web development and application projects, SEO, PPC

Digital Strategist

SEO and PPC campaign/account management
BDM and sales
Client facing role

Campaign Manager

Great commercial strategy allows everyone to hit their targets and reduces stress. But it's not a planning doc and more than just product, sales or marketing. Follow for platitude-free brain energy.

If you're a senior leader responsible for high-value outcomes like customer acquisition, market share, revenue, profit, equity etc, read on

Commercial strategy involves 3 steps that are far harder than they appear
1 - Crafting product offerings
2 - Marketing and selling them successfully 
3 - Selling more at higher margins

It's extremely cross-functional yet:

Marketers will say the secret is brand, creative design & advertising 

Product/engineering will argue it's products that sell themselves

Finance will want to cut M&S, raise prices and ask about ROI

Sales will want more/better leads

Digital will want a new website or martech and more people posting on social

And they're all right - sometimes

Which is the problem. Because. choices will be full of tradeoffs, pitfalls and complexity.

Many are tempted to buy the latest tech, hire the hottest agency or buy into the pitch from a buzzword-fluent consultant.

But what you often need is just a tailored strategy that includes execution. 

My brand of independent advisory helps leaders slice through all the noise and misinformation - and sets up teams for success. 

We'll help craft your company's secret recipe and perfect this dish over time until it's something people buy, tell others about and come back for more. 

But forget 90's-era consulting full of clunky projects, models, decks & spreadsheets. 

This is modern, lean and mean strategy designed for implementation and focused on outcomes.

It works because I've combined the best parts of my expertise in:
- the classical marketing world (advertising agency experience)
- digital media & software systems (ran my own agency for 8 years)
- the Silicon Valley growth process (Growth Manager for startup in San Francisco)
- Business strategy (5yrs of applied consulting & advisory)

Connect via personalized DM, but if you want to pitch, just be specific and brief

I'm hired as a: Consultant, Advisor, Advisory Board Member/Chaair, Interim/fractional Chief Marketing Officer (CMO), Chief Growth Officer (CGO), Chief Revenue Officer (CRO) etc.

Budget
Consulting/Advisory/Workshops/Speaking ~ POA ($5k+)

Sans budget 
(see link in bio)
Newsletter $0
Champagne Strategy podcast $0
Hybrency YouTube clips $0
Follow on social $0

Solving business problems together - priceless

John James

A snippet from a recent virtual event explores the 4 growth/GTM eras: from traditional media reliance to the digital boom, privacy disruption and the new AI era (2022+). 

Matthew Daniell and I recently explored the topic of 'Marketing Effectiveness' in part 2 of a 3-part series which you can now catch up on via YT. 

I feel so much has changed in just the past 2 years let alone the last 10 since digital media peaked. And I still see job descriptions on my feed here every day which read like they were written in a bygone era (typically lagging a decade behind reality). Positions that are doomed to fail from the beginning.

Noticing the same? Interested to hear your stories below. 

And if you to know the secret to growth in the new post-AI era? Have a listen and get in touch.

Commercial Strategy for Services & Tech - Champagne Aficionado

Tis the season to be jolly, but also feeds flooded with 2026 predictions. Here's something to remind you to take them all with a heavy grain of salt. 

We can all laugh at this one, but it's pretty hard to predict the future. On the flipside, there's some predictions which have turned out exact.

I'm reminded of Scott Galloway's NYU speech where he forsees the downfall of traditional ad agency networks. Go and watch it now - it's called 'The death of the advertising industrial complex' 

He was ridiculed by many people in the industry at the time because he said something that threatened dogma, jobs and many people's belief systems. But he wasn't wrong. Just early - 9 years early. Because you'll notice advertising holding co's are rapidly crumbling as we speak. 

Got another eerily accurate prediction example you can think of?
Or one that's as hilarious as this Gartner example? 

I'm keen to hear it below.

This is an on-point list for anyone interested in the commercial returns side of digital marketing. But Rachel Kennedy is also correct in the comments

One of the few people Zuckerberg says was critical to building Meta…
Just wrote the book on digital marketing.

It's called Click Here by Alex Schultz.
15 insights that stood out to me:

1. Don't use a microscope for measurement
"If you need a data scientist and a microscope to determine if your marketing had an impact, well then, it didn’t."

2. Performance Marketing doesn't exist 
"There is no such thing as ‘performance marketing’. All marketing performs."

3. Scrutinise your MMM
"You should use models, but I believe you should only use them when you have run the experiment first, and then you must periodically back-test to make sure the result is still valid"

4. Agency partners are critical 
"I would be nowhere without my agency partners."

5. Pick an agency on results not awards
"My number one sign to look for in a creative agency is that they focus on their results over their awards."

6. Put incrementality above all else
"Remember, incrementality is everything, so you must always ask how that applies at any given stage of conversion."

7. Experiments are essential
"You cannot do incrementality without experimentation."

8. Marginal ROI drives huge yields
"There is huge yield to simple budget allocation decisions based on marginal ROI, not just looking at the averages."

9. Measurement has limits
"No measurement is perfect, and many crucial outcomes can’t be measured at all."

10. Be explicit with AI
"Anything you can do to teach the systems you are buying from what you are looking for will get you better results".

11. Ask your finance team for help
"This is helpful because the finance team is experienced and smart, and they often come up with good ideas that make us better."

12. Get the CFO to believe 
"A top-level goal of mine for the past twenty years across Meta and eBay has been that the CFO believes the measurement I perform."

13. We sell or else
"Steve Harrison’s 'Can’t Sell Won’t Sell' is a compelling read if you want to be challenged about the industry by someone willing to swim against the tide."

14. This is the right question to always ask
"Did anything happen because I ran my ad?"

15. How marketing works doesn't change
"Tools evolve, but principles are timeless."

The book is a comprehensive look inside the mind of someone who shaped modern digital marketing.

Australia just passed the 50% ratio where over half of energy comes from renewable sources. 50.1% to be exact. But the cost column is the most interesting. 

Note: some renewables require more expensive storage and release infrastructure which means direct comparisons are messy to make irl but still interesting all the same. 

Nice graph and article from Michael West

3 things the AI-era has enabled (and valuable) which weren't possible just a few years ago. What would you add?

1 - Synthetic company spokesperson

Not only are most employees unwilling to get on camera but spokespeople suffered from key person risk. Creating a financial, functional and political issue. Plus, they aged over time. 

Creating a synthetic spokesperson who never ages, doesn't take a salary, doesn't try to leverage fame for gains elsewhere, and can embody your brand without ever introducing reputational risk, in any form...

that just makes so much sense. 

2 - In-house agencies. 

There is no functional reason to outsource anything to external agencies these days. Politically, there still is. And financially, legally, there can be. But technically, no team needs to get a third party to produce any collateral, buy media and ship anything. 

Of course this is relatively new and many firms  are yet to embrace this new paradigm, but in-housing actually enables you to move much faster and more accurately. Which will increasingly be THE only source of marketing CA. 

Third party vendors just expose you to the downsides of the Principal Agent problem. 

3 - Middle management administration. 

Just helped run a Microsoft AI webinar and the things that you can do to completely automate away all the daily admin is just insane. 

There really is no functional need to EAs, PAs, team managers and middle managers anymore. Daily email inbox management, task management, team collaboration/comms, and reporting can all be heavily automated.

Meaning in the future there will only be directors setting strategy (what needs to be done and how) and executors (people doing the work). Everyone in the middle will increasingly be caught in the squeeze space. 

Which really changes former political dynamics whereby execution-level employees were traditionally viewed and treated as lower in the power hierarchy. 

Expect to pay a lot more for skilled executors in the future.  

And a lot less for hands-off managers who never get there hands dirty. 

What did I miss?

We are Crank

Co-founder of Crank (wearecrank.com), we help businesses get more quality customers.
Accelerate growth using data to drive decisions that create better engagement and revenue for B2B lead generation and ecommerce businesses. 
We also use your data to inform Business Strategy, new Business Models, Go to market plans, Audience Segmentation,  Multi-channel Budgeting and Forecasting, Team structures and Agile Marketing techniques, customer experience heuristics, benchmarking and competitor analysis to tell the truth and help define an agile roadmap.
We'd love to chat with you if you're a business or agency which is struggling to grow or create demand and want better clarity on ROAS or ROI.
Get in touch here on Linkedin (set up a call).

Co-Founder

Building Agile Business

I'm the co-author of 'Building the Agile Business Through Digital Transformation'. Sold more than 7000 copies.
Fundamentally it's not just about digital transformation, it's about building long-term business agility! 
There is plenty of material that focuses on the 'why' of digital transformation but very few that set out the 'how'. That's what the book is about.
If you're interested in finding out more, you can read more here: 
https://startsmallscalefast.com/

More about me: https://www.amazon.co.uk/-/e/B06XPP332Z

Or purchase Kindle or paperback here:
Amazon.com https://www.amazon.com/Building-Business-through-Digital-Transformation/dp/0749480394/
Amazon.co.uk https://www.amazon.co.uk/dp/B06XWDX5BX/

Here's what a few industry leaders have said already...

Ben Malbon
Senior Director, Google
“Reads like a field guide for digital transformation.

Scott Brinker
Respected entrepreneurial executive Co-founder & CTO of ion interactive; Editor of chiefmartec.com
"A must-read for modern leadership.”

Marco Ryan
Chief Digital Officer & Exec Vice President
“This is the definitive “How To” guide for an organisation going though Digital Transformation”

Gerd Leonhard
Respected top-rated futurist, Author, Keynote Speaker, and CEO The Futures Agency
“Read this book to not just innovate but to transform your business!”

Faris Yakob
Award winning strategist, creative, public speaker
“It’s the handbook you need to help you create company you always wished you worked at”

Sean Cornwell
Chief Digital Officer
“A toolkit to build on no matter where you sit in an organisation or the stage of change you’re at”

Bruce Daisley
VP, EMEA, Twitter
“Finally, a definitive manual for any business to ready themselves to handle digital transformation”

Ashley Friedlein
Founder, Econsultancy
“A lot has been written about various aspects of ‘agile’ but nowhere else have I seen the thinking and practice brought to light so intelligently and comprehensively as here.”

Author

The Digital Transformation People

Providing a focus on business and product/service strategy through regular sessions with the board. 

The Digital Transformation people's purpose is to provide the platform where you, the digital transformation people, come to share, learn and connect.
By curating news, views and expert opinion on all aspects of digital disruption they seek to provide you with the knowledge, information and connections that you will need to make your digital transformation a success.
By inviting suppliers and consultants to showcase their expertise they hope to introduce you to the products and services that you’ll find most valuable.
And for Authors and contributors, their mission is to enable you to work together to amplify your message and to reach a larger audience as we all work together to play a part in the formation of this new digital era.

Advisor and Non-Exec

Econsultancy.com

I was employee number two, with a focus on growth. we specialised in Digital Marketing and E-commerce know how through subscription to content events and learning growing to 75 staff across three continents - we drove Digital Transformation before anyone new what it was - advising leading global organisations, and delivering, amongst other things; Strategy, Competency and capability frameworks, Optimal team structures for your business goals, Skills and capabilities assessments, Recommended job roles and job descriptions, Benchmarking. https://econsultancy.com/

Exec VP, EMEA & APAC

4Ps Marketing

I worked with Matt and Chris the founders of 4Ps for over 5 years, helping them deliver 33 consecutive quarters of growth. Providing a focus on business and product/service strategy, regular sessions with the board, setting up a management team, as well as mentoring some of the smartest young minds i've come across in a digital marketing agency. They grew the company into what is still a top 10 Search marketing agency, winning award after award and industry recognition.

Advisor Consultant Mentor and Non-Exec

Peter Abraham (consulting)

Shortly after the digital bubble burst I was a gun for hire for a year providing strategic advice on digital for those that were still interested.

Online Marketing Consultant

Havas Helia

EHS BRANN before it was renamed EHS 4D and more recently Havas Helia.
Responsible for strategy/delivery of all digital projects, marketing and web/e-commerce

Digital Services Director

Real Time Studio, one of the first digital agencies in the UK,  before it merged with EHS Brann and was later renamed EHS 4D and more recently Havas Helia. 
Responsible for digital services and delivery across both print and digital/web projects, including client liaison and running satellite studio operations.

Back in the day at Real Time Studio we did stuff like this: https://www.campaignlive.co.uk/article/real-time-appointed-run-diesel-site/40625

Co-founder, Author, Practitioner - Business Agility, Digital Marketing & Digital Transformation, Consultant, Strategist, M&A PE advisor

In business it’s often the same issues; Lack of time (focus actually), Lack of resource (right teams and mindset), Lack of budget (get more, use effectively). 
🔑 Understanding WHICH QUESTIONS TO ASK and WHAT LEVERS TO PULL.

🔍  𝗔𝗕𝗢𝗨𝗧
- based 🇬🇧 20+ years ‘digital’ experience in Digital Marketing & Digital Transformation, another 15 years prior in creative agency industry - very good understanding of digital and commerce. 
- Co-founder of weareCrank, Do more with data, analysis and digital channels - B2B Lead Generation and Ecommerce sales to grow your business 
- Non Exec & Advisor, TheDigitalTransformationPeople.com
- Worked in businesses from startup to exit, as well as working globally with large multi-nationals helping them better understand optimisation of digital channels, disruption, navigate digital transformation. worked with many large brands to help them build Centres of Excellence in Marketing and what to in-source out-source incl their team structures. 
- occasionally write here too: https://medium.com/@peterjabraham

📞  𝗖𝗢𝗡𝗧𝗔𝗖𝗧
peter@wearecrank.com +44 20 3302 0807 - Leave a message I will respond.

📚  𝗠𝗬 𝗕𝗢𝗢𝗞𝗦 
𝘽𝙪𝙞𝙡𝙙𝙞𝙣𝙜 𝙩𝙝𝙚 𝘼𝙜𝙞𝙡𝙚 𝘽𝙪𝙨𝙞𝙣𝙚𝙨𝙨 𝙏𝙝𝙧𝙤𝙪𝙜𝙝 𝘿𝙞𝙜𝙞𝙩𝙖𝙡 𝙏𝙧𝙖𝙣𝙨𝙛𝙤𝙧𝙢𝙖𝙩𝙞𝙤𝙣 - distillation of experiences gained since 2009 helping business navigate digital transformation. it includes models, frameworks, valuable insights, real world examples. 1st edition:  https://amzn.to/2JUd3Oj 2nd edition: https://amzn.to/3nUAzlH
𝙔𝙤𝙪𝙧 𝙉𝙪𝙢𝙗𝙚𝙧’𝙨 𝙐𝙥! - Get a grip on Data and Measurement - download sample - https://wearecrank.com/your-numbers-up-book/

🚀  𝗦𝗘𝗥𝗩𝗜𝗖𝗘𝗦
- Lead Generation for B2B - Linkedin, facebook, premium publishers
- Need help with better understanding business agility (not just transformation)? ask me.
- Drive business growth through the intersection of Data and AI, UX and Channel optimisation (lead generation, search, social, email etc)
- Use data to inform decision making - marketing, ecommerce, content, org culture and teams 
- Benchmarketing marketing effectiveness using your own data (see our book Your Number's Up!)
- Forecasting and Budgeting marketing spend (50% don’t btw and see the research we wrote on that)
- How you build an agile business, not just tech but true agility, capability, competency, behaviour, channel mastery (see my book Building the Agile Business)

🎓  𝗟𝗘𝗔𝗥𝗡𝗜𝗡𝗚
Have a Pluralsight account? Check out my course on **Change-ready culture**
https://app.pluralsight.com/library/courses/fostering-change-ready-culture

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Peter Abraham

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Likes

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