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Insights

The decisions that cost
businesses most.

Marketing strategy, team structure, and hiring. Written by Amy de Groot, founder of The Brand Aid.

AI and Marketing  ·  6 min read

What AI Will and Won't Replace in Your Marketing Team

AI scales what's already there. Make sure what's there is worth scaling.

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Team Structure  ·  7 min read

The 3 Marketing Roles Every $5M to $20M Business Actually Needs

Most businesses have the wrong ones. Here's what the right configuration looks like.

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Strategy  ·  8 min read

What WWE, Sony, and a Melbourne Dental Group Have in Common

The principles don't change with scale. The cost of getting them wrong does.

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Hiring  ·  7 min read

The Real Cost of a Bad Marketing Hire

$360,000 and up. Here's the full calculation most businesses never do.

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