These are the 9 things I'd invest in to build a marketing engine that makes a startup acquirable

The three funnels I measured as I took Passport from a small startup to a $425M acquisition

In 2021, when I was at Coyote Logistics (now RXO), I commissioned a study to answer a simple question: What’s the right balance between technology and human expertise? The answer at the time was clear: 60% technology. 40% human expertise. I took that idea and applied it to marketing. My takeaway was straightforward: the best demand gen strategies are both 100% digitally driven and 100% customer-focused . That still holds up. But everything around it has changed. AI Changed the Pace. Not the...