Most CMOs are still measuring impressions. Impressions are 2014. The Condé Nast CEO just made that impossible to ignore. A year ago, Roger Lynch told his teams to plan as if search traffic is zero. This week he said it on a national broadcast and told the Financial Times that Google search is “no longer…

If your 2026 SEO line item looks like your 2025 SEO line item, you are already behind. Here is the budget-split framework we are using with 5W clients across three company stages. Most marketing budget conversations happen in late summer for the following year. That is too late. The growth curve for AI-referred traffic in…

When 5W’s tech practice was helping B2B SaaS companies fifteen years ago, the marketing math was simple. Rank on Google. Capture demo requests. Move them into a sales-qualified funnel. Nurture through email. Close. The channels were known. The attribution was imperfect but measurable. If you had a clean SEO operation and a clean paid search operation, you…