In this episode, we ask a deceptively simple question:
If you could reallocate 20% of your marketing budget tomorrow, where would you put it and what would you take it from?

We cover:

• Why paid search and “low-intent” spend is eating far more budget than it deserves

• Where experimentation should really live (and why most teams never protect it)

• Why content, AI search visibility, and brand building deserve more budget — even when they’re hard to measure

• Why optimizing for MQLs is still one of marketing’s favorite own goals

Time to focus on how buyers actually buy — and not what looks good in a dashboard.