https://www.marketingupgrade.pro Interim CMO practice of Joris van Huet. Marketing systems, MarTech and AI native go to market. en-NL Mon, 28 Sep 2026 17:23:57 GMT https://www.marketingupgrade.pro/blog/how-to-set-up-marketing-intelligence-agent https://www.marketingupgrade.pro/blog/how-to-set-up-marketing-intelligence-agent Mon, 28 Sep 2026 00:00:00 GMT A marketing intelligence agent reads your marketing data, flags what changed against normal, explains why with the numbers, and proposes what to do. The setup in seven steps. Agentic Marketing https://www.marketingupgrade.pro/blog/how-to-build-brand-agent-marketing-team https://www.marketingupgrade.pro/blog/how-to-build-brand-agent-marketing-team Mon, 28 Sep 2026 00:00:00 GMT A brand agent drafts on-brand copy and reviews everything before it ships, citing only approved facts. How to build one in six steps, with the instruction skeleton. Agentic Marketing https://www.marketingupgrade.pro/blog/wishlist-conversion-strategy-10k-to-100k https://www.marketingupgrade.pro/blog/wishlist-conversion-strategy-10k-to-100k Mon, 22 Jun 2026 00:00:00 GMT Wishlist Conversion Strategy: From 10K to 100K. Indie Game marketing insights from a 15-year interim CMO with engagements at ING, P&G, Nestlé, WeTransfer, BNP Paribas, and Vinted. Indie Game Marketing https://www.marketingupgrade.pro/blog/crisis-marketing-indie-review-bombing https://www.marketingupgrade.pro/blog/crisis-marketing-indie-review-bombing Sun, 14 Jun 2026 00:00:00 GMT Crisis Marketing for Indie Games (Review Bombing, Controversy, Refunds). Indie Game marketing insights from a 15-year interim CMO with engagements at ING, P&G, Nestlé, WeTransfer, BNP Paribas, and Vinted. Indie Game Marketing https://www.marketingupgrade.pro/blog/why-indie-studios-need-cco https://www.marketingupgrade.pro/blog/why-indie-studios-need-cco Tue, 09 Jun 2026 00:00:00 GMT Why Indie Studios Need a Chief Community Officer. Indie Game marketing insights from a 15-year interim CMO with engagements at ING, P&G, Nestlé, WeTransfer, BNP Paribas, and Vinted. Indie Game Marketing https://www.marketingupgrade.pro/blog/marketing-budget-benchmarks-indie-stage https://www.marketingupgrade.pro/blog/marketing-budget-benchmarks-indie-stage Fri, 05 Jun 2026 00:00:00 GMT Marketing Budget Benchmarks by Stage (Prototype → Launch → Live Ops). Indie Game marketing insights from a 15-year interim CMO with engagements at ING, P&G, Nestlé, WeTransfer, BNP Paribas, and Vinted. Indie Game Marketing https://www.marketingupgrade.pro/blog/marketing-early-access-vs-full-release https://www.marketingupgrade.pro/blog/marketing-early-access-vs-full-release Mon, 18 May 2026 00:00:00 GMT Marketing for Early Access vs Full Release. Indie Game marketing insights from a 15-year interim CMO with engagements at ING, P&G, Nestlé, WeTransfer, BNP Paribas, and Vinted. Indie Game Marketing https://www.marketingupgrade.pro/blog/evaluate-pr-agency-indie-game https://www.marketingupgrade.pro/blog/evaluate-pr-agency-indie-game Sat, 09 May 2026 00:00:00 GMT How to Evaluate a PR Agency for Your Indie Game. Indie Game marketing insights from a 15-year interim CMO with engagements at ING, P&G, Nestlé, WeTransfer, BNP Paribas, and Vinted. Indie Game Marketing https://www.marketingupgrade.pro/blog/agentic-ai-workflows-indie-marketing https://www.marketingupgrade.pro/blog/agentic-ai-workflows-indie-marketing Fri, 08 May 2026 00:00:00 GMT Agentic AI Workflows for Indie Game Marketing Teams. Indie Game marketing insights from a 15-year interim CMO with engagements at ING, P&G, Nestlé, WeTransfer, BNP Paribas, and Vinted. Indie Game Marketing https://www.marketingupgrade.pro/blog/building-marketing-team-15-person-studio https://www.marketingupgrade.pro/blog/building-marketing-team-15-person-studio Mon, 04 May 2026 00:00:00 GMT Building a Marketing Team for an Indie Game Studio (15 People). Indie Game marketing insights from a 15-year interim CMO with engagements at ING, P&G, Nestlé, WeTransfer, BNP Paribas, and Vinted. Indie Game Marketing https://www.marketingupgrade.pro/blog/death-paid-acquisition-indie-games https://www.marketingupgrade.pro/blog/death-paid-acquisition-indie-games Mon, 20 Apr 2026 00:00:00 GMT The Death of Paid Acquisition for Indie Games (and What Replaced It). Indie Game marketing insights from a 15-year interim CMO with engagements at ING, P&G, Nestlé, WeTransfer, BNP Paribas, and Vinted. Indie Game Marketing https://www.marketingupgrade.pro/blog/restructuring-underperforming-fintech-team https://www.marketingupgrade.pro/blog/restructuring-underperforming-fintech-team Sun, 29 Mar 2026 00:00:00 GMT Restructuring an Underperforming Fintech Marketing Team. Financial Services marketing insights from a 15-year interim CMO with engagements at ING, P&G, Nestlé, WeTransfer, BNP Paribas, and Vinted. Financial Services Marketing https://www.marketingupgrade.pro/blog/programmatic-advertising-enterprise https://www.marketingupgrade.pro/blog/programmatic-advertising-enterprise Wed, 25 Mar 2026 00:00:00 GMT In the world of enterprise marketing, programmatic advertising is often treated as a solved problem—a commoditized channel managed by junior traders or outsourced to agencies operating in a black box. This is where [agentic marketing](/blog/what-is-agentic-marketing) can provide a competitive edge. MarTech https://www.marketingupgrade.pro/blog/when-to-hire-interim-marketing-leader https://www.marketingupgrade.pro/blog/when-to-hire-interim-marketing-leader Wed, 25 Mar 2026 00:00:00 GMT In my 15+ years navigating the complex marketing landscapes of global enterprises like ING, P&G, and Nestlé, I’ve observed a recurring pattern: moments of intense transition often create leadership vacuums that can stall momentum, disrupt teams, and derail strategic objectives. These are not moments Interim CMO Leadership https://www.marketingupgrade.pro/blog/what-is-an-interim-cmo https://www.marketingupgrade.pro/blog/what-is-an-interim-cmo Fri, 20 Mar 2026 00:00:00 GMT In today's volatile economic climate, the role of marketing leadership has never been more critical—or more in flux. As enterprises navigate digital transformation, market disruption, and the constant pressure to deliver growth, a new model of executive leadership is emerging: the [interim CMO](/blo Interim CMO Leadership https://www.marketingupgrade.pro/blog/new-market-entry-marketing https://www.marketingupgrade.pro/blog/new-market-entry-marketing Wed, 18 Mar 2026 00:00:00 GMT A strategic guide to launching marketing in new territories, covering research, localization, channel selection, and measurement, based on real-world enterprise expansion experience. Enterprise Strategy https://www.marketingupgrade.pro/blog/marketing-team-coaching https://www.marketingupgrade.pro/blog/marketing-team-coaching Sun, 15 Mar 2026 00:00:00 GMT **Meta Description:** An interim leader's ultimate goal is to become unnecessary. Learn the Transfer Framework for coaching, upskilling, and knowledge transfer to build a self-sufficient marketing team that thrives long after you're gone. Enterprise Strategy https://www.marketingupgrade.pro/blog/when-to-hire-interim-cmo-fintech https://www.marketingupgrade.pro/blog/when-to-hire-interim-cmo-fintech Sun, 15 Mar 2026 00:00:00 GMT When to Hire an Interim CMO for Your Fintech. Financial Services marketing insights from a 15-year interim CMO with engagements at ING, P&G, Nestlé, WeTransfer, BNP Paribas, and Vinted. Financial Services Marketing https://www.marketingupgrade.pro/blog/performance-marketing-team-lead https://www.marketingupgrade.pro/blog/performance-marketing-team-lead Fri, 13 Mar 2026 00:00:00 GMT In the world of digital marketing, the term "performance marketing" often conjures images of individuals glued to dashboards, obsessively tweaking bids and analyzing click-through rates. While that’s a part of the picture, it’s a woefully incomplete one. The reality, especially in a large enterprise MarTech https://www.marketingupgrade.pro/blog/fintech-rebrand-when-why-how https://www.marketingupgrade.pro/blog/fintech-rebrand-when-why-how Wed, 11 Mar 2026 00:00:00 GMT The Fintech Rebrand: When, Why, and How. Financial Services marketing insights from a 15-year interim CMO with engagements at ING, P&G, Nestlé, WeTransfer, BNP Paribas, and Vinted. Financial Services Marketing https://www.marketingupgrade.pro/blog/post-merger-marketing-integration https://www.marketingupgrade.pro/blog/post-merger-marketing-integration Mon, 09 Mar 2026 00:00:00 GMT The deal is done. The champagne corks have popped, the handshakes have been exchanged, and the press releases have been sent. For the C-suite and the investment bankers, it might feel like the finish line. But for the marketing department, the real chaos is just beginning. A merger or acquisition do Interim CMO Leadership https://www.marketingupgrade.pro/blog/maternity-cover-marketing-leader https://www.marketingupgrade.pro/blog/maternity-cover-marketing-leader Fri, 06 Mar 2026 00:00:00 GMT It is a phone call that can simultaneously spark celebration and a degree of professional anxiety for any CEO or board member: your star marketing leader is expecting. While this is wonderful personal news, it presents a significant business challenge. In today's hyper-competitive and rapidly evolvi Interim CMO Leadership https://www.marketingupgrade.pro/blog/n8n-marketing-workflows https://www.marketingupgrade.pro/blog/n8n-marketing-workflows Wed, 04 Mar 2026 00:00:00 GMT As an [interim CMO](/blog/what-is-an-interim-cmo) for over 15 years at enterprises like ING, P&G, and WeTransfer, I’ve witnessed the evolution of marketing automation firsthand. We’ve moved from cumbersome, monolithic platforms to a more agile, composable approach. Yet, many organizations remain tet Agentic Marketing https://www.marketingupgrade.pro/blog/marketing-leadership-vacuum https://www.marketingupgrade.pro/blog/marketing-leadership-vacuum Mon, 02 Mar 2026 00:00:00 GMT The sudden departure of a Chief Marketing Officer can send shockwaves through an organization. It creates a marketing leadership vacuum that, if left unaddressed, can lead to strategic drift, team demotivation, and a decline in performance. I’ve seen this scenario play out in several large enterpris Enterprise Strategy https://www.marketingupgrade.pro/blog/marketing-kpis-that-matter https://www.marketingupgrade.pro/blog/marketing-kpis-that-matter Fri, 27 Feb 2026 00:00:00 GMT The digital transformation of the last two decades has armed marketers with an unprecedented amount of data. We can track every click, every impression, and every conversion. While this has opened up a world of possibilities, it has also created a new set of challenges. We are now faced with a delug Enterprise Strategy https://www.marketingupgrade.pro/blog/90-day-plan-fintech-cmo https://www.marketingupgrade.pro/blog/90-day-plan-fintech-cmo Thu, 26 Feb 2026 00:00:00 GMT The 90-Day Plan for a New Fintech CMO. Financial Services marketing insights from a 15-year interim CMO with engagements at ING, P&G, Nestlé, WeTransfer, BNP Paribas, and Vinted. Financial Services Marketing https://www.marketingupgrade.pro/blog/what-is-design-sprint https://www.marketingupgrade.pro/blog/what-is-design-sprint Mon, 23 Feb 2026 00:00:00 GMT In today's hyper-competitive landscape, the pressure on enterprise leaders to innovate is relentless. Yet, traditional corporate innovation cycles are often notoriously slow, expensive, and fraught with risk. Months, or even years, can be spent developing a new product or service, only to find it mi Innovation https://www.marketingupgrade.pro/blog/what-is-embedded-finance-marketing https://www.marketingupgrade.pro/blog/what-is-embedded-finance-marketing Sat, 21 Feb 2026 00:00:00 GMT What Is 'Embedded Finance' Marketing?. Financial Services marketing insights from a 15-year interim CMO with engagements at ING, P&G, Nestlé, WeTransfer, BNP Paribas, and Vinted. Financial Services Marketing https://www.marketingupgrade.pro/blog/smoke-testing-product-ideas https://www.marketingupgrade.pro/blog/smoke-testing-product-ideas Thu, 19 Feb 2026 00:00:00 GMT In the world of enterprise innovation, particularly within a consumer packaged goods (CPG) giant like Procter & Gamble, the stakes are astronomically high. A new product launch can involve tens of millions in research and development, manufacturing, and marketing investment before a single unit is s Innovation https://www.marketingupgrade.pro/blog/paid-media-budget-allocation https://www.marketingupgrade.pro/blog/paid-media-budget-allocation Tue, 17 Feb 2026 00:00:00 GMT Allocating a six-figure, or even seven-figure, paid media budget is one of the highest-stakes decisions a marketing leader can make. The pressure to deliver measurable returns is immense, and the complexity of the digital landscape offers endless possibilities—and pitfalls. A scattergun approach, wh MarTech https://www.marketingupgrade.pro/blog/multi-channel-marketing-strategy https://www.marketingupgrade.pro/blog/multi-channel-marketing-strategy Thu, 12 Feb 2026 00:00:00 GMT In today's hyper-fragmented digital landscape, the customer journey is not a linear path but a complex web of interactions across countless touchpoints. For enterprise organizations, the challenge is monumental: how do you orchestrate a symphony from the cacophony of paid, earned, shared, and owned MarTech https://www.marketingupgrade.pro/blog/interim-vs-fractional-cmo https://www.marketingupgrade.pro/blog/interim-vs-fractional-cmo Tue, 10 Feb 2026 00:00:00 GMT In today's dynamic business environment, the traditional model of permanent executive leadership is being challenged. As detailed in Harvard Business Review, the modern marketing role has evolved into a complex, strategic function, demanding agility and specialized expertise [1]. As a result, many e Interim CMO Leadership https://www.marketingupgrade.pro/blog/future-of-marketing-agents https://www.marketingupgrade.pro/blog/future-of-marketing-agents Thu, 05 Feb 2026 00:00:00 GMT **Meta Description:** Explore the future of agentic marketing, from autonomous campaigns and real-time personalization to agent-to-agent negotiation. Learn how AI is reshaping marketing for 2026 and beyond. Agentic Marketing https://www.marketingupgrade.pro/blog/building-first-marketing-ai-agent https://www.marketingupgrade.pro/blog/building-first-marketing-ai-agent Tue, 03 Feb 2026 00:00:00 GMT A practical guide for enterprise marketers on building their first marketing AI agent. Learn to choose a use case, select tools like n8n, Zapier, or Make, and build, test, and iterate your workflow. Agentic Marketing https://www.marketingupgrade.pro/blog/influencer-marketing-enterprise https://www.marketingupgrade.pro/blog/influencer-marketing-enterprise Fri, 30 Jan 2026 00:00:00 GMT In the enterprise marketing landscape, influencer marketing is often viewed with a degree of skepticism. For many, the term conjures images of fleeting social media trends and unboxing videos, seemingly at odds with the strategic, long-term vision of a large corporation. However, to dismiss it as a Enterprise Strategy https://www.marketingupgrade.pro/blog/marketing-leadership-coaching-after-interim https://www.marketingupgrade.pro/blog/marketing-leadership-coaching-after-interim Fri, 30 Jan 2026 00:00:00 GMT Marketing Leadership Coaching After an Interim Engagement Ends. E-commerce marketing insights from a 15-year interim CMO with engagements at ING, P&G, Nestlé, WeTransfer, BNP Paribas, and Vinted. E-commerce Marketing https://www.marketingupgrade.pro/blog/rapid-market-validation https://www.marketingupgrade.pro/blog/rapid-market-validation Mon, 26 Jan 2026 00:00:00 GMT In the world of enterprise innovation, speed is not just a virtue; it is a prerequisite for survival. The traditional, multi-year product development cycles are a relic of a bygone era. Today, the ability to rapidly validate market opportunities—to test, learn, and pivot with agility—is what separat Innovation https://www.marketingupgrade.pro/blog/marketing-attribution-enterprise https://www.marketingupgrade.pro/blog/marketing-attribution-enterprise Thu, 22 Jan 2026 00:00:00 GMT In today's data-saturated enterprise landscape, the pressure on marketing leaders to demonstrate ROI is relentless. Every euro of budget must be justified, every campaign scrutinized for its impact on the bottom line. Yet, the modern customer journey is a complex, fragmented path that winds across a MarTech https://www.marketingupgrade.pro/blog/hubspot-vs-salesforce-enterprise https://www.marketingupgrade.pro/blog/hubspot-vs-salesforce-enterprise Tue, 20 Jan 2026 00:00:00 GMT In the world of enterprise marketing, the choice of a Customer Relationship Management (CRM) platform is one of the most consequential decisions a leader can make. It’s the central nervous system of your marketing and sales operations, the bedrock of your [MarTech stack](/blog/enterprise-martech-sta MarTech https://www.marketingupgrade.pro/blog/interim-cmo-vs-agency https://www.marketingupgrade.pro/blog/interim-cmo-vs-agency Thu, 15 Jan 2026 00:00:00 GMT > In the high-stakes world of enterprise marketing, leadership gaps can be costly. When a permanent CMO departs, or a critical strategic initiative demands senior oversight, organizations face a crucial decision: bring in an [interim CMO](/blog/what-is-an-interim-cmo) or outsource to a marketing age Interim CMO Leadership https://www.marketingupgrade.pro/blog/ai-marketing-roi https://www.marketingupgrade.pro/blog/ai-marketing-roi Tue, 13 Jan 2026 00:00:00 GMT The boardroom is buzzing with talk of Artificial Intelligence. Every week, a new headline promises revolutionary impact, and as a marketing leader, you are expected to be at the forefront of this transformation. Yet, for all the excitement, a critical question often goes unanswered: how do we actual Agentic Marketing https://www.marketingupgrade.pro/blog/hiring-marketing-team-from-scratch https://www.marketingupgrade.pro/blog/hiring-marketing-team-from-scratch Sun, 11 Jan 2026 00:00:00 GMT Building a marketing department from a blank slate is one of the most challenging yet rewarding endeavors a leader can undertake. It’s a task I’ve faced multiple times throughout my career as an [interim CMO](/blog/what-is-an-interim-cmo) for enterprise-level organizations and high-growth scale-ups. Enterprise Strategy https://www.marketingupgrade.pro/blog/enterprise-content-strategy https://www.marketingupgrade.pro/blog/enterprise-content-strategy Wed, 07 Jan 2026 00:00:00 GMT In the world of enterprise marketing, content can often feel like a hydra-headed beast. Multiple teams, stakeholders, and channels all pull in different directions, resulting in a chaotic and fragmented landscape. I’ve seen this firsthand in my work with large organizations like ING and P&G, where w Enterprise Strategy https://www.marketingupgrade.pro/blog/full-pricing-interim-cmo-ecommerce https://www.marketingupgrade.pro/blog/full-pricing-interim-cmo-ecommerce Wed, 07 Jan 2026 00:00:00 GMT The Full Pricing Breakdown of an Interim CMO Engagement (E-commerce). E-commerce marketing insights from a 15-year interim CMO with engagements at ING, P&G, Nestlé, WeTransfer, BNP Paribas, and Vinted. E-commerce Marketing https://www.marketingupgrade.pro/blog/lean-startup-enterprise https://www.marketingupgrade.pro/blog/lean-startup-enterprise Sun, 04 Jan 2026 00:00:00 GMT **Meta Description:** Most enterprises adopt the rituals of Lean Startup but fail to grasp its core principles, leading to innovation theater. Learn the correct, adapted framework for driving real innovation in a corporate setting, based on 15+ years of in-the-trenches experience. Innovation https://www.marketingupgrade.pro/blog/innovation-sprint-framework https://www.marketingupgrade.pro/blog/innovation-sprint-framework Thu, 01 Jan 2026 00:00:00 GMT In today's fast-paced market, large enterprises often struggle with the pace of innovation. The very structures that ensure stability can stifle the agility needed to capitalize on new opportunities. As an [interim CMO](/blog/what-is-an-interim-cmo), I've seen this firsthand in boardrooms and with t Innovation https://www.marketingupgrade.pro/blog/ga4-enterprise-setup https://www.marketingupgrade.pro/blog/ga4-enterprise-setup Sun, 28 Dec 2025 00:00:00 GMT > **Meta Description:** A practical GA4 implementation guide for enterprise: custom dimensions, consent mode, BigQuery export, cross-domain tracking, and attribution models. MarTech https://www.marketingupgrade.pro/blog/enterprise-martech-stack-2026 https://www.marketingupgrade.pro/blog/enterprise-martech-stack-2026 Wed, 24 Dec 2025 00:00:00 GMT As an [interim CMO](/blog/what-is-an-interim-cmo) for enterprise clients, I’m often asked to audit and rebuild marketing technology stacks. The scene is almost always the same: a sprawling collection of 50, 70, or even over 100 different tools, many redundant, underutilized, or simply forgotten. Thi MarTech https://www.marketingupgrade.pro/blog/90-day-plan-ecommerce-cmo https://www.marketingupgrade.pro/blog/90-day-plan-ecommerce-cmo Wed, 24 Dec 2025 00:00:00 GMT The 90-Day Plan for a New E-commerce CMO. E-commerce marketing insights from a 15-year interim CMO with engagements at ING, P&G, Nestlé, WeTransfer, BNP Paribas, and Vinted. E-commerce Marketing https://www.marketingupgrade.pro/blog/how-to-evaluate-interim-cmo https://www.marketingupgrade.pro/blog/how-to-evaluate-interim-cmo Fri, 19 Dec 2025 00:00:00 GMT A practical framework for CEOs to evaluate and hire an elite interim CMO. Learn how to assess portfolios, check references, and ensure cultural fit. Interim CMO Leadership