The Cold Take

The Cold Take: BCG’s New Math Doesn’t Add Up

AI can speed up marketing measurement. It can’t replace the test.

Oct 20 • Bill Becht

How do you get a CFO to say yes to a marketing budget?

Show the odds of breaking even, not last year’s average.

Oct 20 • Bill Becht

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What does each channel actually drive?

The Cold Take. Free skill: Marketing Mix Model.

Oct 15 • Bill Becht

September 2026

Where did your revenue actually come from?

This month, The Cold Take is offering a free skill called Revenue by Channel.

Sep 24 • Bill Becht

June 2026

The BOT Model: The Highest-Leverage Way to Start a Growth Function

Build the growth engine before you hire the person to run it.

Jun 10 • Bill Becht

Jon Miller Is Half Right About Fractional CMOs

Why changing who runs marketing doesn't fix much of anything

Jun 3 • Bill Becht

May 2026

Luck Is Not a Lottery

A tribute to the man who gave me the framework.

May 27 • Bill Becht

Marketing's strange relationship with underperformance.

What we say when we miss the number. And what it might mean about us.

May 20 • Bill Becht

Welcome to The Cold Take.

What you signed up for.

May 15 • Bill Becht