Case file 01
The Missing Middle
Three organizations. Same blind spot.
Read the case →Rachel Bjerstedt / Marketing leader who builds
The Work Behind the Work
the real problem is usually underneath
Hiring Rachel? This is what you'd be getting: someone who finds the problem underneath the problem, then builds what should have been there.
I notice the thing everyone else has learned to work around.
Then I figure out why it's happening.
Then I build what the organization should have had in the first place.
Case Studies
What looked broken vs. what actually was
Six situations where the stated problem wasn't the real one. The campaigns, dashboards, funnels, and software show up inside these stories as evidence — which is the only place they mean anything.
Case file 02
Documented ≠ True
One box. Five interpretations. Technically, one sword.
Read the case →Case file 03
$5,000 Against $50,000
The industry bought leads at $150. I built them for under $10.
Read the case →Case file 04
The Build Wasn't the Problem. The Gap Was.
The consultants were competent. The requirements weren't reality.
Read the case →Case file 05
The Company That Had Never Had a CRM
"CRM" was a foreign concept. Six months later, they could see who enrolled.
Read the case →Case file 06
I Kept Seeing the Same Problems. So I Built a Diagnostic.
The problems stopped looking unrelated. So I built the instrument.
Read the case →I'm a marketing leader who builds
Fifteen years across education, B2B technology, healthcare, and cybersecurity. Strategy and hands-on execution, usually at the same time.
Revenue is a system. Most diagnoses treat it as a department.
After finding the same structural failures in unrelated organizations, I stopped treating them as coincidences and organized them: five systems, four recurring patterns, and a diagnostic built to evaluate them together.
How I think about revenue →Hiring Rachel?
I'm best in the room when the problem is messy, cross-functional, commercially important, and nobody has defined it yet.