What happens when marketing theory meets the real world in a tech startup

As a columnist for The Drum, Samuel Scott has pulled no punches on what marketers need to do to fix their promotion mix. But saying is one thing, doing another. So here's what happened when this industry commentator was given the challenge of putting his marketing theory into practice.
In January 2022, I became the head of marketing for the Israeli hybrid IT mapping software startup Faddom after the chief executive had recruited me.
Spending two years stuck at home – with the conferen