Hybrency

A platform focused on closing the strategy execution gap in the sales/marketing/growth/demand/revenue ops...[whatever you want to call it] function.  

Removing roadblocks and de-risking sales and marketing-related expenditure.

To create a dependable way for firms to achieve their goals.

The platform joins the phases of strategic planning, tactical execution and measurement into a circular system.

Leveraging scientific laws of sales & marketing, and then using feedback loops to optimize growth over time. Pointing teams in the right direction while avoiding common pitfalls automatically.

Allowing for the creation of a continuous, self-optimizing growth loop at scale.

Built upon hybrid service delivery infrastructure. Brands can quickly create their own high-performance teams. Full-time staff can be blended with world-class external expertise without experiencing the usual trade-offs

The platform is sector agnostic and works well in both product and service contexts, but focused primarily on the services sector for the time being.

Founder

Various

Advisory to various privately-owned company executives via a formalized, independent advisory board structure

Board Advisor

Champagne Strategy Podcast

Not suitable for junior professionals or bureaucrats.

Host of the Champagne Strategy show where we deconstruct world-class strategy, growth, marketing and the latest tech, with a sprinkling of Champagne.

We uncover modest achievers and perhaps the less famous but more interesting people of the business world. People who often keep a low profile and are hard to coax into an interview. 

They aren't the vapid self-promoter types you see on the speaking circuits, or constantly in the press. They are too busy doing great work.

Learn from their practical, wisdom and escape the world of business misinformation

Listen to an episode if you dare, but be warned, there's no going back.

Host

Australian Podcast Awards

Judging a selection of entries as part of the Australian Podcast Awards

Judge

Proptech Association Australia

Judge for entries in the Proptech Australia awards 2023

Awards Judge

Champagne Society

A passion for tasting Champagne and posting on Instagram became something bigger

Sommelier

James Hammon & Co.

Tactical Execution Agency (growth marketing) available to select clients only.

Suitable for PE firms in the services & SaaS sectors

- growth focused
- media agnostic
- creative production
- operational systems and tech-stacks
- media buying
- campaign management & optimization
- marketing asset management
- much more which could be answered in a short phone call

Director

BuildZoom

PRODUCT - 10 million page contractor sourcing marketplace in the US

TOOLKIT - Demand gen via SEO, SEM, display, social, content optimization, attribution modeling, tracking & tagging, inventory level remarketing, audience management, customer profiling & segmentation. 

RESULTS -  With no vendor support, achieved record GMV and sales in just 3 months during what is typically the quietest period of the year. SEM conversion rate doubled. Unit Economics dashboard

Growth Manager

SearchX

BDM for web development and application projects, SEO, PPC

Digital Strategist

SEO and PPC campaign/account management
BDM and sales
Client facing role

Campaign Manager

Great commercial strategy allows everyone to hit their targets and reduces stress. But it's not a planning doc and more than just product, sales or marketing. Follow for platitude-free brain energy.

If you're a senior leader responsible for high-value outcomes like customer acquisition, market share, revenue, profit, equity etc, read on

Commercial strategy involves 3 steps that are far harder than they appear
1 - Crafting product offerings
2 - Marketing and selling them successfully 
3 - Selling more at higher margins

It's extremely cross-functional yet:

Marketers will say the secret is brand, creative design & advertising 

Product/engineering will argue it's products that sell themselves

Finance will want to cut M&S, raise prices and ask about ROI

Sales will want more/better leads

Digital will want a new website or martech and more people posting on social

And they're all right - sometimes

Which is the problem. Because. choices will be full of tradeoffs, pitfalls and complexity.

Many are tempted to buy the latest tech, hire the hottest agency or buy into the pitch from a buzzword-fluent consultant.

But what you often need is just a tailored strategy that includes execution. 

My brand of independent advisory helps leaders slice through all the noise and misinformation - and sets up teams for success. 

We'll help craft your company's secret recipe and perfect this dish over time until it's something people buy, tell others about and come back for more. 

But forget 90's-era consulting full of clunky projects, models, decks & spreadsheets. 

This is modern, lean and mean strategy designed for implementation and focused on outcomes.

It works because I've combined the best parts of my expertise in:
- the classical marketing world (advertising agency experience)
- digital media & software systems (ran my own agency for 8 years)
- the Silicon Valley growth process (Growth Manager for startup in San Francisco)
- Business strategy (5yrs of applied consulting & advisory)

Connect via personalized DM, but if you want to pitch, just be specific and brief

I'm hired as a: Consultant, Advisor, Advisory Board Member/Chaair, Interim/fractional Chief Marketing Officer (CMO), Chief Growth Officer (CGO), Chief Revenue Officer (CRO) etc.

Budget
Consulting/Advisory/Workshops/Speaking ~ POA ($5k+)

Sans budget 
(see link in bio)
Newsletter $0
Champagne Strategy podcast $0
Hybrency YouTube clips $0
Follow on social $0

Solving business problems together - priceless

John James

A snippet from a recent virtual event explores the 4 growth/GTM eras: from traditional media reliance to the digital boom, privacy disruption and the new AI era (2022+). 

Matthew Daniell and I recently explored the topic of 'Marketing Effectiveness' in part 2 of a 3-part series which you can now catch up on via YT. 

I feel so much has changed in just the past 2 years let alone the last 10 since digital media peaked. And I still see job descriptions on my feed here every day which read like they were written in a bygone era (typically lagging a decade behind reality). Positions that are doomed to fail from the beginning.

Noticing the same? Interested to hear your stories below. 

And if you to know the secret to growth in the new post-AI era? Have a listen and get in touch.

Commercial Strategy for Services & Tech - Champagne Aficionado

Tis the season to be jolly, but also feeds flooded with 2026 predictions. Here's something to remind you to take them all with a heavy grain of salt. 

We can all laugh at this one, but it's pretty hard to predict the future. On the flipside, there's some predictions which have turned out exact.

I'm reminded of Scott Galloway's NYU speech where he forsees the downfall of traditional ad agency networks. Go and watch it now - it's called 'The death of the advertising industrial complex' 

He was ridiculed by many people in the industry at the time because he said something that threatened dogma, jobs and many people's belief systems. But he wasn't wrong. Just early - 9 years early. Because you'll notice advertising holding co's are rapidly crumbling as we speak. 

Got another eerily accurate prediction example you can think of?
Or one that's as hilarious as this Gartner example? 

I'm keen to hear it below.

This is an on-point list for anyone interested in the commercial returns side of digital marketing. But Rachel Kennedy is also correct in the comments

One of the few people Zuckerberg says was critical to building Meta…
Just wrote the book on digital marketing.

It's called Click Here by Alex Schultz.
15 insights that stood out to me:

1. Don't use a microscope for measurement
"If you need a data scientist and a microscope to determine if your marketing had an impact, well then, it didn’t."

2. Performance Marketing doesn't exist 
"There is no such thing as ‘performance marketing’. All marketing performs."

3. Scrutinise your MMM
"You should use models, but I believe you should only use them when you have run the experiment first, and then you must periodically back-test to make sure the result is still valid"

4. Agency partners are critical 
"I would be nowhere without my agency partners."

5. Pick an agency on results not awards
"My number one sign to look for in a creative agency is that they focus on their results over their awards."

6. Put incrementality above all else
"Remember, incrementality is everything, so you must always ask how that applies at any given stage of conversion."

7. Experiments are essential
"You cannot do incrementality without experimentation."

8. Marginal ROI drives huge yields
"There is huge yield to simple budget allocation decisions based on marginal ROI, not just looking at the averages."

9. Measurement has limits
"No measurement is perfect, and many crucial outcomes can’t be measured at all."

10. Be explicit with AI
"Anything you can do to teach the systems you are buying from what you are looking for will get you better results".

11. Ask your finance team for help
"This is helpful because the finance team is experienced and smart, and they often come up with good ideas that make us better."

12. Get the CFO to believe 
"A top-level goal of mine for the past twenty years across Meta and eBay has been that the CFO believes the measurement I perform."

13. We sell or else
"Steve Harrison’s 'Can’t Sell Won’t Sell' is a compelling read if you want to be challenged about the industry by someone willing to swim against the tide."

14. This is the right question to always ask
"Did anything happen because I ran my ad?"

15. How marketing works doesn't change
"Tools evolve, but principles are timeless."

The book is a comprehensive look inside the mind of someone who shaped modern digital marketing.

Australia just passed the 50% ratio where over half of energy comes from renewable sources. 50.1% to be exact. But the cost column is the most interesting. 

Note: some renewables require more expensive storage and release infrastructure which means direct comparisons are messy to make irl but still interesting all the same. 

Nice graph and article from Michael West

Juan Mendoza

The Martech Weekly

Each week I write a curated newsletter of everything that happened in marketing and technology: News, ideas, research, and interesting work. I try to answer two questions with every TMW. 

1. What are the biggest shifts in the marketing technology industry? 
2. What does it mean?

It’s one email, sent every single Sunday around lunchtime. It's read mostly by senior to executive level people who work in some of the world's largest media, technology, consulting, advertising and research companies including Google, Facebook, NYTs and all major global consulting brands. 

I also host the Making Sense of Martech podcast, it's an extension of the TMW newsletter. Each week readers ask me to go deeper into the most popular topics of the newsletter. Making Sense of Martech helps to add additional context into what's featured by interviewing the people behind the research, ideas and important work.

Learn more here: https://www.themartechweekly.com/about/

CEO & Editor

Big Martech

Co-founder and co-host of the Big Martech show with Scott Brinker - a weekly podcast, Youtube, and newsletter where we discuss the big news, ideas, and trends in the marketing technology industry.

Co-Founder

The Lumery

Senior Customer Strategist

Customer Strategist

Experimentation Strategist 

Delivery of customer centric strategies to build cross channel optimization and personalization capabilities through a lens of people, process, data and technology. Focused on driving commercial outcomes in the context of strategic understanding and utilization of marketing technologies, data and customer experience initiatives.

Strategic Planner

Conversionry

As the Digital Optimisation Strategist at Conversionry I work closely with a variety of companies to drive data driven growth marketing strategies on web, eDM and content marketing in a variety of sectors. Utilising a Conversion Rate Optimisation (CRO) framework our team close the gap between consumer behaviour insights, marketing planning and initiative building to bring about more visibility over marketing performance and better return on investment. This means: Same traffic, but More sales, enquiries, leads, engagement, downloads, donations, etc. It's about More Edge over competition, More Revenue & More Growth. 

What I do:
1. Help businesses answer these big questions using thorough data research: 
*WHERE are the biggest conversion blockages on your website or app? 
*WHY are my website visitors not converting?
*WHAT are the roadblocks to visitors not converting?

2. Create highly converting web pages, using powerful statistical data analysis and psychological conversion techniques

3. Create a Testing plan (A/B & Multivariate) for a month-on-month revenue increase

4. Facilitate implementation, design & develop tests and changes

5. Measure website performance and maximise conversion optimisation to work for all inbound marketing channels

Digital Optimisation Strategist

Comtruk North America

Go To Market Consultant

Fusion MusicTech Pty Ltd

As Community Manager for Fusion Musictech, I work closely with the CEO and a variety of partners to activate a broad portfolio of communications and marketing initiatives, including; development and implementation of social media and advertising strategy, online community engagement planning, creative and copy asset development, analytics reporting and implementation of a robust e-commerce and CRM solution. Developing relationships with a variety of stakeholders, influencers and key networks in the music industry, Fusion Musictech's flagship product, the Fusion Guitar has successfully launched into the US market. Oh, and I love playing the electric too.

Community Manager

Procaffe (Australasia) Pty Ltd

Logistics Manager

Just One Chef

Just One Chef is a catering, dining and class company servicing businesses and private clients. Juan Mendoza launched Just One Chef with a vision to bring unforgettable catering experiences from real chefs wherever people celebrate, from a garden party to corporate meeting. Juan created Just One Chef as a business Idea in 2014 and since then developed the idea to a fully functioning business that is growing client relationships and catering opportunities. 
Juan established all the necessary elements for a successful business himself including, branding, web design, a business plan with strategy and execution, financial and accounting framework, employment policies, customer service protocols, client referral and feedback systems, marketing systems and strategy and he also cooks for all of his clients as an experienced professional Chef! 

Visit www.justonechef.com to learn more about our story.

The Martech Weekly is founded and owned by Juan Mendoza. 

Juan has been working on supplying vital insights into the martech industry since 2020, as an industry analyst, international keynote speaker, and the author of The Martech Weekly to help senior leaders work out exactly how the Martech industry is changing and why. 

Today, our newsletter subscription, premium newsletter product, TMW PRO, and our inaugural international awards event TMW 100, and our global marketing technology forums reaches more than a million marketers across 65 countries. 

Juan also manages TMW's online community, a regular podcast called Making Sense of Martech, and frequently collaborates with other publications such as WARC, AdExchanger, ChiefMartec, Martech.org and the MarTech Podcast.

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