It moves constantly. People enter, lapse, lose consent, reactivate, and return looking like new demand when they aren't.
A decade across B2B SaaS, agencies, enterprise, direct-to-consumer insurance, and now travel. In-house and agency-side.
Different industries, different buyers, the same problem every time. Volume got counted as the win, while the operating layer that turns captured demand into revenue was usually the weakest part of the system.
These are the companies where I worked on that layer, and where I learned the pattern holds no matter what the business sells.





























