02-01-003When a better funnel produces a worse businessA funnel that doubles its leads and halves their cost can still cut expected contribution by two thirds. The objective function comes before the dashboard.02-01-007From Little’s Law to Marketing Science, reviewed: what Chapter 3 still gets right, and what 2027 changesA review of the John Little Festschrift, fifteen chapters on making marketing models that managers use, and an opinionated 2027 update to its chapter on strategic marketing metrics.