About
I’m Chris Higgins, General Manager of Marketing at ACG.
Most of my career has been spent at the point where marketing, management, and technology meet — figuring out not just what to do, but how to build the teams, systems, and habits that make it happen. Earlier that was in B2B SaaS; today it’s in B2B enterprise at ACG, where the products are physical and the sales cycles are long, but the underlying questions are much the same.
This blog is where I think out loud about those questions. Lately most of them come back to AI: what it actually changes for marketing teams, where it helps and where it just adds noise, and how the job of managing people and work shifts when the constraints move. Alongside that I write about the things that don’t go out of fashion — clear metrics, good storytelling, understanding customers, and the unglamorous craft of getting useful work done.
The tone is practical. I’m more interested in what a team can do on Monday than in grand predictions about the future.