https://laothiane.com/en/insights/ Insights · Christopher Lao-Thiane en https://laothiane.com/en/insights/electric-motorbikes-the-daily-signal/ https://laothiane.com/en/insights/electric-motorbikes-the-daily-signal/ Around a hundred electric motorbikes in Rwanda, 94 % repayment. The model was judged at three months; the signal to act came every day. Thu, 08 Oct 2026 06:00:00 +0000 https://laothiane.com/en/insights/one-measured-month-one-sale/ https://laothiane.com/en/insights/one-measured-month-one-sale/ A supplements brand sold online, one measured month, a three-figure media spend. What I got right, what I got wrong, and the rule I kept. Thu, 08 Oct 2026 06:00:00 +0000 https://laothiane.com/en/insights/the-country-manager-was-right/ https://laothiane.com/en/insights/the-country-manager-was-right/ A group campaign built around a daily price, a Nigeria marketing manager who said no before launch, and the process change that followed. Thu, 08 Oct 2026 06:00:00 +0000 https://laothiane.com/en/insights/a-budget-is-not-a-pnl/ https://laothiane.com/en/insights/a-budget-is-not-a-pnl/ Most marketing heads answer for a spend, not for a balance. Four mandates sorted honestly, and the five clauses that turn a CMO role into a real P&L. Thu, 08 Oct 2026 06:00:00 +0000 https://laothiane.com/en/insights/a-low-cpm-is-a-red-flag/ https://laothiane.com/en/insights/a-low-cpm-is-a-red-flag/ On LinkedIn in B2B, impression volume is the most misleading metric there is, and the platform's defaults are built to inflate it. What one test budget showed. Sun, 13 Sep 2026 06:00:00 +0000 https://laothiane.com/en/insights/closing-outlets-and-growing/ https://laothiane.com/en/insights/closing-outlets-and-growing/ Closing can be the best marketing decision of the year. What consolidating a retail network teaches about the difference between coverage and presence. Sun, 13 Sep 2026 06:00:00 +0000 https://laothiane.com/en/insights/the-number-i-refused-to-write/ https://laothiane.com/en/insights/the-number-i-refused-to-write/ For an organisation whose promise is traceability, an approximate percentage destroys more value than no percentage at all. How to hold an empty space open. Sun, 13 Sep 2026 06:00:00 +0000 https://laothiane.com/en/insights/a-process-without-proof-does-not-exist/ https://laothiane.com/en/insights/a-process-without-proof-does-not-exist/ Three systems deployed, three abandoned without a word. The common factor was neither reluctance nor workload, and it is fixed in one line. Sun, 13 Sep 2026 06:00:00 +0000 https://laothiane.com/en/insights/marketing-wired-to-collections/ https://laothiane.com/en/insights/marketing-wired-to-collections/ Two years inside a company selling on instalments. How you rewire a marketing system onto the collection rate, and what three failed pilots out of four taught. Sun, 13 Sep 2026 06:00:00 +0000 https://laothiane.com/en/insights/a-bonus-nobody-ever-triggers/ https://laothiane.com/en/insights/a-bonus-nobody-ever-triggers/ Four outlets, four scores between 40 and 66, a threshold of 80, no commission ever paid. And three different scoring scales circulating inside the same company. Sun, 13 Sep 2026 06:00:00 +0000 https://laothiane.com/en/insights/the-company-page-has-no-audience/ https://laothiane.com/en/insights/the-company-page-has-no-audience/ On a B2B institutional page with over five thousand followers, 81 % of a month's visibility came from paid. The only organic spike came from C-suite reposts. Sun, 13 Sep 2026 06:00:00 +0000 https://laothiane.com/en/insights/a-year-on-linkedin-zero-reposts/ https://laothiane.com/en/insights/a-year-on-linkedin-zero-reposts/ My own twelve-month numbers, and what they say: the audience reading you is almost never the one you are aiming at, and publishing lessons makes it worse. Sun, 13 Sep 2026 06:00:00 +0000 https://laothiane.com/en/insights/when-the-calendar-invents-the-bad-news/ https://laothiane.com/en/insights/when-the-calendar-invents-the-bad-news/ A dashboard reported a 44 % fall and a month below break-even. The fall came from the calculation window, not the activity. How an aggregation artefact manufactures bad news. Sun, 13 Sep 2026 06:00:00 +0000 https://laothiane.com/en/insights/african-talent-execution-layer/ https://laothiane.com/en/insights/african-talent-execution-layer/ Fifteen job descriptions written before the roles existed, a marketing function created from nothing, and where the people I led are today. On the missing layer, and what it produces when it exists. Wed, 26 Aug 2026 06:00:00 +0000 https://laothiane.com/en/insights/go-to-market-emerging-markets/ https://laothiane.com/en/insights/go-to-market-emerging-markets/ Ten African markets, one identical system, results ranging from 6.24 % to 0.12 % conversion. What that gap teaches about imported playbooks. Wed, 26 Aug 2026 06:00:00 +0000 https://laothiane.com/en/insights/why-growth-stalls/ https://laothiane.com/en/insights/why-growth-stalls/ Two mandates where traffic climbed while sales fell. What the numbers said, what the room wanted to hear, and the question to ask before opening the media plan. Wed, 26 Aug 2026 06:00:00 +0000