Rubik published a research paper on why marketing transformations fail, focusing on the importance of a framework, tools, and ownership.

Marketing is changing. But changing marketing requires more than new tools. Marketing Rewired is a new way of thinking about the role of marketing: from a communication and growth function to an innovation-driving engine for adaptability, resilience, and sustainable growth. The REWIRE Method is the practical methodology behind it: Reframe → Explore → Work → Integrate → Resilience → Evolve. It helps organizations challenge outdated assumptions, identify emerging opportunities, experiment with new ways of creating value, connect marketing with the wider business, build adaptive capabilities, and continuously evolve. What we do ↳ Fractional CMO and executive marketing advisory ↳ Marketing strategy, GTM and positioning ↳ Marketing operating model and capability design ↳ AI-enabled marketing transformation ↳ REWIRE workshops, diagnostics and leadership programs ↳ Keynotes and executive education on the changing role of marketing Who we work with: ↳ Technology, SaaS and growth-focused organizations navigating changing markets, new technologies and the need to evolve how marketing creates value. The goal isn't simply better marketing. It's marketing that can detect change, create value, connect the organization and build the resilience required for sustainable growth. Marketing Rewired. Rethink the role. Rewire the system. Build what comes next. ↳ office@andrearubik.com