FIELD NOTES©
What I'm building, what I'm learning, and what actually works.
ZM / ATTRIBUTION / MEASUREMENT©
MEDIACRMREVENUE
FOLLOW THE SIGNAL.
ZAIN MIRPERFORMANCE / GROWTH / AI
Attribution that survives iOS, consent mode and the death of the cookie
Most attribution breaks the moment a platform changes its mind about tracking. Here's how to build a model that bends instead.
ZM / GROWTH / LEAD QUALITY©
SIGNAL
INTENT
VALUE
↗
QUALITY OVER QUANTITY.
ZAIN MIRPERFORMANCE / GROWTH / AI
The day we stopped counting leads
Lead quantity is the most comfortable lie in marketing. Switching the org to lead quality tripled the number that actually mattered.
ZM / AI / AUTOMATION©
HUMAN INTENT. MACHINE SCALE.
ZAIN MIRPERFORMANCE / GROWTH / AI
We score every sales call now, not 2% of them
QA by sampling is a guess. With the Claude API you can audit 100% of conversations against compliance, intent and lead quality.
ZM / STRATEGY / NEW BUSINESS©
ZM / FIELD GUIDEDIAGNOSIS01 — MAKE THE ARGUMENT.
ZM / FIELD GUIDESTRATEGY02 — MAKE THE ARGUMENT.
ZM / FIELD GUIDEDELIVERY03 — MAKE THE ARGUMENT.
DIAGNOSE. THEN DESIGN.
ZAIN MIRPERFORMANCE / GROWTH / AI
Anatomy of a pitch that wins eight awards
Award-winning work and won pitches share a structure. Here's the skeleton underneath.
ZM / GROWTH / LEAD QUALITY©
SIGNAL
INTENT
VALUE
↗
QUALITY OVER QUANTITY.
ZAIN MIRPERFORMANCE / GROWTH / AI
WhatsApp is a funnel, not a chat box
In the GCC, WhatsApp Business API quietly became the highest-intent channel most teams ignore.
ZM / TEAMS / SYSTEMS©
PLAN
BUILD
MEASURE
LEARN
OWN
DECIDE
SHIP
REVIEW
REPEAT
BUILT TO OPERATE.
ZAIN MIRPERFORMANCE / GROWTH / AI
Your growth team needs an operating system, not more dashboards
Reporting tells you what happened. An operating system decides what happens next.