build smarter marketing systems
Follow along with weekly annotations
The thesis
Marketing is being rebuilt as a system that needs design.
AI didn't add a layer to marketing. It's rebuilding the system underneath it. Strategy, team, tools, and workflows used to be separate decisions; now they shape each other, and AI accelerates every weak point between them. Faster isn't better — it just scales whatever you already had. Good strategy scales beautifully. Bad strategy scales — and compounds. Most teams are bolting Claude onto a stack that was never designed for it.
Inference is a practice for that rebuild at the intersection of strategy and systems. Craft and speed, combined with pattern matching you can't prompt for. I help companies build marketing systems that are worth scaling — positioning, growth architecture, operational infrastructure — so when AI accelerates everything, it's accelerating something good.
Built on 20 years of building marketing engines at some of Europe's fastest-growing startups — SoundCloud, Grover, Pitch, Prolific. Now collaborating with teams rebuilding their strategy and GTM into systems that hold up to what's coming next.
Thom Cummings
Founder, Inference
The publication
annotations
Weekly guides, tool breakdowns, and field notes from the frontline of implementing smarter marketing systems.
- Weekly writing on AI-native marketing in practice
- Guides and tool breakdowns you can actually use
- Paid subscribers unlock the Blueprints library
The products
blueprints
Standalone marketing systems that rebuild each layer of an AI-native stack. Use them one at a time, or combine them into a full system.
- Real, working systems — not templates or playbooks
- Multi-layered workflows tested in live environments
- Buy individually, or subscribe on Substack for the full suite
The consulting
collaborations
For when your marketing needs to catch up with your business. Hands-on engagements to turn scrappy marketing into a scalable system.
- Advisory — a senior brain on call
- Fractional CMO — embedded marketing leadership
- Sprints & Blueprint Implementation — targeted, project-based wins
agent teams
Marketing teams, rebuilt for the agent era. A complete marketing function — designed, built, and running in weeks.
- Org design, agent roles, and human-in-the-loop handoffs
- Built on a tested library of agent configurations
- Setup from £10k — a fraction of a single hire
Trusted by
let's talk.
We'll dig into where your marketing stands, where the gaps are, and whether working together makes sense. No pitch, no pressure.