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Doug Johnstone

Doug Johnstone

Director, CiteCompass

Professional Background

Doug Johnstone is Director at CiteCompass, where he leads strategic client engagements and helps enterprise B2B companies develop comprehensive AI visibility strategies. With extensive experience in digital strategy, marketing operations, and business development, Doug specializes in translating AI visibility concepts into actionable business strategies that align with organizational objectives and drive measurable results.

Doug’s approach focuses on understanding the business context first—competitive positioning, target audience behavior, and buying journey dynamics—then developing AI visibility strategies that support revenue goals rather than pursuing optimization in isolation. He works with C-suite executives, marketing leaders, and product teams to build organizational alignment around AI visibility investments and measurement frameworks.

At CiteCompass, Doug leads enterprise client relationships, oversees competitive intelligence programs, and develops strategic roadmaps for AI visibility optimization across multiple business units and geographies. His work helps B2B companies understand how AI systems impact their discoverability, competitive positioning, and brand perception during critical buyer research phases.

Areas of Expertise

Doug’s expertise spans strategic planning and business execution for AI visibility programs:

  • Strategic AI Visibility Planning – Developing comprehensive strategies aligned with business objectives
  • Enterprise Client Engagements – Leading complex, multi-stakeholder optimization programs
  • Competitive Intelligence – Tracking competitor citation patterns and market positioning
  • Market Analysis – Understanding AI platform adoption and query pattern evolution
  • B2B Buyer Journey Optimization – Mapping AI touchpoints throughout the purchase process
  • Executive Advisory – Guiding C-suite decision-making on AI visibility investments
  • Stakeholder Alignment – Building cross-functional support for optimization initiatives
  • Performance Measurement – Establishing KPIs and attribution frameworks
  • Strategic Roadmapping – Prioritizing initiatives based on business impact
  • Change Management – Helping organizations adapt to AI-mediated discovery

Professional Philosophy

Doug believes that AI visibility optimization must serve business outcomes, not exist as a technical exercise. His work emphasizes:

  • Business-First Approach: Understanding competitive context and buyer behavior before recommending tactics
  • Measurable Results: Establishing clear success metrics tied to pipeline, revenue, and market share
  • Cross-Functional Collaboration: Engaging marketing, product, sales, and technical teams in coordinated efforts
  • Pragmatic Prioritization: Focusing resources on high-impact opportunities rather than comprehensive perfection
  • Continuous Learning: Adapting strategies as AI platforms evolve and new patterns emerge

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About CiteCompass

CiteCompass helps B2B companies optimize their digital presence for AI visibility. Through comprehensive audits, strategic guidance, and performance measurement, CiteCompass enables organizations to increase their Citation Authority and Share of Model across major AI platforms including ChatGPT, Google AI Overviews, Perplexity, Claude, and Gemini.