Do the tools cost anything?

No — most of the resources here are free. Skillverket and the templates are built to be used straight away, with no account and no paywall.

Who are the tools for?

Mainly marketing managers, CMOs and PR leads who want to work more systematically — but they work just as well for agencies, freelancers and founders doing their own marketing.

Can I adapt the templates for my own team?

Of course, that's the whole idea. Copy them, change them, make them yours. The only thing I ask is that you don't resell them as your own.

I'm missing a tool — can I suggest one?

Please do. Most tools here started as an email from someone tired of their own template. Drop a line to hej@axeltuvemo.se and I'll take a look.

Resources

Tools for PR and marketing people.

Everyone can produce more now, and it hasn't made anyone better. Judgement is still what separates people. Here I collect the tools I've built for PR and marketing work, along with a few resources I keep going back to. Try them — most of them are free.

01
Skillverket
A skill generator for PR teams and Swedish marketers who want to work faster with AI. Build your own skills around your tasks, or start from ready-made ones shaped by thinkers like Mark Ritson and Rory Sutherland.
Open Skillverket
Why
A generator that builds skills for you. Then a library of ready-made starting points — from Ritson, Sutherland and others.
02
Tool · External app
Marknadspiloten
A prospecting tool that hands you a ready-made meeting brief before you pick up the phone — company data, recent news and a suggested opening, in a minute.
Visit marknadspiloten.axeltuvemo.com
Why
Sales meetings die from poor preparation, not poor products. Marknadspiloten does the research for you: enter the company, get a brief with what you need to know — and an opening that sounds like you did your homework.
Built for those who wear both the marketing and sales hat without a research department behind them. The media planning part is paused, but it will return.
03
Tool · External app
Viska
My own dictation tool — the same idea as Wispr Flow, built because I wanted to understand what I was giving away. Speak the draft, edit the text.
Visit viska.axeltuvemo.com
Why
Viska isn't meant to compete with Wispr Flow. It's my way of exploring the question: do I stop thinking when I stop writing, or am I just learning to think in a new way?
Use it, test it, tell me what feels wrong. It's more experiment than product.
04
Tool · External app
Wispr Flow
Dictation that actually understands how people think out loud. I write twice as much since I stopped keyboard-drafting every sentence.
Visit wisprflow.ai
Why
It's not a productivity trick — it's a different way of thinking. You speak the draft, edit the text. The friction between idea and screen nearly disappears.
Works just as well for emails as for long-form writing. The only risk is that you start talking too much in meetings as well.
05
Research · Book & articles
Amy Edmondson — psychological safety
The cornerstone of good teamwork. Not a soft skill — measurable research into why some teams perform and others go quiet.
Visit amycedmondson.com
Why
If you only read one thing: The Fearless Organization. If you read two: add her 1999 paper, Psychological Safety and Learning Behavior in Work Teams.
One idea I keep carrying from this: building a small app where teams can work with her framework day to day. More on that later.
06
Template · Google Sheets
One-page campaign Gantt chart
A launch plan that fits on a single A4. No dizzying colour scales, no sub-tabs. Just the weeks until launch — and who owns what.
Download coming soonwork in progress
Why
Most Gantt templates are built by project managers, for project managers. This one is built for the marketing director who has to show the agency, the sales director and the CEO the same picture — and not want to explain it for twenty minutes.
Twelve columns. Six tracks: brand, content, paid, PR, sales enablement, measurement. One row per deliverable. If something doesn't fit, it probably doesn't belong in the campaign.
07
Template · PDF, 1 page
The brief that actually fits on one page
Six questions, no headings called “Background”. Built for the person who has to write a brief on Friday afternoon and doesn't have time to ask the strategy department for a template.
Download coming soonwork in progress
Why
A brief isn't a document. It's a decision about what not to do. This template forces that decision by refusing to offer a seventh question.
Use it for a campaign, a film, an ad, a pitch — the format matters less than the discipline. What matters is that whoever reads it knows what to leave out, not just what to include.
08
Template · Google Sheets
The channel-mix budget template
A single sheet for defending where the money goes — brand vs performance, channel by channel, with room for the assumptions right next to the numbers.
Download coming soonwork in progress
Why
Gartner's CMO Spend Survey 2024 puts the marketing budget at 7.7% of revenue — down from 9.1% the year before. CMOs get less and have to prove more. A pie chart won't cut it as a decision document anymore.
The template uses Binet & Field's 60/40 split between brand and activation as a reference point, not a rule. You fill in your own split, your own buying-cycle pace and the channels that actually drive demand — and immediately see where the assumptions are weakest.
Built for the conversation with the CFO and CEO: one tab with the numbers, one tab with the why. When someone asks “why 18% on YouTube?”, the answer should sit on the same row as the number, not in a separate deck.

Frequently asked questions

Do the tools cost anything?: No — most of the resources here are free. Skillverket and the templates are built to be used straight away, with no account and no paywall.
Who are the tools for?: Mainly marketing managers, CMOs and PR leads who want to work more systematically — but they work just as well for agencies, freelancers and founders doing their own marketing.
Can I adapt the templates for my own team?: Of course, that's the whole idea. Copy them, change them, make them yours. The only thing I ask is that you don't resell them as your own.
I'm missing a tool — can I suggest one?: Please do. Most tools here started as an email from someone tired of their own template. Drop a line to hej@axeltuvemo.se and I'll take a look.

Missing something? Drop me a line. Most tools here started as an email from someone tired of their own template.

hej@axeltuvemo.se

Tools for PR and marketing people.

Skillverket

Marknadspiloten

Viska

Wispr Flow

Amy Edmondson — psychological safety

One-page campaign Gantt chart

The brief that actually fits on one page

The channel-mix budget template

Frequently asked questions