Rachael Wheatley, Author at Watertight Thinking

How marketing supports sales: volume, margin and lifetime value

by Rachael Wheatley | #WatertightWednesday, Bucket, Funnels and Filters, Marketing Capability, Marketing Skills, Marketing Strategy, Marketing Team, Taps

< Back to the Blog Reading Time: 10 Minutes “Marketers are often asked to generate more leads in response to a business growth goal. This is volume growth, but it’s not always the kind of growth you need or want. In fact, marketing (working closely with customer...

Creating seamless marketing, sales and service teams

by Rachael Wheatley | #WatertightWednesday, Bucket, Funnels and Filters, Marketing Capability, Marketing Skills, Marketing Strategy, Marketing Team, Taps

< Back to the Blog Reading Time: 10 Minutes “10 years ago the Chartered Institute of Marketing predicted that there would be no separation between sales and marketing. Clearly that hasn’t happened, but why is that? And why does service get left out?” ~ Rachael...

What matters most to effective marketing, context or competence?

by Rachael Wheatley | #WatertightWednesday, Marketing Capability, Marketing Skills, Marketing Strategy, Marketing Team

< Back to the Blog Reading Time: 10 Minutes “Competence of course is a key factor in determining how effective your marketing is. It’s a combination of experience, knowledge and skills. However, a marketer is unlikely to thrive and be truly effective, however good...

How marketing helps you find the right prospects

by Rachael Wheatley | Funnels and Filters, Leak #4: No Gateway, Leak #5: No Critical Approval, Leak #6: No Proof, Marketing Strategy, Touchpoint Leaks

< Back to the Blog Reading Time: 5 Minutes In a blog I wrote recently, I mentioned that one of the four growth strategies was looking for like-minded prospects. This is step two of the process we’d recommend to help you find, win and keep more of the right clients....

Looking for treasure in your own back yard

by Rachael Wheatley | Bucket, Leak #1: Forgotten customers, Marketing Strategy, Touchpoint Leaks

< Back to the Blog Reading Time: 10 Minutes We’ve come into contact with 1000’s of businesses over the years. Whichever sector they’re in, however large or small they are, however their marketing is organised, there’s one common theme. Forgotten customers. It’s the...

The four key marketing growth strategies

by Rachael Wheatley | Marketing Strategy

< Back to the Blog Reading Time: 10 Minutes I remember talking to the partner in a law firm some time ago. He was a bit phased by the business growth targets his managing partner had set for his practice area. It seemed like a big mountain to climb and pretty...

Shining a light on your vision, values and milestones

by Rachael Wheatley | #WatertightWednesday, Flow Foundations, Fourth Flow Foundation - Maintain Momentum, Marketing Strategy, Marketing Team

< Back to the Blog Reading Time: 10 Minutes “Agreeing vision, values, goals and milestones is a shared responsibility across the leadership team. Marketing’s role is to turn these into something that engages and inspires employees, suppliers, clients and prospects...

Creating an organisational marketing capability

by Rachael Wheatley | #WatertightWednesday, Flow Foundations, Marketing Strategy, Marketing Team

< Back to the Blog Reading Time: 10 Minutes Effective marketing is as much a matter of organisational context as it is individual competence. For marketing to work, two key ingredients are: good marketers and a well-organised, productive marketing team. However,...

What to insource and what to outsource

by Rachael Wheatley | #WatertightWednesday, Flow Foundations, Marketing Strategy, Marketing Team, Touchpoint Leaks

< Back to the Blog Reading Time: 10 Minutes As any in-house marketer will tell you, there will come a time when you might need to use external specialists. There are all sorts of factors involved in deciding what to keep in-house and what might need outsourcing. It...

Using Metrics to get Buy-in From Your Colleagues

by Rachael Wheatley | #WatertightWednesday, Flow Foundations, Marketing Strategy, Marketing Team, Touchpoint Leaks

< Back to the Blog Reading Time: 12 Minutes For any marketing role I’ve been in and with any marketer I talk to, metrics and measuring marketing success is a key issue. We’re often asked about the number of leads we’re going to generate or how many people we’ll get...