Marketing Skills Archives - Page 2 of 3

Bridging the gap from business strategy to marketing operations

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

< Back to the Blog Reading Time: 10 Minutes “A key role of marketing is to make sure the strategy, plan and activity supports the business’s objectives. Without that, the risk is scattergun marketing and it’s hard to prove the value of marketing. In our latest...

Marketing’s role in employer marketing

by Rachael Wheatley | #WatertightWednesday, First Flow Foundation - The Right Work, Fourth Flow Foundation - Maintain Momentum, Marketing Skills

< Back to the Blog Reading Time: 10 Minutes “How do you ensure you recruit the right candidates for your business, make your company attractive to work in and encourage people to stay? In our December roundtable we talked about three key bits of thinking to take...

The real secrets of marketing excellence

by Rachael Wheatley | Marketing In Action, Marketing Skills, Marketing Team

< Back to the Blog Reading Time: 5 Minutes A few weeks back we ran a webinar delving into the detail of our recently published research report. The title of the session was how marketing leaders create strategic and operational excellence. In this blog we look at...

Finding, employing and keeping the right people

by Rachael Wheatley | Marketing In Action, Marketing Skills, Marketing Team

< Back to the Blog Reading Time: 5 Minutes Marketers are often, but not always, involved in employer marketing – that is, finding, employing and keeping brilliant people. We’ve worked with clients who have successfully applied Watertight Thinking and used our tools...

Developing a ‘journey brain’

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

< Back to the Blog Reading Time: 10 Minutes “Marketers are familiar with the customer journey. It’s the starting point for our thinking, strategies and plans. But what are the other ‘journeys’ in the business – employees, other stakeholders, growth? How can...

Recruiting & resourcing a stellar marketing team

by Rachael Wheatley | #WatertightWednesday, Flow Foundations, Marketing Capability, Marketing Skills, Marketing Team

< Back to the Blog Reading Time: 10 Minutes “Whatever your size of business, recruiting and resourcing can be a tricky. What makes for a brilliant marketing team? What factors do you need to consider? In our roundtable this month we discussed the topic through...

Getting your FD onboard and loving marketing

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 “A marketer’s relationship with the FD is key. They can test your plan, help develop a metrics dashboard and facilitate budget conversations. However, it’s not a given that your FD will be on-board with marketing. So how...

What does a business leader need to know about marketing?

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 “Why is it that the same marketer can thrive in one organisation and shrivel in another? It has a lot to do with what the leaders and other key players think about marketing: their perception of it, the level of support...

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...