Marketing Strategy Archives - Watertight Thinking

How to approach a strategic marketing project

by Bryony Thomas | About the book, Affordable marketing plan, Budget Shape, Flow Foundations, Marketing Capability, Marketing Consultants, Marketing In Action, Marketing Skills, Marketing Strategy

< Back to the Blog Reading Time: 5 Minutes Answering the big strategic questions is what I love to do. I’m much less interested in which email or web page performed better, than I am about getting the FD to support the marketing budget, or getting the sales...

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...

10 Ways to Screw Up Your Marketing Budget

by Bryony Thomas | Affordable marketing plan, Budget Shape, Marketing Strategy, Third Flow Foundation - Baseline Rhythm

< Back to the Blog Reading Time: 7 Minutes Board level marketers need to set budgets and get budgets supported by others. Effective budgeting is essential in any marketing leadership role. In this post, Bryony Thomas explores the ten things she most often sees...

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...

How close are you to your FD?

by Rachael Wheatley | Budget Shape, Marketing Capability, Marketing Strategy, Mindful marketing measurement, Third Flow Foundation - Baseline Rhythm

< Back to the Blog Reading Time: 5 Minutes Having a good relationship with finance is important. Getting them on-board and enthusiastically supporting your strategy and plan is often a key piece to get right. But all too often, finance think that marketing is...

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...

Assessing organisational receptiveness

by Bryony Thomas | Marketing Capability, Marketing Strategy, Marketing Team

< Back to the Blog  Reading Time: 8 Minutes Why is it that the same marketer can thrive in one organisation and shrivel in another? Assuming a similarly decent product, market, budget, etc. — when it comes to marketing, we think there are two other key...

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...