The Blog
More Ways to Navigate the Blog
A Dose of Watertight Wisdom
We have a back catalogue of over a decade of posts, almost all of which are still relevant and useful today.
Latest posts…
Marketing, sales and service – who does what, when?
In various forms, I get asked the difference between sales and marketing almost weekly. Underlying this question is the oft cited discontent between the disciplines, and a desire to get them working more harmoniously together. In answering this question, I have to also bring in service – because what we’re talking about here is supporting an end-to-end customer journey
Marketing and sales playing nicely together
Getting marketing, sales (and service) to work together effectively is key to ensuring that customers have a consistent experience in their path to buying from you. To achieve this a business needs what we call ‘journey brain’ – that is, the ability to see and support someone through their whole journey from initial awareness to loyalty and advocacy. One of the questions that comes up (time and time again) related to this is… what’s sales and what’s marketing, and how do we get them to work together? So, let’s explore that…
What makes marketing work?
What most people see of marketing is what goes out into the world. By definition, the visible marketing is what businesses are putting out the get noticed and get people interested. This is Taps in the Watertight Marketing core metaphor (See Chapter 2 & 8). The thing is, if you’re not a marketer, it can be easy to assume that what you see is all there is. If you only actually do the stuff that’s visible, it won’t work! There are underpinning foundation activities under the radar that are essential to seeing a return.
Audio
PodBlog
For those that prefer to listen than to read
Key Concepts
By Framework
Find posts that relate to key frameworks
Touchpoint Leaks
By Leak
Find posts that relate to each of the Leaks
Fancy a regular dose of Watertight Wisdom by email?
The latest posts…
From Marketing Manager to Marketing Director – what does it take?
When planning a career path, it’s natural that a marketing manager might want to move on to being a marketing director or head of marketing at some stage. We asked Master Practitioner, Rachael Wheatley, to put down some thoughts.
The questions to ask when interviewing a Marketing Manager
You can use the Watertight Marketing book to plan your activity, and decide on the tweaky ou need to your marketing leaks – but who will you get to do the work? We regularly support in recruiting marketers into their teams. In this post, Cheryl Crichton picks out here two favourite interview questions from amongst a handy list of things you could ask.
Marketing, sales and service – who does what, when?
In various forms, I get asked the difference between sales and marketing almost weekly. Underlying this question is the oft cited discontent between the disciplines, and a desire to get them working more harmoniously together. In answering this question, I have to also bring in service – because what we’re talking about here is supporting an end-to-end customer journey
#WatertightWednesday Write-ups
No Results Found
The page you requested could not be found. Try refining your search, or use the navigation above to locate the post.
Find all of the write-ups here
Building a Marketing Team
No Results Found
The page you requested could not be found. Try refining your search, or use the navigation above to locate the post.
Listen to all the podcasts from the Watertight Wednesday roundtables here
Posts by Framework
Flow Foundations
The Four Foundation Leaks
For many businesses marketing is something that’s done when the sales pipeline looks a little dry. Then, it’s heads down to deliver the paying work that comes your way. This is truer still in smaller businesses, or where the people your buyers want to talk...
Please do take a moment to dream for your business
So, the start of the first full work week of 2013... did you make any resolutions for your business for the year ahead? How are you doing with them? I wrote Watertight Marketing for business owners who want a step change in their business growth. Which...
Please don’t make marketing your New Year’s Resolution!
It’s that time of year. No doubt you’ve come over all worthy. As well as thinking about cutting out the alcohol or some such health related promise, you might have marketing on the list as a New Year's Resolution for your business. Stop. Please cross it...
Touchpoint Leaks™
How to use Watertight Marketing to build a 3-year plan
I love a quick win as much as anyone else, but sustainable sales results are what I get really excited about. That's why a Watertight Marketing Transformation Programme lasts 12 months. But, even that is only a starting point. In businesses...
Accept it. Embrace it. Marketing is messy!
I love a good diagram. They're great for simplifying ideas. But, it is worth remembering that the world doesn't really look like that. Especially in marketing. In my recent post, Sales funnels don't exist, I made the point that even the best...
The only 5 things you should be doing in social media
< Back to the Blog Social media marketing can seem like a bit of a minefield. It can also seem like there’s a dizzying amount to learn before you can even get started. But, it really breaks down into four activities and one core skill – which are common across...
Logic Sandwich
No Results Found
The page you requested could not be found. Try refining your search, or use the navigation above to locate the post.
The Time Triangle
No Results Found
The page you requested could not be found. Try refining your search, or use the navigation above to locate the post.
Influencer Icecream
No Results Found
The page you requested could not be found. Try refining your search, or use the navigation above to locate the post.
Profit Purpose Matrix
No Results Found
The page you requested could not be found. Try refining your search, or use the navigation above to locate the post.
Posts by Touchpoint Leak™
The Touchpoint Leaks™ framework is introduced in Chapter 2 of the Watertight Marketing book. You can use this to create a Touchpoint Leak™ Traffic Light Report to find your focus Leak. Then please use Part Three of the book, and these posts to #tweakyourleaks
"Watertight has made a massive difference to me and our business... I’m a sales person but knew we needed the support of marketing to further our growth. We’ve achieved 500% growth in 4 years; I attribute a lot of that success to working with Watertight."
Leak 1: Forgotten Customers
No Results Found
The page you requested could not be found. Try refining your search, or use the navigation above to locate the post.
Leak 2: Poor On-Boarding
No Results Found
The page you requested could not be found. Try refining your search, or use the navigation above to locate the post.
Leak 3: No Emotional Connection
No Results Found
The page you requested could not be found. Try refining your search, or use the navigation above to locate the post.
Leak 4: No Gateway
No Results Found
The page you requested could not be found. Try refining your search, or use the navigation above to locate the post.
Leak 5: No Critical Approval
No Results Found
The page you requested could not be found. Try refining your search, or use the navigation above to locate the post.
Leak 6: No Proof
No Results Found
The page you requested could not be found. Try refining your search, or use the navigation above to locate the post.
Leak 7: Information Overload
No Results Found
The page you requested could not be found. Try refining your search, or use the navigation above to locate the post.
Leak 8: How (format)
No Results Found
The page you requested could not be found. Try refining your search, or use the navigation above to locate the post.
Leak 9: Where (channel)
No Results Found
The page you requested could not be found. Try refining your search, or use the navigation above to locate the post.
Leak 10: When (timing)
No Results Found
The page you requested could not be found. Try refining your search, or use the navigation above to locate the post.
Leak 11: Who (Influencers)
No Results Found
The page you requested could not be found. Try refining your search, or use the navigation above to locate the post.
Leak 12: What
No Results Found
The page you requested could not be found. Try refining your search, or use the navigation above to locate the post.
Leak 13: No Emotional Impact
No Results Found
The page you requested could not be found. Try refining your search, or use the navigation above to locate the post.