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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…
Building your credibility
How you’re positioned in your business is critical to your success. If your boss and colleagues don’t rate marketing in general, it’s an uphill struggle to prove yourself, whatever your experience and knowledge. So, what’s the answer?
Why having a clear proposition isn’t enough
When we published our research paper last autumn, one of the key takeouts was that having a clear proposition wasn’t enough. Even when the leadership team and senior marketer are clear on what you’re selling and to whom, this doesn’t guarantee an effective marketing plan.
Bridging the gap from business strategy to marketing operations
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
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Touchpoint Leaks
By Leak
Find posts that relate to each of the Leaks
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The latest posts…
Building your credibility
How you’re positioned in your business is critical to your success. If your boss and colleagues don’t rate marketing in general, it’s an uphill struggle to prove yourself, whatever your experience and knowledge. So, what’s the answer?
Why having a clear proposition isn’t enough
When we published our research paper last autumn, one of the key takeouts was that having a clear proposition wasn’t enough. Even when the leadership team and senior marketer are clear on what you’re selling and to whom, this doesn’t guarantee an effective marketing plan.
Bridging the gap from business strategy to marketing operations
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
#WatertightWednesday Write-ups
Recruiting & resourcing a stellar marketing team
< Back to the Blog “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 three lenses - skills, roles...
Getting your FD onboard and loving marketing
< Back to the Blog “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 can you gain their buy-in...
What does a business leader need to know about marketing?
< Back to the Blog “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 and encouragement – and...
Find all of the write-ups here
Building a Marketing Team
How marketing supports sales: volume, margin and lifetime value
< Back to the Blog “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 service and sales) can...
Creating seamless marketing, sales and service teams
< Back to the Blog “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 Wheatley, Managing Director |...
What matters most to effective marketing, context or competence?
< Back to the Blog “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 they are, if the business...
Listen to all the podcasts from the Watertight Wednesday roundtables here
Posts by Framework
Flow Foundations
10 Ways to Screw Up Your Marketing Budget
< Back to the Blog 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 blowing the marketing...
Marketing’s role in employer marketing
< Back to the Blog “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 into consideration and then...
Recruiting & resourcing a stellar marketing team
< Back to the Blog “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 three lenses - skills, roles...
Touchpoint Leaks™
Do you have the tools to match your skills?
< Back to the Blog This post is also available over on our PodBlogWhen helping clients assess themselves to create a Touchpoint Leak Traffic Light Report, we often find that people rate themselves highly based on having someone in their team who is good at a...
How Inside Travel Group got their marketing stars aligned
← Back to Case Studies Inside Travel Group engaged Watertight Marketing to undertake a Marketing Team Alignment, Benchmark and Plan, and then have gone on to apply the results“The Watertight Marketing Team Alignment and Benchmark did two powerful jobs for us...
Josef Elliott: “Half of our customers didn’t know half the stuff we did”
← Back to Case Studies Josef Elliott, co-founder and MD of Oyster IMS, talks about how they've used Watertight Marketing to tweak their marketing operation and win more business at the Confidence & Clarity Conference 2018. Transcript: Steve Bustin: "Our first...
Logic Sandwich
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The Time Triangle
How to bring some personality to your blog
This is the third in a series of five blogs on blogging this week. A business blog is one of the simplest ways of overcoming Leak #7 (Information Overload) of the Thirteen Touchpoint Leaks. It acts as invitation information and a stepping stone between...
Business blogs – the good, the great and the gratuitous
All this week, I’ll be blogging about blogging – sharing tips, hints and musings on how to make a blog the hub of your new business operation. A business blog is one of the simplest ways of overcoming Leak #7 (Information Overload) of the Thirteen...
Six internal business benefits of blogging
All this week, I'll be blogging about blogging - sharing tips, hints and musings on how to make a blog the hub of your new business operation. A business blog is one of the simplest ways of overcoming Leak #7 (Information Overload) of the Thirteen...
Influencer Icecream
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Profit Purpose Matrix
8 signs that you need to get more strategic about marketing
< Back to the Blog This post is also available over on our PodBlogMany MDs and CEOs of ambitious growing businesses have told me, in a moment of candour, that they're not 100% sure they know enough about marketing to make sound decisions about it. If you suspect...
Should you be saying ‘No’ to new business?
< Back to the Blog This post is also available over on our PodBlogDoing the wrong kind of work is so damaging, I've included it as one of the Four Foundation Foundations in Watertight Marketing. Which means that learning when, and how, to say no to a potential new...
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
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Leak 2: Poor On-Boarding
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Leak 3: No Emotional Connection
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Leak 4: No Gateway
Why you should treat your customers like adult cats
I do love to take the opportunity to get a photo of my cat, Dylan, into a presentation. But, there is a serious point to make. A point that any cat 'owner' can relate to. <~ And, there's the thing, you never really 'own' a cat. Now, if...
Getting noticed is a matter of… Three S Timing
The middle section of the Watertight Marketing Framework shows how developing a range of time-chunked materials will help you to earn the right to increasing durations of a person’s time. Once you have these materials in place, you need to...
Are you earning the right to time?
This is the third in a series of posts looking at The Watertight Marketing Framework. Today, we’re looking at your marketing timing, i.e. how to get people to spend time with you. A person’s time is precious. It’s a person’s gift to allow you...
Leak 5: No Critical Approval
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Leak 6: No Proof
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Leak 7: Information Overload
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Leak 8: How (format)
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Leak 9: Where (channel)
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Leak 10: When (timing)
Getting noticed is a matter of… Three S Timing
The middle section of the Watertight Marketing Framework shows how developing a range of time-chunked materials will help you to earn the right to increasing durations of a person’s time. Once you have these materials in place, you need to...
Are you earning the right to time?
This is the third in a series of posts looking at The Watertight Marketing Framework. Today, we’re looking at your marketing timing, i.e. how to get people to spend time with you. A person’s time is precious. It’s a person’s gift to allow you...
What is Watertight Marketing?
All this week I'll be introducing the Watertight Marketing Framework - giving you the headlines on the key concepts explored in Part Two of the the book. Understanding how real people really buy things is central to getting your business onto...
Leak 11: Who (Influencers)
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Leak 12: What
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Leak 13: No Emotional Impact
Why you should treat your customers like adult cats
I do love to take the opportunity to get a photo of my cat, Dylan, into a presentation. But, there is a serious point to make. A point that any cat 'owner' can relate to. <~ And, there's the thing, you never really 'own' a cat. Now, if...
Getting noticed is a matter of… Three S Timing
The middle section of the Watertight Marketing Framework shows how developing a range of time-chunked materials will help you to earn the right to increasing durations of a person’s time. Once you have these materials in place, you need to...
Are you earning the right to time?
This is the third in a series of posts looking at The Watertight Marketing Framework. Today, we’re looking at your marketing timing, i.e. how to get people to spend time with you. A person’s time is precious. It’s a person’s gift to allow you...