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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.
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What matters most to effective marketing, context or competence?
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 doesn’t provide the right context.
Growing business through increased volume
In Bryony’s original blog ‘Growth: Do you want lifetime value, margin or volume?’, she explained the different types of growth a business can achieve through putting the right kind of marketing in place across the customer journey. She also explained how the Watertight Marketing methodology maps across that journey, and can be used to identify, prioritise, and address any gaps.
In this article, we take a deeper look at the ‘volume’ part of that concept, and how it relates to what many people think is marketing: generating leads
The Rhythm of Resilience in Business
A new cohort has just started our 12-month marketing leadership programme. The first month focuses on the Flow Foundations (see Chapter 2, Watertight Marketing – 2nd Ed.). Every coaching session I had with our clients this month had a theme… rhythm. That is, what is the cadence of focus across the four foundations, or do you have to do them all equally all of the time?
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Creating seamless marketing, sales and service teams
10 years ago the CIM predicted that by 2022 there would be no such thing as separate marketing and sales departments. It turned out to be wishful thinking, but it is no less important today that customer services, sales and marketing work hand-in-hand.
There are all sorts of reasons why they are often separate, but the best reason for them not to be is that they are supporting the same customer journey.
What matters most to effective marketing, context or competence?
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 doesn’t provide the right context.
Right, Said Bry!
We had a bit of a celebration to mark the milestone of 10 years since the Watertight Marketing book came out at the end of January. With all due credit to Bernard Cribbins for the original song, Tony Coll, wrote and performed a custom witty ditty for the event. It was superb.
#WatertightWednesday Write-ups
How to shift the perception of marketing in your organisation
< Back to the Blog How do your colleagues perceive marketing? Roundtable discussion (56 minutes)How do your colleagues see marketing? Do they see it as strategic? Central to everything in the business and firmly at the core of operations? Or is marketing a...
Find all of the write-ups here
Building a Marketing Team
How do you get buy-in to your marketing budget?
< Back to the Blog Many people not in the marketing team have a view that marketing budgets are not always well justified. They can come across as more of a cost rather than being activities from which the business can derive real – even long-term – value. So how...
What is marketing strategy, and whose job is it?
< Back to the Blog What is marketing strategy? Roundtable discussion (58 minutes)How do you draw the distinction between strategy and tactics? More importantly, what do others in your business think strategy is and who needs to be involved? Where marketing strategy...
What is a marketing strategy and strategist?
< Back to the Blog One of the key things we work on with clients is anchoring marketing activity into the business strategy. To do this, we often have to unpick the ideas people have about what a marketing strategy is, and the role of a strategist in doing it. We...
Listen to all the podcasts from the Watertight Wednesday roundtables here
Posts by Framework
Flow Foundations
What is marketing strategy, and whose job is it?
< Back to the Blog What is marketing strategy? Roundtable discussion (58 minutes)How do you draw the distinction between strategy and tactics? More importantly, what do others in your business think strategy is and who needs to be involved? Where marketing strategy...
What is a marketing strategy and strategist?
< Back to the Blog One of the key things we work on with clients is anchoring marketing activity into the business strategy. To do this, we often have to unpick the ideas people have about what a marketing strategy is, and the role of a strategist in doing it. We...
Does your business have a common language?
< Back to the Blog Even a seemingly simple question - such as 'what is the purpose of marketing for your business?' - will often elicit many and varied responses within an organisation. Without having a common definition, and alignment on what marketing is, does...
Touchpoint Leaks™
Who has the power of veto?
← Back to Case Studies MRG Systems engaged a Certified Practitioner to undertake a full Touchpoint Leak™ Assessment to set priorities, and then ongoing consulting engagements to roll out the tweaks to their marketing leaks. Business-to-Business Marketing Case Study:...
Where does telemarketing sit in your toolkit?
< Back to the Blog Telemarketing is a hotly debated topic in both sales and marketing circles. It's a bit of a love/hate relationship. Anyone who knows the Watertight Marketing methodology will know that we're advocates of gentle permission-led marketing. But, that...
How to choose a CRM system for small business
< Back to the Blog I am continually asked how to choose CRM for small business. Our clients are typically step-up businesses. That is, they are onto some thing and they now want to scale it up. At some point in this journey their data needs and automation desires...
Logic Sandwich
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The Time Triangle
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Influencer Icecream
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Profit Purpose Matrix
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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
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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)
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Leak 11: Who (Influencers)
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Leak 12: What
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Leak 13: No Emotional Impact
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