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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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Assessing organisational receptiveness
Why is it that the same marketer can thrive in one organistion and shrivel in another? Assuming a similarly decent product, market, budget, etc. — when it comes to marketing, we think there are two other key ingredients to look for from the leadership team and key players in other disciplines. Let’s look at the impact of differing levels of leadership support and engagement.
How marketing supports sales: volume, margin and lifetime value
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 support different kinds of growth – existing customers, warm prospects as well as engaging with the right prospects.
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.
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The latest posts…
What does a business leader need to know about marketing?
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 what experience they have of what good marketing does.
Assessing organisational receptiveness
Why is it that the same marketer can thrive in one organistion and shrivel in another? Assuming a similarly decent product, market, budget, etc. — when it comes to marketing, we think there are two other key ingredients to look for from the leadership team and key players in other disciplines. Let’s look at the impact of differing levels of leadership support and engagement.
How marketing supports sales: volume, margin and lifetime value
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 support different kinds of growth – existing customers, warm prospects as well as engaging with the right prospects.
#WatertightWednesday Write-ups
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...
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
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...
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...
How do your colleagues see marketing?
< Back to the Blog If you are a marketer in a scaling business, the first audience you should be characterising is your colleagues. How they perceive marketing has a direct impact on how effective you can be in your role. Let's take a look at how they might see it,...
Listen to all the podcasts from the Watertight Wednesday roundtables here
Posts by Framework
Flow Foundations
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...
How to get buy-in on your marketing budget
< Back to the Blog Getting the backing of your board for the marketing budget you need to do a good job is a key skill of a client-side marketer. If you're getting push back on your budget requests, here are three key ways to get better buy-in. We invite you to...
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...
Touchpoint Leaks™
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...
Marketing In Action: Receipt Bank turns happy customers into a sales engine
< Back to the Blog Mobilising the goodwill of happy customers is so powerful. I've recently started using Receipt Bank, and there's a little thing they do that I thought I'd share with you. Now, we have nothing to do with this bit of marketing cleverness, but it...
10 ways to build great customer loyalty
< Back to the Blog We've talked before about the importance of building customer loyalty, and it's no accident that the first of the 13 Touchpoint Leaks is "Forgotten Customers". It's been said before, and it will be said again. But actually cultivating loyalty in...
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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