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Using Metrics to get Buy-in From Your Colleagues

Using Metrics to get Buy-in From Your Colleagues

Are you getting results you and your business needs from marketing? Since you’re investing time, energy and money on marketing, you’ll no doubt be thinking (and others asking) about value for money, return on investment and how to measure marketing success.

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What skills does a marketing director need?

What skills does a marketing director need?

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 by distinguishing the three marketing budgets, index-linking your requests, and using Visual Budgeting to express your rationale.

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How do you get buy-in to your marketing budget?

How do you get buy-in to your marketing budget?

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 by distinguishing the three marketing budgets, index-linking your requests, and using Visual Budgeting to express your rationale.

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What is marketing strategy, and whose job is it?

What is marketing strategy, and whose job is it?

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 sits within your organisation and whether your colleagues see it as you do can vary enormously. So, the starting point for a marketing strategist is often being clear about what strategy is and isn’t.

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Does your business have a common language?

Does your business have a common language?

Without having a common definition, and alignment on what marketing is, does and how it works, the likelihood of making great decisions is pretty low. So, let’s look at how you reach a common language.

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Marketing, sales and service – who does what, when?

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

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Do you have the tools to match your skills?

Do you have the tools to match your skills?

You can grow a business on sales skills alone, but why would you make your life harder than it needs to be. Investing in tools to match your skills will get you further faster. In this post, Bryony looks at the difference between tools and skills and why a scaling business needs both.

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How Inside Travel Group got their marketing stars aligned

How Inside Travel Group got their marketing stars aligned

“A printed copy of the Watertight Marketing Team Alignment and Benchmark engagement report has been on my desk permanently since I received it well over a year ago because we refer to it all the time as a guiding light for our ongoing marketing decisions.” Simon King, Director

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Why should you invest in marketing when sales are soaring anyway?

Why should you invest in marketing when sales are soaring anyway?

10 reasons to invest in a marketing operation when times are good…
“Most of the businesses that we work with on a marketing transformation have a sales team. In fact, most have an excellent sales team on whom the growth to that point can be credited. Further to this, in many of our most committed clients, the sales are already soaring. In working with CEOs, MDs, and Sales Directors in this context, it’s natural to question why they need marketing at all.” ~ Bryony Thomas, Author | Watertight Marketing

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Is it time to Validate Concerns rather than Overcome Objections?

Is it time to Validate Concerns rather than Overcome Objections?

If we take the perspective that 1) Most third parties who have an opinion about a purchase decision at this stage in the process have the best interests of the buyer in mind; 2)Their opinion makes complete sense from their perspective; and that, 3)Nobody likes being told that they’re wrong… then looking again at the wisdom of Objection Handling can turn your thinking inside out.

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