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Watertight Wednesday

What makes for a good marketing leader

What makes for a good marketing leader

One thing is certain in a marketing role. You’ll want to show the impact marketing has – to the leadership team, board, stakeholders or the wider business. At this month’s roundtable we chatted about what quick wins you can show, what successes are longer term and what milestones you can put in place that will show progress.

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How to show impact: quick wins and long-term success

How to show impact: quick wins and long-term success

One thing is certain in a marketing role. You’ll want to show the impact marketing has – to the leadership team, board, stakeholders or the wider business. At this month’s roundtable we chatted about what quick wins you can show, what successes are longer term and what milestones you can put in place that will show progress.

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Building your credibility

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?

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Marketing’s role in employer marketing

Marketing’s role in employer marketing

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 discussed what makes for good (and bad) employer marketing and the role marketing can play to support the HR team.

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Developing a ‘journey brain’

Developing a ‘journey brain’

Marketers are familiar with the customer journey. It’s the starting point for our thinking, strategies and plans. But what are the other ‘journeys’ in the business – employees, other stakeholders, growth? How can marketing contribute to and enhance these?

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Getting your FD onboard and loving marketing

Getting your FD onboard and loving marketing

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 and enthusiastic support

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What does a business leader need to know about marketing?

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.

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How marketing supports sales: volume, margin and lifetime value

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.

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Creating seamless marketing, sales and service teams

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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