Posts on Watertight Wednesday

What to insource and what to outsource

As any in-house marketer will tell you, there will come a time when you might need to use external specialists. There are all sorts of factors involved in deciding what to keep in-house and what might need outsourcing.

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.

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.

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.

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.