Balanced Routine

Second Flow Foundation

Your Exercise Plan

Go to: F1 | F3 | F4

A balanced marketing routine is one that has an effective tool or technique mapped to every step of a decision journey.

Balanced Routine

A Balanced Marketing Routine is one that is carefully mapped to ensure that every step a person’s buying decision is supported with effective marketing tools. This is like a well-rounded exercise plan.

You’ll get a sense that you’re on wobbly ground with this one if your individual marketing tools are good – but despite that you’re not getting the results you want. You may find that you get plenty of leads, but they don’t convert, or conversely you convert brilliantly but don’t have enough interested enquirers. In each instance, this is often because you have missing links in your path to purchase, or an unbalanced marketing routine.

Go to: F1 | F3 | F4

Strategic Projects

Journey Mapping

Map out the stages and steps in a buying journey to understand the marketing tasks at each.

Messaging Matrix

Identifying compelling messages for every step of a sale, using The Logic Sandwich model.

Tool Selection

Identifying an integrated set of marketing tools using The Time Triangle framework.

Identifying Influencers

Identifying the third parties that impact different stages in the buying journey, using the Influencer Icecream model.

Priority Planning

A sequenced plan of which investments to make, clarified into a Do It, Delay It, and Ditch It List.

Marketing Activity Plan

Collation of these elements into a one page marketing activity plan per journey.

Marketing Gap Analysis

Assessment of the marketing you have in place to identify the opportunities for improvement, using a Touchpoint Leak™  Traffic Light.

Marketing Tool Investments

Suggested tool selection and investments to support the identified customer journeys, using the Leak Tweak Themes.

Client Example


Hollie Brooks, co-founder of Audenza (an online retailer of beautiful things for your home and garden) uses the Touchpoint Leak™  Assessment as a core tool in their business.

In her first year of applying the assessment, and then systematically tweaking their Red leaks to Amber, they doubled both their profit and their turnover. This was achieved by working through the Masterplan programme and with internal resource and elbow grease.

In the second year of applying this, they felt confident to make deeper investments, including a full rename and rebrand. They doubled again in this 12-month window.

Is the ‘Balanced Routine’ where you need to focus marketing energy?

Find out if the second Flow Foundation most needs your attention with our 10-minute benchmarking test.

Everything we do with our clients is focused on ensuring that marketing is set up to support more, and more profitable, sales flow into your business. The Watertight Marketing Test breaks down your overall marketing flow score across the Four Flow Foundations, you can to pinpoint precisely where to focus your marketing energy.

  • First Flow Foundation: The Right Work 77% 77%
  • Second Flow Foundation: Balanced Routine 24% 24%
  • Third Flow Foundation: Baseline Rhythm 52% 52%
  • Fourth Flow Foundation: Maintain Momentum 73% 73%

Answer the Questions

Rate yourself from 0-10 on a set of quick questions.

Get Your Report

Your individual report is emailed to you as a PDF.


Book a Review Call

Talk it through with one of our marketing strategists.

Flow Foundations Cycle
Strategic Thinking Toolkit

For Marketers that Mean Business

Our proven process is organised into the four Flow Foundations, which underpin confident marketing decisions that lead to sustained and sustainable sales growth.

F1: First Flow Foundation

The Right Work

A healthy client mix is made up of those that serve both purpose and profit, ensuring your business is energised and resourced.

F2: Second Flow Foundation

Balanced Routine

A balanced marketing routine is one that has an effective tool or technique mapped to every step of a decision journey.

F4: Fourth Flow Foundation

Maintain Momentum

Maintaining enthusiasm is made possible by a compelling business vision that is translated into a clear plan.

F3: Third Flow Foundation

Baseline Rhythm

A commitment to marketing that is consistently delivered at intervals and pace matched to your market.

Work With Us

Plan out your Balanced Routine

Courses in strategic marketing thinking

Train your marketers and senior leaders in world-class thinking tools to enable confident marketing decisions that underpin sustainable business growth.

Hands-on consultancy for your business

Work with a Master Practitioner to implement Watertight Thinking as the core organising framework for growth strategy in your business.

Join our members' club for marketers

Join our supportive community of experts and peers to get the right tasks ticked off in the Make Marketing Happen Club.

Strategic Thinking Tools for Marketers that Mean Business

Small Businesses Matter

Thriving small businesses are the results of countless hours of emotional and financial energy. Often the founders and directors have risked their mortgages, marriages, mental health, and more on the journey. They do this whilst creating meaningful livelihoods for thousands of people. When these people tell us that their marketing isn't quite working, we know it really matters.