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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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The real secrets of marketing excellence
A few weeks back we ran a webinar delving into the detail of our recently published research report. The topic of the session was how marketing leaders create strategic and operational excellence. In this blog we look at the four ways to do that.
Finding, employing and keeping the right people
Marketers are sometimes, but not always, involved in employer marketing – that is, finding, employing and keeping brilliant people. We’ve worked with clients who have successfully applied Watertight Thinking and used our tools to help them build a robust marketing plan to recruit the right people. Although it’s the HR team that’s lead, what the marketing team can bring to support them has been game-changing.
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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The latest posts…
The real secrets of marketing excellence
A few weeks back we ran a webinar delving into the detail of our recently published research report. The topic of the session was how marketing leaders create strategic and operational excellence. In this blog we look at the four ways to do that.
Finding, employing and keeping the right people
Marketers are sometimes, but not always, involved in employer marketing – that is, finding, employing and keeping brilliant people. We’ve worked with clients who have successfully applied Watertight Thinking and used our tools to help them build a robust marketing plan to recruit the right people. Although it’s the HR team that’s lead, what the marketing team can bring to support them has been game-changing.
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?
#WatertightWednesday Write-ups
What does a business leader need to know about marketing?
< Back to the Blog “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...
How marketing supports sales: volume, margin and lifetime value
< Back to the Blog “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...
Creating seamless marketing, sales and service teams
< Back to the Blog “10 years ago the Chartered Institute of Marketing predicted that there would be no separation between sales and marketing. Clearly that hasn’t happened, but why is that? And why does service get left out?” ~ Rachael Wheatley, Managing Director |...
Find all of the write-ups here
Building a Marketing Team
What does a business leader need to know about marketing?
< Back to the Blog “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...
Assessing organisational receptiveness
< Back to the Blog Why is it that the same marketer can thrive in one organisation 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...
How marketing supports sales: volume, margin and lifetime value
< Back to the Blog “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...
Listen to all the podcasts from the Watertight Wednesday roundtables here
Posts by Framework
Flow Foundations
The Rhythm of Resilience in Business
< Back to the Blog A new cohort has just started our 12-month marketing leadership programme. The first month focuses on the Flow Foundations (see Chapter 2, Watertight Marketing - 2nd Ed.). Every coaching session I had with our clients this month had a theme......
Shining a light on your vision, values and milestones
< Back to the Blog “Agreeing vision, values, goals and milestones is a shared responsibility across the leadership team. Marketing’s role is to turn these into something that engages and inspires employees, suppliers, clients and prospects alike. To do that, you...
Do you have a compelling narrative for your numbers?
< Back to the Blog This post is also available over on our PodBlogWhen I ask the leadership team of a growing business about their vision for the next 3-5 years, I will almost always be given a revenue number they want to reach. For me, this is like talking to...
Touchpoint Leaks™
Does your business have a common language?
< Back to the Blog Even a seemingly simple question - such as 'what is the purpose of marketing for your business?' - will often elicit many and varied responses within an organisation. Without having a common definition, and alignment on what marketing is, does...
Marketing, sales and service – who does what, when?
< Back to the Blog 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...
Do you have the tools to match your skills?
< Back to the Blog This post is also available over on our PodBlogWhen helping clients assess themselves to create a Touchpoint Leak Traffic Light Report, we often find that people rate themselves highly based on having someone in their team who is good at a...
Logic Sandwich
Nailed your killer marketing message – what’s next?
Drop the elevator pitch to win more salesIf you just nail that killer marketing message the leads will come rolling in.Right?I’m not so sure.You’ve probably been told that you need a powerful one-liner on the tip of your tongue, ready for that moment at an...
Are you serving up a Logic Sandwich™?
This is the second in a series of posts looking at The Watertight Marketing Framework. Today we're looking at your marketing messaging, i.e. what to say to people, and when. Marketers will often talk about finding your killer message or ‘unique...
What is Watertight Marketing?
All this week I'll be introducing the Watertight Marketing Framework - giving you the headlines on the key concepts explored in Part Two of the the book. Understanding how real people really buy things is central to getting your business onto...
The Time Triangle
Getting noticed is a matter of… Three S Timing
The middle section of the Watertight Marketing Framework shows how developing a range of time-chunked materials will help you to earn the right to increasing durations of a person’s time. Once you have these materials in place, you need to...
Are you earning the right to time?
This is the third in a series of posts looking at The Watertight Marketing Framework. Today, we’re looking at your marketing timing, i.e. how to get people to spend time with you. A person’s time is precious. It’s a person’s gift to allow you...
What is Watertight Marketing?
All this week I'll be introducing the Watertight Marketing Framework - giving you the headlines on the key concepts explored in Part Two of the the book. Understanding how real people really buy things is central to getting your business onto...
Influencer Icecream
How many people have an opinion?
I blogged on Monday about how your business builds up its Commercial Karma through the way it conducts itself with every person it encounters. I often use this phrase, and people seem to like it, but perhaps don't take it as seriously as they could. I'd...
How’s your Commercial Karma?
It can seem like successful marketing is about continually getting more and more people to notice you. But, what about the people your organisation has already touched in some way? What legacy does your business leave in its non-marketing...
Profit Purpose Matrix
Will this new client energise your business?
< Back to the Blog Saying no to new clients is one of the most important things you need to do to grow a healthy business. There's a lot written about creating a profile for your 'ideal customer'. We think it's as important to truly understand, and have the...
How do you find clients that sustain you energetically and financially?
< Back to the BlogThis post is also available over on our PodBlogFor many of our clients, it's not necessarily that they need more clients, it's that they need more of the right clients. And, in many more cases, once this has been clearly defined and a strategy put...
What are sustainable sales results?
We talk about marketing that underpins sustainable sales results. So, let's explore exactly what we mean by that, and why it's so important to get to a point where your sales really do meet these criteria. There are three ways in which sales need to be sustainable if...
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
How to incorporate a Gateway Product to win more business
Getting from general awareness to a new paying customer is a stepped journey in most business settings. Indeed, for many it’s a delicate dance akin to an intricate Quickstep. One of the most important stepping stones is the one that sees a...
Get luckier… do more marketing
Have you ever noticed how when you ask people how they landed a big client, they’ll often say it was just luck that they were in the right place, at the right time. Ok, so sometimes luck plays a part… but you can be a whole lot luckier if you know where...
Why marketing is a load of old twaddle
Ok, that's the polite version of the headline. Feel free to make an internal translation on that last word. Because that's what people do all the time. What you say isn't always what people hear. They interpret your words with their own...
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)
Get luckier… do more marketing
Have you ever noticed how when you ask people how they landed a big client, they’ll often say it was just luck that they were in the right place, at the right time. Ok, so sometimes luck plays a part… but you can be a whole lot luckier if you know where...
Why marketing is a load of old twaddle
Ok, that's the polite version of the headline. Feel free to make an internal translation on that last word. Because that's what people do all the time. What you say isn't always what people hear. They interpret your words with their own...
Why you should treat your customers like adult cats
I do love to take the opportunity to get a photo of my cat, Dylan, into a presentation. But, there is a serious point to make. A point that any cat 'owner' can relate to. <~ And, there's the thing, you never really 'own' a cat. Now, if...
Leak 11: Who (Influencers)
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Leak 12: What
Should you be saying ‘No’ to new business?
< Back to the Blog This post is also available over on our PodBlogDoing the wrong kind of work is so damaging, I've included it as one of the Four Foundation Foundations in Watertight Marketing. Which means that learning when, and how, to say no to a potential new...
Understanding the Awareness Equation
I’m often found telling businesses that they’ll never find a marketing silver bullet, or a magic formula to sales success. But, there’s one exception, and that’s The Awareness Equation. Applying it to your marketing is extremely powerful. It is the secret...
Leak 13: No Emotional Impact
The only 5 things you should be doing in social media
< Back to the Blog Social media marketing can seem like a bit of a minefield. It can also seem like there’s a dizzying amount to learn before you can even get started. But, it really breaks down into four activities and one core skill – which are common across...
Get luckier… do more marketing
Have you ever noticed how when you ask people how they landed a big client, they’ll often say it was just luck that they were in the right place, at the right time. Ok, so sometimes luck plays a part… but you can be a whole lot luckier if you know where...
Why marketing is a load of old twaddle
Ok, that's the polite version of the headline. Feel free to make an internal translation on that last word. Because that's what people do all the time. What you say isn't always what people hear. They interpret your words with their own...