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A Dose of Watertight Wisdom
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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How close are you to your FD?
How close are you with your FD? Having a good relationship with finance is important. Getting them on-board and enthusiastically supporting your strategy and plan is often a key piece to get right. But all too often, finance think that marketing is solely there to spend money and view sales more warmly because they can see direct income from the fruit of their endeavours
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.
Assessing organisational receptiveness
Why is it that the same marketer can thrive in one organistion 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 leadership team and key players in other disciplines. Let’s look at the impact of differing levels of leadership support and engagement.
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The latest posts…
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
How close are you to your FD?
How close are you with your FD? Having a good relationship with finance is important. Getting them on-board and enthusiastically supporting your strategy and plan is often a key piece to get right. But all too often, finance think that marketing is solely there to spend money and view sales more warmly because they can see direct income from the fruit of their endeavours
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.
#WatertightWednesday Write-ups
What to insource and what to outsource
< Back to the Blog 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. It might be that you don’t...
Using Metrics to get Buy-in From Your Colleagues
< Back to the Blog For any marketing role I’ve been in and with any marketer I talk to, metrics and measuring marketing success is a key issue. We’re often asked about the number of leads we’re going to generate or how many people we’ll get to an event. These are...
What skills does a marketing director need?
< Back to the Blog If you’re aiming for the most senior marketing position or are already there, what skills make this role a success? Our roundtable discussion this month looked at this topic through three lenses: bridging business strategy into marketing...
Find all of the write-ups here
Building a Marketing Team
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...
Creating an organisational marketing capability
< Back to the Blog Effective marketing is as much a matter of organisational context as it is individual competence. For marketing to work, two key ingredients are: good marketers and a well-organised, productive marketing team. However, for the whole business to...
What to insource and what to outsource
< Back to the Blog 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. It might be that you don’t...
Listen to all the podcasts from the Watertight Wednesday roundtables here
Posts by Framework
Flow Foundations
The important role of critics and champions in your business
< Back to the Blog My daughter and I have been singing the Strictly Come Dancing theme tune to each other with excitement all week. We've watched it together since she was born and we're looking forward to this year's launch show tonight. Chatting about the judges,...
Using Metrics to get Buy-in From Your Colleagues
< Back to the Blog For any marketing role I’ve been in and with any marketer I talk to, metrics and measuring marketing success is a key issue. We’re often asked about the number of leads we’re going to generate or how many people we’ll get to an event. These are...
What skills does a marketing director need?
< Back to the Blog If you’re aiming for the most senior marketing position or are already there, what skills make this role a success? Our roundtable discussion this month looked at this topic through three lenses: bridging business strategy into marketing...
Touchpoint Leaks™
Is it time to Validate Concerns rather than Overcome Objections?
< Back to the Blog It’s received wisdom amongst many sales professionals that a key part of their role is to overcome the objections that people may have to buying what they have on offer. Indeed, many a training session and book can be found on the skills involved...
Critical ways brands can improve the quality of their customer interactions
Typically, the businesses we work with are in the £2-20m turnover bracket. But, the Watertight approach was borne out of my previous life working with much larger brands, like Microsoft, Lloyds TSB, and Experian. It doesn't matter how big or small your business is......
Can your potential buyers picture your products?
One to the key tasks of your marketing is to help your customers to get a sense of what it would be like to work with you, or own your products, before they become a customer. In the Watertight Marketing methodology, we talk about this specifically as part of the...
Logic Sandwich
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The Time Triangle
Hard-sell only works once
< Back to the Blog This post was written in 2012 and approved at the time of writing. KashFlow (www.kashflow.com), providers of online accounting software for small businesses, exhibited at business events in their early days. I interviewed them to appear as an...
Influencer Icecream
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Profit Purpose Matrix
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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
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...
How to bring some personality to your blog
This is the third in a series of five blogs on blogging this week. A business blog is one of the simplest ways of overcoming Leak #7 (Information Overload) of the Thirteen Touchpoint Leaks. It acts as invitation information and a stepping stone between...
Business blogs – the good, the great and the gratuitous
All this week, I’ll be blogging about blogging – sharing tips, hints and musings on how to make a blog the hub of your new business operation. A business blog is one of the simplest ways of overcoming Leak #7 (Information Overload) of the Thirteen...
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)
How to bring some personality to your blog
This is the third in a series of five blogs on blogging this week. A business blog is one of the simplest ways of overcoming Leak #7 (Information Overload) of the Thirteen Touchpoint Leaks. It acts as invitation information and a stepping stone between...
Business blogs – the good, the great and the gratuitous
All this week, I’ll be blogging about blogging – sharing tips, hints and musings on how to make a blog the hub of your new business operation. A business blog is one of the simplest ways of overcoming Leak #7 (Information Overload) of the Thirteen...
Six internal business benefits of blogging
All this week, I'll be blogging about blogging - sharing tips, hints and musings on how to make a blog the hub of your new business operation. A business blog is one of the simplest ways of overcoming Leak #7 (Information Overload) of the Thirteen...
Leak 11: Who (Influencers)
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Leak 12: What
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Leak 13: No Emotional Impact
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...
How to bring some personality to your blog
This is the third in a series of five blogs on blogging this week. A business blog is one of the simplest ways of overcoming Leak #7 (Information Overload) of the Thirteen Touchpoint Leaks. It acts as invitation information and a stepping stone between...
Business blogs – the good, the great and the gratuitous
All this week, I’ll be blogging about blogging – sharing tips, hints and musings on how to make a blog the hub of your new business operation. A business blog is one of the simplest ways of overcoming Leak #7 (Information Overload) of the Thirteen...