All Episodes
Episodes
How do your colleagues perceive marketing?
Topic: How do your colleagues perceive marketing? If you are a marketer in a scaling business, the first audience you should be characterising is your colleagues. How they perceive marketing has a direct impact on how...
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What is marketing strategy?
Topic: What exactly is marketing strategy, how is it different from a tactical plan? This discussion looks at defining and sequencing strategic questions, and helping non marketers understand what is needed to enable...
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Getting buy-in on your marketing budget
Topic: Many people not in the marketing team have a view that marketing budgets are not always well justified. They can come across as more of a cost rather than being activities from which the business can derive...
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What skills does a marketing director need?
Topic: If you’re in this role or are looking to be in this role, it’s important to know what good looks like. You’ll be a key strategic member of the leadership team (or should be) but it’s not always true that the MD...
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Using metrics to get buy-in from your colleagues
Topic: 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...
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What to insource and what to outsource
Topic: Marketing’ can mean anything from setting the growth strategy of your business to making an attractive social media image. In this session, we explore which skills you should have in your own team, and which...
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The ingredients of an organisational marketing capability
Topic: What does an organisational marketing capability look like? We talk about the characteristics of marketing capability, the importance of getting the MD on-board first, the effect marketing maturity and people's...
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Shining a light on your vision, values and goals
Topic: Whilst it might be up to the Board to agree vision, values and milestones, it's marketing’s role to turn them into something that engages and inspires employees, suppliers, clients and prospects. In this...
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What matters most to effective marketing, context or competence?
Topic: Competence has long seen to be a key factor in determining how effective your marketing is. We see this as a combination of experience, knowledge and skills.
Those factors are no doubt important. However, a...
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Creating seamless marketing, sales and service teams
Topic: 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...
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Growth stacking: lifetime value, margin, volume
Topic: 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...
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What a business leader needs to know about marketing
Topic: Many MDs and CEOs of ambitious businesses have told us that they’re not 100% sure they know enough about marketing to make sound decisions. This has a material impact on the success of marketing and...
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