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I’m sitting on a train to London. The hills are rolling by and it’s a dreary day, with a pinky, orange hue over the grey clouds. I’m sitting in a backward facing seat which isn’t my favourite thing. I’m off to run a workshop on benchmarking and forecasting marketing...
Recently I had the good fortune to attend the Gartner Symposium in the Gold Coast, Australia. I thought I’d made it – 30 degree heat, wall-to-wall sunshine, miles and miles of golden coastline and a laisse-faire attitude to this perfect holiday destination....
It’s no big secret that digital transformation is a big consideration for many marketing functions and those in marketing leadership positions. The pace of change and technology available to shape digital strategy within an organisation is pushing firmly at the heels...
For a digital leader, implementing digital change across a business is a daunting task. Couple that with a siloed team, lack of support and understanding from key stakeholders, and learning about the process at the same time, it can be overwhelming. How to move...
I’ve been an agency girl all my life and have been lucky enough to work in excellent agencies. Back in one of my first agencies, Proximity London, the client services team had relationship training. It was about understanding people, matching similar personality types...
I’m sat on a train eavesdropping on nearby conversations. I’ve been listening to a young woman opposite me talking on her phone about finishing up her sociology and psychology degree. When she’s finished, the stranger next to her says “are you going to analyse us all...
In our office, we like marketing metrics. It isn’t just about what worked and what didn’t, it’s understanding why and acting on it. If you don’t know what performed well and don't have an understanding of 'why', then how can you improve the marketing performance...
One of the things that many marketers grapple with is knowing which few key business metrics to report on to the management team. This was a hot topic in a recent BrightTalk round table discussion that I was honoured to be part of. In truth, we could have spent the...
Okay, ‘fail’ is a pretty strong word, but when it comes to a B2B marketing strategy that doesn’t work surely that is failure? There are usually plenty of reasons for marketing not working out and there are some common culprits that can claim their part in poor...
Forrester, along with Heidrick & Struggles, found in a survey that nearly 80% of CMOs want to prove their capabilities as business or strategy leaders. To achieve this, making metrics meaningful is crucial. This requires good and thorough planning. Here are the...