Obviously Awesome by April Dunford is one of the few marketing books that earns its reputation. It makes a single, commercially important argument: most companies fail not because their product is bad, but because they have positioned it in a way that makes it invisible or confusing to the people who would buy it. The…
Omnichannel integration is the practice of connecting every customer-facing channel, online and offline, so that the experience a customer has in one place is consistent with, and informed by, what happened in every other. Done well, it means a customer who browses on mobile, asks a question via chat, and buys in-store feels like they’re…
Tracking customer success initiative effectiveness means connecting what your CS team does day-to-day to outcomes the business actually cares about: retention, expansion revenue, and long-term customer value. Most companies measure activity instead. They count calls made, tickets closed, and health scores updated, then wonder why the board still questions the ROI of customer success. The…
Economy of scarcity is the principle that perceived or real limits on availability increase the desirability of a product, service, or offer. When supply appears finite, demand intensifies, decisions accelerate, and buyers who were sitting on the fence start moving. It is one of the oldest mechanisms in commercial psychology, and it works because it…
The sales and marketing efficiency ratio measures how much revenue a business generates for every dollar spent on sales and marketing combined. Calculated by dividing new revenue by total sales and marketing costs over the same period, it tells you whether your go-to-market engine is getting more efficient as you scale, or quietly becoming more…
A brand crisis is not primarily a communications problem. It is a business problem that has surfaced in public. The instinct to treat it as a messaging exercise, to draft holding statements and brief spokespeople, is understandable but often wrong. When your brand becomes the story, the question is not what to say. It is…
A pipeline review using analytics means examining your marketing and sales data at each stage of the funnel to identify where leads are progressing, where they are stalling, and what the data suggests you should do differently. Done well, it turns a status meeting into a decision-making session. Done badly, it becomes a slide deck…
A sample marketing budget is a structured allocation of spend across channels, functions, and time periods, designed to connect marketing investment to measurable business outcomes. It is not a spreadsheet template you fill in once and forget. It is a working document that reflects your commercial priorities, your stage of growth, and the tradeoffs you…
Predicting churn is the practice of identifying customers who are likely to leave before they actually do, using behavioural signals, engagement patterns, and purchase history to flag at-risk accounts in time to act. Done well, it shifts your retention effort from reactive damage control to something closer to proactive relationship management. Most businesses know churn…
Brand competitive analysis is the process of systematically evaluating your competitors’ positioning, messaging, channel presence, and commercial behaviour to identify opportunities, threats, and gaps your own strategy should address. Done well, it moves you from reacting to competitors to anticipating them. Most teams do some version of this. Few do it in a way that…
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