Repurposing content means taking something you’ve already created and giving it a second, third, or fourth life in a different format or channel. Done well, it extends the reach of your best thinking without the time cost of starting from scratch every time. Most marketing teams treat content creation as a one-way conveyor belt: write…
The Gartner Magic Quadrant for marketing automation is one of the most referenced documents in enterprise software procurement. It plots vendors on a two-axis grid, separating Leaders from Challengers, Visionaries, and Niche Players, and it carries enough institutional weight that it regularly shapes shortlists worth hundreds of thousands of pounds. But the quadrant is a…
A marketing strategy is a set of deliberate decisions about who you’re targeting, what you’re offering them, how you’ll reach them, and how you’ll measure whether it’s working. Strip away the frameworks and the slide decks, and that’s what you’re left with: a small number of high-stakes choices that determine whether your marketing budget creates…
The Gartner Magic Quadrant for Content Services Platforms maps the vendors competing to manage, organise, and distribute enterprise content at scale. It evaluates platforms across two axes: completeness of vision and ability to execute, placing vendors into four quadrants: Leaders, Challengers, Visionaries, and Niche Players. What it does not tell you is which platform is…
A persuasive definition is a rhetorical technique that embeds a value judgment inside an apparently neutral definition. Instead of simply describing what a word means, it reframes the concept to steer how the audience feels about it, often without them noticing the move has been made. In marketing, persuasive definitions appear constantly: in how brands…
The Gartner Magic Quadrant is one of the most referenced frameworks in B2B technology buying, and one of the most misread. Being named a Leader tells you that a vendor has strong execution ability and a compelling vision, as assessed by Gartner analysts at a specific point in time, using a specific methodology, for a…
The Gartner Magic Quadrant for account-based marketing platforms maps the vendor landscape across two dimensions: completeness of vision and ability to execute. It is a useful starting point for shortlisting technology, but it is not a buying decision, and treating it like one is where most ABM programmes go wrong before they have even started….
Client churn rate measures the percentage of clients who stop doing business with you over a given period. It is calculated by dividing the number of clients lost during a period by the number of clients you had at the start of that period, then multiplying by 100. Simple enough in theory. In practice, most…
Gartner’s Customer Relationship Management research gives marketing and commercial leaders a structured lens for evaluating CRM vendors, mapping capability gaps, and making platform decisions that can shape go-to-market execution for years. The Magic Quadrant, Peer Insights, and Critical Capabilities reports are genuinely useful starting points. But they are starting points, not answers. The gap between…
The Gartner B2B buying experience research reframes how complex purchases actually happen. Rather than a clean funnel from awareness to decision, B2B buyers cycle through six distinct buying jobs simultaneously, often revisiting earlier stages multiple times before committing. Understanding this changes what sales enablement materials you build, when you deploy them, and who you target…
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