Brand health KPIs are the metrics used to measure how a brand is perceived, recalled, and preferred over time. The useful ones track awareness, consideration, preference, loyalty, and net promoter sentiment across defined audience segments, giving you a structured read on brand equity that pure performance data cannot. The problem is that most brands either…
CAC payback period is the number of months it takes to recover the cost of acquiring a customer through gross margin generated by that customer. To calculate it, divide your Customer Acquisition Cost by your Monthly Recurring Revenue per customer multiplied by your gross margin percentage. If your CAC is £1,200 and a customer generates…
A Head of Content is the senior leader responsible for building and running a content function that drives measurable business outcomes. Not just editorial output, not just brand voice, but a content operation that connects directly to pipeline, retention, and market positioning. Most companies hire for this role too late, scope it too narrowly, or…
A go-to-market launch has a product marketing manager at its centre, but the role is frequently misunderstood, under-resourced, or crowded out by other functions who assume they own the same territory. At its core, PMM owns the translation layer: turning product capability into market-facing positioning, and making sure every team touching the launch is working…
Revenue and bookings are not the same number, and treating them as if they are is one of the most common ways a go-to-market strategy gets built on a false foundation. Bookings represent committed future value, what a customer has agreed to pay. Revenue is what has actually been earned and recognised under your accounting…
Application marketing strategy is the plan that determines how an app acquires users, retains them, and converts them into revenue. Most apps don’t fail because the product is bad. They fail because the marketing is built around capturing intent that already exists, rather than creating demand that didn’t. That distinction matters more for apps than…
Marketing key performance indicators are the metrics you use to track whether your marketing is working. But most KPI frameworks are built to measure activity, not outcomes, which means they tell you a lot about what marketing is doing and very little about what it is delivering. The difference matters more than most marketing teams…
Customer success organization structure determines whether your post-sale function drives revenue or just manages complaints. The most effective structures align CS teams directly to retention, expansion, and revenue outcomes, not ticket volumes or satisfaction scores that look good in a slide deck but tell you nothing about whether customers are actually staying. Get the structure…
Product led marketing is a go-to-market approach where the product itself drives acquisition, retention, and expansion, rather than relying on traditional sales and advertising to pull people in. Instead of marketing the product and then delivering it, the product becomes the marketing. Users experience value before they commit, and that experience does the persuasion work….
B2B customer segmentation is the process of dividing your business customers into distinct groups based on shared characteristics, so you can prioritise the right accounts, tailor your messaging, and allocate resources where they will actually return something. Done well, it is the foundation of every commercial decision that follows. Done poorly, it is a spreadsheet…
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