Competitive intelligence techniques are the structured methods marketers use to gather, analyse, and act on information about competitors, markets, and customer behaviour. Done well, they sharpen positioning, expose gaps in competitor strategy, and give you a clearer picture of where to place your bets. Done badly, they produce slide decks full of logos and pricing…
Omnichannel analytics is the practice of connecting customer data across every touchpoint, channel, and interaction to build a coherent picture of how people move toward a purchase, and what keeps them coming back. Done well, it shifts your understanding from “which channel drove the conversion” to “how do all of these channels work together to…
Marketing sourced pipeline is the total value of sales opportunities that originated from a marketing activity, whether that is a content download, a paid search click, an event registration, or an inbound enquiry. It is one of the most commercially important metrics marketing can own, and one of the most contested inside any revenue team….
Decision-based evidence making is the practice of reaching a conclusion first, then selecting data to support it. It is the reverse of evidence-based decision making, and it is far more common in marketing than most practitioners would like to admit. The result is strategy that feels rigorous because it is wrapped in numbers, but is…
Competitive analysis in strategic planning is the process of systematically evaluating your competitors’ positioning, capabilities, and behaviour to inform your own strategic choices. Done well, it tells you where the market is contested, where it is open, and where your assumptions about the competitive landscape are wrong. Most marketing teams do a version of it….
Market mapping analysis is the process of plotting competitors, customer segments, or product positions against two or more strategic dimensions to reveal where the market is crowded, where it is underserved, and where your brand has a credible right to win. Done well, it turns a sprawling competitive landscape into a clear visual argument for…
Myopic loss aversion is the tendency for people to feel losses more acutely than equivalent gains, and to make decisions based on short-term pain rather than long-term benefit. It was formalised by behavioural economists Richard Thaler and Shlomo Benartzi, and it sits at the heart of why buyers hesitate, stall, or walk away from decisions…
An omnichannel strategy connects every customer touchpoint, online and offline, so that the experience feels continuous regardless of where or how someone engages with your brand. It is not about being present everywhere. It is about making each interaction feel like it belongs to the same conversation. The difference between a brand that gets this…
The worst rebrands in history share a common thread: they were driven by internal logic that had no connection to what customers actually valued. A new logo, a new name, a new visual identity, none of it matters if the brand equity being replaced was worth more than the one being built. The companies that…
Persuasive techniques are the specific mechanisms that shift how buyers think, feel, and decide. Not vague principles about “building trust” or “creating value,” but concrete tools that work because they align with how human cognition actually operates. Used well, they close the gap between a buyer who is interested and a buyer who acts. The…
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