A competitive intelligence professional gathers, analyses, and translates information about competitors, markets, and industry dynamics into decisions that give a business a measurable edge. The role sits at the intersection of research, commercial strategy, and communication, and it is considerably more demanding than most job descriptions suggest. Done well, it is one of the highest-leverage…
Jobs to Be Done is a theory of customer motivation developed by Clayton Christensen that reframes why people buy products. Instead of asking who the customer is, it asks what job they are hiring the product to do. That shift in question changes everything about how you position a brand. Christensen argued that customers do…
Senior marketing job titles follow a broadly consistent hierarchy across most organisations: Director of Marketing, VP of Marketing, SVP of Marketing, and Chief Marketing Officer, with variations depending on company size, structure, and whether the business is public or private. Understanding where each title sits, what it owns, and how it differs from the one…
AI will replace some marketing jobs. Not all of them, not most of them, but some, and probably more than the optimists are currently willing to admit. The more honest question is not whether displacement will happen, but which roles are genuinely at risk, which are not, and what separates the two categories. After two…
Becoming a CMO requires more than accumulating marketing experience. The executives who reach that role combine commercial fluency with the ability to lead teams, manage boards, and make decisions under uncertainty. Most senior marketers have the skills. Fewer have built the credibility that makes a business trust them with the top seat. This is a…
Content marketing for professional services works differently from almost every other sector. The audience is sceptical, the sales cycle is long, and the decision is rarely made by one person. Generic content strategies built for e-commerce or SaaS will not translate, and applying them without adjustment is one of the most common and costly mistakes…
Customer success and customer support are not the same function wearing different name badges. Support is reactive: a customer has a problem, you solve it. Success is proactive: you work to ensure the customer never reaches the point where a problem threatens their relationship with you. Conflating the two is one of the more expensive…
Professional crisis management is the discipline of identifying, containing, and communicating through a reputational or operational threat before it compounds. Done well, it limits damage, preserves trust, and sometimes strengthens a brand’s standing. Done poorly, or too slowly, it becomes the story. Most organisations have a crisis plan. Very few have tested it under real…
Programmatic job advertising uses automated technology to buy, place, and optimise job postings across multiple channels simultaneously, adjusting spend in real time based on performance data. Done well, it reduces cost-per-applicant, improves candidate quality, and gives talent acquisition teams the kind of spend control that job board contracts never could. Done poorly, it becomes an…
Customer experience and user experience are not the same thing, and treating them as interchangeable is one of the more common ways businesses end up optimising the wrong problem. Customer experience covers the full relationship a person has with a brand, from first awareness through to post-purchase and beyond. User experience is narrower: it describes…
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