Customer partnership is the practice of formalising the relationship between a brand and its most engaged customers, turning what is usually a passive transaction into an active, mutually beneficial commercial arrangement. Done well, it is one of the most cost-efficient acquisition and retention strategies available to a marketing team, because the trust is already there….
A channel sales strategy is a structured approach to selling through third-party partners , resellers, distributors, VARs, agents, or affiliates , rather than directly to the end customer. Done well, it extends your commercial reach without proportionally expanding your headcount. Done badly, it creates a layer of complexity that slows everything down and obscures accountability….
Qualifying leads from partner channels is harder than qualifying leads from your own campaigns, because you didn’t control the message that brought them in. A reseller, an affiliate, a technology partner, or a referral network each applies its own filter, its own framing, and its own commercial incentive before a lead ever reaches your CRM….
Product marketing managers sit at the intersection of customer insight, competitive positioning, and commercial strategy, which makes them one of the most qualified people to shape how a product is priced. Not to own the number outright, but to ensure the number reflects what the market will actually bear, what customers genuinely value, and what…
A product qualified lead is a user who has experienced meaningful value from your product before your sales team makes contact. Unlike a marketing qualified lead, which is based on behaviour signals like email opens or content downloads, a PQL is grounded in actual product usage. The user has done something inside the product that…
SaaS market segmentation is the process of dividing your total addressable market into distinct groups based on shared characteristics, so you can target the right buyers with the right message at the right price point. Done well, it is the difference between a product that grows predictably and one that churns through customers who were…
Apple marketing strategies work because they treat desire as the product, not a byproduct. The company does not sell specifications. It sells a feeling of belonging to something considered, refined, and worth paying more for. That positioning is not accidental, and it is not magic. It is the result of deliberate choices made consistently over…
Hiring a CMO is one of the most consequential decisions a business can make, and one of the most commonly botched. The role sits at the intersection of commercial strategy, brand, performance, and people leadership, and most hiring processes are not built to assess any of those things properly. Done well, a CMO hire accelerates…
Base segmentation is the process of dividing your existing customer base into distinct groups based on shared characteristics, behaviours, or value, so you can allocate resources, tailor messaging, and prioritise growth efforts where they will have the most commercial impact. It is not the same as acquisition segmentation. It starts with people who already buy…
Brand metrics are the measurements marketers use to track how a brand is performing beyond direct sales: awareness, perception, preference, trust, and loyalty. The right set of brand metrics tells you whether your positioning is landing, whether your audience is moving in the right direction, and whether the money you are spending on brand is…
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