A Vice President of Customer Success is the executive accountable for post-sale revenue: retention, expansion, and the structural health of the customer base. The role sits at the intersection of commercial strategy and operational delivery, and in most organisations that take it seriously, it reports directly into the CEO or CRO rather than being buried…
Amazon’s Net Promoter Score sits consistently in the range of 50 to 60, which places it among the stronger performers in retail but well below the scores that tend to get quoted in breathless case studies. That number matters less than what sits behind it: a company that has spent two decades treating customer experience…
An unoptimized content strategy is not one that lacks SEO tags or misses a publishing schedule. It is one where the content exists for reasons that have nothing to do with business outcomes. Most content problems are not technical. They are strategic, and they start with the wrong question. Teams optimise for volume, consistency, and…
A B2C marketing plan is a structured document that defines how a business will attract, convert, and retain individual consumers, connecting marketing activity directly to commercial outcomes. It covers audience segmentation, channel strategy, budget allocation, and measurement, and it works best when it is built around how people actually buy rather than how a marketing…
A SWOT analysis for Microsoft reveals a company that is, by almost any commercial measure, in an extraordinary position: dominant in enterprise software, cloud infrastructure, and productivity tools, with a balance sheet that most businesses could not imagine. But the most useful version of this analysis is not a celebration of market cap. It is…
A Ford SWOT analysis maps the company’s strengths, weaknesses, opportunities, and threats across one of the most scrutinised automotive businesses on the planet. Ford has $185 billion in annual revenue, a 120-year brand heritage, and a product portfolio spanning commercial trucks, electric vehicles, and legacy combustion models. Understanding where it sits strategically matters not just…
Most marketing emails are the wrong length, not because they are too long or too short, but because length was never a deliberate decision. The honest answer to how long a marketing email should be is this: long enough to earn a click, short enough to hold attention, and structured around what the reader needs…
Outsourced email marketing means handing some or all of your email programme to an external team, whether that’s a specialist agency, a freelance strategist, or a managed service provider. Done well, it gives you professional execution without the overhead of building an in-house capability. Done poorly, it gives you a lot of sends, mediocre copy,…
Video marketing strategy covers the decisions that determine whether video content drives business results or just accumulates views. The fundamentals are the same whether you’re producing a broadcast commercial or a short-form social clip: clear objective, right format for the channel, and a creative idea that earns attention rather than demanding it. Where most video…
Affiliate marketing for influencers is a performance-based arrangement where creators earn a commission on sales or conversions they drive, tracked through unique links or discount codes. It shifts the commercial relationship from a flat fee for content to a revenue share tied to results, which changes the incentives on both sides of the deal. Done…
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