Channel performance analysis is the process of evaluating how each marketing channel contributes to business outcomes, not just traffic or clicks. Done properly, it tells you where to invest more, where to cut, and where your attribution model is lying to you. Most businesses do some version of this. Fewer do it well. The gap…
The Gartner CMO Spend Survey is the closest thing marketing leadership has to an annual health check. It tracks how much CMOs are spending, where budgets are shifting, and what pressures are shaping decisions at the top of the function. If you lead a marketing team or run an agency, it is worth reading carefully,…
A growth strategies framework is a structured approach to deciding how a business will expand, whether by selling more to existing customers, entering new markets, developing new products, or some combination of all three. The framework matters because growth is not a single motion. It is a set of choices, and the wrong choice at…
A go-to-market strategy is a plan that defines how a company will bring a product or service to its target customers, generate demand, and convert that demand into revenue. It covers positioning, audience targeting, channel selection, pricing approach, and the sequencing of activity across launch and beyond. Most templates you find online treat it as…
Porter’s Five Forces is a framework for analysing the competitive structure of an industry. Developed by Michael Porter at Harvard Business School, it examines five pressures that collectively determine how attractive an industry is and how much pricing power any single player can realistically hold. The five forces are: competitive rivalry, the threat of new…
Porter’s Five Forces is a structural analysis framework that maps the competitive forces shaping an industry. Developed by Michael Porter at Harvard Business School, it identifies five pressures: competitive rivalry, threat of new entrants, threat of substitutes, bargaining power of buyers, and bargaining power of suppliers. Together, they determine how much profit potential exists in…
A financial marketplace ideal customer profile is a detailed, evidence-based description of the customer segment most likely to convert, retain, and generate sustainable revenue for your platform. It goes well beyond demographics, combining behavioural signals, financial context, and decision-making patterns to give your marketing and product teams a shared, actionable definition of who you are…
A VP of Marketing sits at the intersection of commercial strategy and execution. The role is responsible for building the function that generates demand, shapes perception, and supports revenue growth, while managing the people, budget, and processes that make it work at scale. It is one of the most operationally complex leadership roles in any…
A growth strategy template is a structured framework that defines where a business will grow, how it will get there, and what success looks like in measurable terms. Done well, it connects market opportunity to commercial execution across audience, channel, positioning, and investment priorities. Most templates you find online are either too abstract to be…
A growth strategy framework is a structured approach to identifying where your business can grow, which levers to pull, and in what order. Done well, it connects market opportunity to commercial priorities and gives your teams a shared logic for making decisions. Done badly, it becomes a slide deck that everyone references and nobody follows….
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