Porter’s Five Forces is one of the most cited frameworks in business strategy, and one of the least carefully read. The original 1979 Harvard Business Review article by Michael Porter laid out a structural model for analysing industry competition, and the decades of academic literature that followed have both validated and complicated it in ways…
Digital advocacy platform evaluation comes down to a deceptively simple question: does this tool help real people say real things that move real buyers? Most platforms on the market can generate activity. Far fewer can demonstrate that the activity produces commercial outcomes. Before you sign a contract, you need a framework that separates the ones…
The share of voice formula is straightforward: divide your brand’s measured presence by the total measured presence in a category, then multiply by 100 to get a percentage. In paid search, that means your impressions divided by total available impressions. In social, it might be your brand mentions divided by all brand mentions across the…
Lead quality versus quantity is one of the oldest arguments in marketing, and most teams are still losing it. The short answer: more leads is rarely the right goal. A smaller pipeline of well-qualified prospects will almost always outperform a larger one filled with people who were never going to buy. The longer answer is…
A market analysis report is a structured document that maps the size, shape, and dynamics of a market: who the customers are, who the competitors are, what forces are shaping demand, and where the commercial opportunities sit. Done well, it gives leadership a shared, evidence-based picture of the environment they are operating in. Done badly,…
A customer maturity model maps where your customers sit in their relationship with your category, your product, and your brand, so you can deploy the right message, the right offer, and the right channel at the right moment. Without one, you are almost certainly spending money persuading people who are already convinced, and ignoring people…
The freemium business model gives users permanent access to a core product at no cost, with revenue generated when a subset upgrades to paid features, higher usage limits, or premium tiers. It is not a pricing strategy in the conventional sense. It is a distribution strategy with a monetisation layer bolted on, and the distinction…
A marketing organizational chart maps reporting lines and team structure, but its real value is diagnostic. The way a marketing function is organized tells you what leadership believes marketing is for, where power sits, and which capabilities the business is prepared to invest in. Get the structure wrong and even talented people will underperform. Most…
Account-based marketing best practices are not complicated in theory. You identify high-value accounts, align sales and marketing around them, and run coordinated campaigns that treat each account as a market of one. The gap is almost never in the strategy. It is in the execution, the internal alignment, and the honest assessment of whether ABM…
Adobe’s acquisition of Workfront in 2021 for $1.5 billion was not a content play or a creative tool expansion. It was a direct move into marketing operations, bringing project management, workflow automation, and cross-functional coordination inside the Adobe ecosystem. For senior marketers, the more important question is not what Adobe bought, but what it signals…
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