Pipeline metrics tell you what you want to hear more often than what you need to know. A pipeline that looks healthy in your CRM can mask a sales process that is stalling, a marketing function that is filling the top of the funnel with the wrong prospects, or a revenue forecast that is built…
Balancing brand awareness and conversion goals in paid media is less a technical problem than a strategic one. Most paid media programmes fail not because the targeting is wrong or the bids are off, but because the business hasn’t decided what it actually wants the money to do. Run brand and conversion campaigns without a…
Marketing attribution models assign credit to the channels and touchpoints that contribute to a conversion. The model you choose shapes how you read performance, where you invest budget, and which teams get rewarded. Get it wrong and you end up optimising for the wrong things. There is no attribution model that tells you the complete…
A positioning formula is a structured statement that defines who you serve, what you offer, why it matters, and what makes you different from every alternative your buyer could choose. Done well, it becomes the anchor for every sales conversation, every campaign brief, and every piece of copy your team produces. Done badly, it becomes…
A positioning statement is a single, internally facing declaration that defines who your product is for, what it does, and why it beats the alternative. It is not a tagline, not a mission statement, and not a value proposition, though all three should flow from it. Get it right and every downstream decision, from messaging…
The revenue retention formula measures how much recurring revenue a business keeps from its existing customer base over a defined period, expressed as a percentage. Net revenue retention (NRR) goes further, factoring in expansions, upsells, and contractions alongside churn to give a complete picture of revenue health. If your NRR is above 100%, your existing…
The principles of persuasion are a framework for understanding why people say yes. Drawn from decades of behavioural research and sharpened by commercial practice, they describe the conditions under which people change their minds, lower their resistance, and take action. Understanding them is not optional for serious marketers. It is the foundation. What separates marketers…
Leading upwards means actively managing your relationship with the people above you in an organisation, shaping how they see your work, your team, and your priorities. It is not flattery, and it is not politics. It is a professional skill that determines whether good marketing work gets funded, defended, and acted on, or quietly shelved….
Share of voice measures the proportion of total market conversation, advertising, or search visibility that your brand owns relative to competitors. In its simplest form: your mentions, impressions, or spend divided by the total across all players in the category, expressed as a percentage. That definition is accurate. It is also almost entirely useless without…
A growth review is a structured assessment of where your business growth is actually coming from, what is driving or constraining it, and whether your current strategy is built to sustain it. Done properly, it forces honest answers to questions most leadership teams prefer to sidestep. Most companies skip this work entirely, or they run…
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