Branding business to business works on the same fundamental principles as any other branding, but the context changes almost everything. You are selling to people who are accountable for decisions, who buy in groups, and who live with the consequences of getting it wrong. That changes how brand needs to work, what it needs to…
Fractional CMO costs typically run between $5,000 and $20,000 per month, depending on the scope of work, the experience level of the individual, and how many days per month they commit to your business. At the lower end, you’re buying light strategic input from someone building their consulting practice. At the upper end, you’re getting…
The BCG Growth Share Matrix is a portfolio analysis tool developed by Boston Consulting Group in the early 1970s. It plots business units or products across two axes, market growth rate and relative market share, and sorts them into four quadrants: Stars, Cash Cows, Question Marks, and Dogs. Used well, it gives leadership a common…
B2C and B2B e-commerce marketing budgets are structured differently because the underlying commercial mechanics are different. B2C budgets are built around volume, speed, and emotional triggers. B2B budgets are built around relationship length, purchase complexity, and the reality that no single person makes the buying decision alone. Get that distinction wrong and you will either…
A marketing measurement framework is a structured approach to deciding what you measure, why you measure it, and how you connect marketing activity to business outcomes. Done well, it gives you an honest approximation of what is working. Done poorly, it gives you a dashboard full of numbers that nobody trusts and nobody acts on….
Scaling an affiliate program without losing brand control is one of the harder operational challenges in performance marketing. The economics are attractive, the channel is measurable, and the upside compounds quickly. But every new affiliate you add is someone publishing content under your brand’s implied endorsement, and that risk multiplies faster than the revenue does….
Marketing effectiveness measurement is the discipline of connecting marketing activity to business outcomes, not just tracking what happened but understanding what it caused. Done well, it gives leadership teams an honest read on which investments are working, which are not, and where the next pound or dollar of budget will do the most good. Done…
Shopper marketing strategy is the discipline of influencing purchase decisions at and around the point of sale, by understanding how shoppers actually behave rather than how brands assume they do. It sits at the intersection of brand strategy, retail execution, and consumer psychology, and when it is done well, it closes the gap between awareness…
Growth strategies during high inflation require a different operating logic than the one most marketing teams have spent the last decade optimising for. When costs rise faster than revenue, the instinct is to cut spend and defend margin. That instinct is understandable. It is also, in most cases, the wrong call. The brands that come…
Setting marketing goals for B2B SaaS revenue means working backwards from the number that matters: annual recurring revenue. Most marketing teams set goals around activity, traffic, or leads, and then wonder why the board doesn’t take them seriously. The discipline is in connecting every marketing objective to a specific revenue outcome, with a clear line…
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