Richard Rumelt’s framework for strategy is built on one uncomfortable observation: most organisations mistake goals for strategy. Good strategy, in Rumelt’s terms, has a diagnosis, a guiding policy, and coherent actions. Bad strategy is a list of ambitions dressed up in strategic language. For marketers, the distinction matters more than almost any framework you will…
Retail personalization has moved well beyond putting a customer’s first name in a subject line. The “Internet of Me” describes a consumer reality in which shoppers expect every touchpoint, from the product recommendation to the returns process, to reflect who they are, what they want, and when they want it. Retailers who treat personalization as…
Digital strategy consulting is the work of helping organisations make better decisions about how they use digital channels, tools, and data to achieve commercial goals. At its best, it closes the gap between what a business thinks it is doing online and what is actually happening. At its worst, it produces decks that validate existing…
Industry market share rankings in 2025 map the competitive landscape across major sectors, showing which companies hold dominant positions, where consolidation is accelerating, and where challenger brands are finding room to grow. They are a useful strategic input. They are not a strategy in themselves. The mistake most marketing teams make is treating market share…
Business digitalization strategy is the process of embedding digital tools, data, and processes into the core of how a company operates and goes to market. Done well, it reshapes how you acquire customers, serve them, and retain them. Done badly, which is far more common, it becomes a long and expensive exercise in buying software…
Cultural issues in mergers and acquisitions are responsible for more failed integrations than bad financials, poor strategy, or flawed due diligence combined. The numbers look right, the synergies get presented in a deck, and then two organisations spend the next three years quietly undermining each other while leadership wonders why the projected value never materialised….
A data mesh strategy is an architectural approach that distributes data ownership across business domains rather than centralising it in a single team or platform. For marketing leaders, it matters because it determines who controls the data that feeds your campaigns, your attribution models, and your growth decisions. Most marketing teams encounter data mesh as…
Consumer insights marketing is the discipline of turning what you know about your buyers , their behaviours, motivations, frustrations, and unmet needs , into decisions that drive growth. It is not a research exercise. It is a commercial one. The companies that do it well build strategies around reality rather than assumption, and the difference…
The best Chief Revenue Officers I’ve encountered don’t run sales. They run alignment. The CRO role exists because revenue stopped being a single department’s problem and became everyone’s, and the companies that grow fastest are the ones that figured out how to connect marketing, sales, and customer success under one commercial logic. What separates the…
Agentic AI refers to systems that can plan, decide, and act across multiple steps without waiting for a human to approve each move. In digital customer engagement, that means AI that can handle a service query, update a CRM record, trigger a follow-up sequence, and escalate to a human agent, all within a single interaction,…
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