Market research for product testing is the process of gathering structured feedback from real or representative customers before a product launches, so you can identify problems, validate assumptions, and reduce the risk of a costly miss. Done well, it tells you not just whether people like your product, but whether they will pay for it,…
A situation analysis is a structured assessment of where a business stands before any marketing strategy is written. It maps internal strengths and weaknesses against external market conditions, competitive dynamics, and customer realities, giving planners a factual foundation rather than a set of assumptions dressed up as insight. Done properly, it stops teams from building…
A CMO organization is the structure of people, roles, and reporting lines that sits underneath a Chief Marketing Officer. Get it right and you have a team that can grow revenue, adapt to market conditions, and hold its own in the boardroom. Get it wrong and you have a politics-heavy, channel-siloed function that spends more…
A crisis management team is the group of people responsible for making decisions, coordinating communications, and protecting an organisation’s reputation when something goes wrong. The composition of that team, and the clarity of roles within it, determines whether a crisis is contained or compounds. Most organisations don’t fail in a crisis because they lacked a…
Building a marketing team is one of the most consequential decisions a business makes, and one of the most poorly executed. Get the structure right and you have a function that drives growth, holds its own in commercial conversations, and compounds value over time. Get it wrong and you end up with a collection of…
Digital marketing public relations is the practice of earning online visibility through editorial coverage, content partnerships, influencer alignment, and search-optimised storytelling, rather than paying for media placement. It sits at the intersection of traditional PR discipline and digital performance thinking, and when it works, it compounds. Coverage earns links. Links build authority. Authority improves organic…
B2B buyer behavior in 2025 looks almost nothing like it did five years ago. Buyers are completing more of the purchase experience independently, involving more stakeholders, and arriving at vendor conversations already formed in their views. The sales teams still running playbooks built for a different era are not losing on price or product. They…
Competitive business intelligence is the structured process of gathering, analysing, and acting on information about your competitors, market conditions, and industry dynamics to inform strategic decisions. Done well, it tells you not just what competitors are doing, but why, and what it means for your own positioning and resource allocation. Most businesses have some version…
Researching customer needs means systematically gathering evidence about what your customers are trying to accomplish, what gets in their way, and what they value when choosing between options. Done well, it tells you not just what people say they want, but what their behaviour suggests they actually need. Most teams skip the hard part and…
SaaS advertising works best when it treats growth as a two-stage problem: creating demand from audiences who don’t know you exist, and capturing demand from those already looking for a solution. Most SaaS teams only do the second half, then wonder why their pipeline stalls after the first year. The mechanics of paid search and…
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