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What makes marketing work? The key difference between people that see a healthy return on their marketing, and those that don’t, is whether the unseen strategic thinking has been done. This episode explores those unseen elements and what's involved.  Key links to accompany this episode: The original blog post is here  The Watertight Marketing Test for you to benchmark your business against the foundations  Key words: Marketing Strategy, Strategic Marketing, Strategic Marketing Projects, Marketing Management, Marketing Activity Planning, Business Strategy. Get a weekly dose of marketing clarity - Subscribe to our newsletter here.

Do your numbers have a narrative? This episode explores how a marketer can use both numbers and narrative to bring a business's vision, values and goals to life. Relates to Flow Foundation Four. Key links to accompany this episode: The original blog post is here The Watertight Marketing book (see Chapter 11) The Watertight Marketing Test (Flow Foundation Four would score low on some questions relating to how clear your vision, values and milestones are and how well they're communicated to the team)  Key Words: Marketing Strategy, Commercial Karma, Marketing Team, Values, Vision, Leadership Team, Stakeholder Communication.   Get a weekly dose of marketing clarity - Subscribe to our newsletter here.

Are you bringing a senior marketer into your business? Or have you had some frustrations with the role? Here's a quick rundown of the key skills to look for in this very special person! Key links to accompany this episode: The original blog post is here The Watertight Marketing book The Watertight Marketing Test (You'll want F1 and F4 to be at least Amber before recruiting into this role.) Key Words: Marketing Director, Marketing Team, Marketing Leadership, Marketing Recruitment Get a weekly dose of marketing clarity - Subscribe to our newsletter here.

Do you need more clients, or more of the right clients? This episode tells you how to use the Profit Purpose Matrix to be selective about your clients. Relates to Touchpoint Leak 12 - What . Key links to accompany this episode: The original blog post (with graphic) is here The Watertight Marketing book (see Chapter 2 and 11) The Watertight Marketing Test (Foundation 1, The Right Work would be low if this is where you need to focus) Key Words: Touchpoint Leaks, Clients, Sales Process, Marketing Leaks, Marketing Gap Analysis, PP Matrix, Profit Purpose Matrix, Objection Handling, Leak 12, #tweakyourleaks Get a weekly dose of marketing clarity - Subscribe to our newsletter here.

Do you want to win the argument or build trust? This post explores the way we approach the concerns that buyers, or their trusted allies, might have. Relates to Touchpoint Leak 5 - No Critical Approval. Key links to accompany this episode: The original blog post is here The Watertight Marketing book (see Chapter 2 and 7) The Watertight Marketing Test (Foundation 2, Balanced Routine would be low if this is where you need to focus)  Key Words: Touchpoint Leaks, Customer Journey, Sales Process, Marketing Leaks, Marketing Gap Analysis, Marketing Investments, Sales, Veto, Objection Handling, Leak 5, #tweakyourleaks Get a weekly dose of marketing clarity - Subscribe to our newsletter here.

The Thirteen Touchpoint Leaks is probably the framework I have shared with the most people. 5000 or so at last count. it is a way of mapping marketing investments against a sales journey to determine where to focus your effort. This is a mini introduction to the concept. Key links to accompany this episode: The original blog post is here The Watertight Marketing book (see Chapter 2) The Watertight Marketing Test (Foundation 2, Balanced Routine would be low if this is where you need to focus)  Key Words: Touchpoint Leaks, Customer Journey, Sales Process, Marketing Leaks, Marketing Gap Analysis, Marketing Investments, #tweakyourleaks Get a weekly dose of marketing clarity - Subscribe to our newsletter here.

Does your business want growth in lifetime value, margin or volume? You'll need different marketing levers for each! Key things to think about in getting your sales people, marketers, and customer service folk, to work well together. This posts looks at the marketing levers you need to support healthy sales flow in the long-term, and how to compound the value you build by working from the bottom up. Companion links: The original written post is here The Watertight Marketing Book The Watertight Marketing Test Key Words: Customer Lifetime Value, Sales Conversions, Volume Growth, Lead Generation, Customer Retention, Business Growth, Scale Up.  Get a weekly dose of marketing clarity - Subscribe to our newsletter here.

Key things to think about in getting your sales people, marketers, and customer service folk, to work well together. This is the first in a series of posts exploring effective working across sales, marketing and service teams to ensure effective (and profitable) customer journeys. Companion links: The original written post is here The Watertight Marketing Book The Watertight Marketing Test Key Words: Sales and Marketing, Teamwork, Customer Journey, Sales and Marketing Alignment, Collaboration Get a weekly dose of marketing clarity - Subscribe to our newsletter here.

This post looks signs that it is the marketing skills of the MD that are holding the business back. If you're the MD of a growing business, ask yourself these 10 questions. For a more detailed rundown of the 24 questions bryony asks all ambitious MDs, head to the 'MD's Marketing Checklist' FREE video course here. Companion links: The original written post is here The Watertight Marketing Book The Watertight Marketing Test   Key Words: Marketing Strategy, Business Growth, Growth Marketing, MD Skills, Leadership Skills Get a weekly dose of marketing clarity - Subscribe to our newsletter here.

This post runs through six sure signs that your marketing operation is highly effective and will almost certainly deliver the growth you're looking for. For a more detailed rundown of the 24 questions bryony asks all ambitious MDs, head to the 'MD's Marketing Checklist' FREE video course here. Companion links: The original written post is here The Watertight Marketing Book The Watertight Marketing Test   Key Words: Marketing Strategy, Marketing Skills, Business Growth, Growth Marketing Get a weekly dose of marketing clarity - Subscribe to our newsletter here.

This post runs through 8 things to look out for, and questions to ask yourself, to determine if your marketing is letting you down. For a more detailed rundown of the 24 questions bryony asks all ambitious MDs, head to the 'MD's Marketing Checklist' FREE video course here. Companion links: The original written post is here The Watertight Marketing Book The Watertight Marketing Test   Key Words: Marketing Strategy, Marketing Skills, Business Growth, Growth Marketing Get a weekly dose of marketing clarity - Subscribe to our newsletter here.

This post looks at the different competitors you have at different stages in a buying decision, with examples of marketing that can be used to address them. Companion links: The original written post is here The Watertight Marketing Book The Watertight Marketing Test   Key Words: Competitors, Competitor Review, Real Competitors, The Right Work, Competitor Analysis  Get a weekly dose of marketing clarity - Subscribe to our newsletter here.