Account-Based Marketing / Account Cultivation and Growth / 30 Oct, 2018

The buyer journey has changed – has your value proposition?

Just when you thought there wasn’t anything left to disrupt, businesses are finding themselves blindsided by the fact that traditional buyer journeys have changed for good – rendering their value propositions and their sales and marketing processes obsolete.

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Account-Based Marketing / 29 Aug, 2018

How to avoid arriving at the RFP table cold

Build a winning strategy with an Account-Based Marketing approach You get one shot at articulating your capabilities and convincing a prospective client that they should choose you over some tough competition. Yet, all too often, companies are coming to the RFP table cold. Why? Because, currently the average complex deal has 7 decision makers involved,…

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Thought Leadership / 06 Jun, 2017

Why there’s value in your agency being ‘slow’

For a couple of years now advertisers have been gradually leaning more towards in-house services and away from agency outsourcing. A recent ISBA study has translated this trend into numbers, and put forward the main reason behind it: agencies thought to be too slow. The advertisers’ issue centres around urgency. They want briefs to be...

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Business / 31 May, 2017

How IBM stabbed their workforce – and themselves – in the back

In light of IBM’s decision to repeal their famous ‘work-from-home’ policy, I hope you’ll forgive me for asking the question: have they completely lost the plot? According to Geoffrey James of Inc., they may well have. He writes, ‘You'd think that IBM's executives would realise that the company's unparalleled record of financial growth and innovation...

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Business / Diversity & Inclusion / Strategy / 08 May, 2017

4 reasons why diversity should be on your strategic agenda

Have a skim over any corporate Twitter feed and you’re likely to encounter a healthy dose of diversity messaging. While few are doing anything as disastrous as Pepsi’s recent faux pas, much of what appears is little more than a box-ticking exercise with no real substance behind it. For me, this represents a huge missed…

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Business / Diversity & Inclusion / Strategy / 28 Mar, 2017

Why Your B2B Marketing Content is Probably Sexist

Last week, while watching the video of Mary Beard’s excellent London Review of Books Winter Series lecture on Women in Power, I was struck by her focus on language – in particular on the way in which language that excludes women from power has become part of our everyday lexicon. Women, Beard points out, are…

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Design / Digital / Strategy / 18 May, 2016

Internet of everything. Or Internet of isolation?

Now, don’t get me wrong. I love digital and technology. I eat it up for breakfast. I’m lost without my iPhone – as I discovered recently when I realised I’d raced out of the house without it. Total panic set in – how would anybody reach me? How would I contact them? Of course I…

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Account Cultivation and Growth / Business / Strategy / Thought Leadership / 13 May, 2016

How well do you know your business enemy?

Dunkirk. The Blitz spirit. Famous examples where people displayed an extraordinary courage and pulled together in a cohesive manner not seen in calmer, safer times. Threat brings humans closer together. Focus becomes sharper, clearer, streamlined and more meaningful – whether the threat turns out to be real or imagined. Without this, we live in a…

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