The virtues of great leadership? Discretion and loyalty
Secret MarketerOur marketer on the inside reflects on what the thousands of posts, talks and articles on leadership don’t address about the key to success.
Believe you can elevate marketing from its tactical rut
Secret MarketerThere is a significant role for marketing in any organisation seeking growth, but only if allowed to flex its strategic muscles.
Marketers must learn to wield AI like an extension of their own cunning
Secret MarketerThe best marketers will learn when and how to use AI to their advantage without letting it run the show.
The increasing disappearance of the CMO role should be a wake-up call the industry
Secret MarketerWhy are so many companies ditching the CMO? It’s happened before but this time around it feels like a seismic shift in how businesses view marketing leadership.
Good technology won’t make up for a bad creative idea
Secret MarketerAll too often brands put the emphasis on data and technology instead of coming up with solid creative ideas.
It’s normal to feel doubt in your marketing strategy – but hold the course
Secret MarketerMetrics don’t always show us what we want to see – but don’t throw away years of work on a whim. Sometimes it is important to remind yourself of why you implemented your strategy in the first place.
Marketers are often playing a second game of chess against an unseen opponent
Secret MarketerMarketers usually know when and where to pick their battles – but an unseen change in approach can fundamentally alter everything they’ve planned in an instant.
It’s possible to turn restructures from cost-saving crisis to strategic advantage
Secret MarketerRestructuring shouldn’t always be seen as a negative – it can be used as an opportunity to address fundamental issues and reset the position of marketing in the organisation.
Is your marketing plan a rabbit or a duck?
Secret MarketerMarketers should borrow from the ‘duck-rabbit illusion’ when thinking about what their marketing plan is trying to achieve to ensure direct marketing activity isn’t compromised by an injection of emotion and brand-building campaigns aren’t undermined by focusing on product.
Win over the board with an earthquake – and then a climax
Secret MarketerThe professionalisation of marketing has brought many benefits – but that innate ability to spin a yarn to capture the attention of the board has been left in the past.
It’s not always easy but there are ways to win over the board
Secret MarketerFrom setting the context to being clear on the question you are answering, our marketer on the inside shares how to ensure board level conversations go to plan.
Three simple approaches to cut the strings that pull on your mind
Secret MarketerThere is real clarity in simplicity, but it takes hard work and awareness. Here are three simple approaches marketers can take to achieve that sometimes elusive goal.
Creativity is marketers’ last legal unfair advantage – and I don’t mean advertising
Secret MarketerOur marketer on the inside argues that as people move up the career ladder what they gain is often not as precious as what they leave behind.
Marketers, be careful not to lose your strategic focus and grip
Secret MarketerAs part of a mini-series looking at the different stages of planning, from strategy setting and targets to budget, our marketer on the inside shares how they are overcoming some of the common pitfalls.
Never underestimate the value of setting realistic, ambitious, time-bound goals
Secret MarketerAfter identifying core segments and updating the positioning for most brands over the past few months, our secret marketer has now reached the end of strategy development. Next up: setting objectives.