Barriers to growth, and how marketing can help: Pricing

Posted by Malcolm Johnston on Mar 21, 2018 11:09:07 AM


A friend of yours invites you a charity gala dinner organised by her business. By coincidence, you both turn up at the same time, her Jag just beating your Golf into the car park.

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Topics: Business Growth, Lead Generation, Marketing Team

Marketing Theory for Non Marketers – Customer retention

Posted by Richard Hancock on Feb 20, 2018 10:02:59 AM

 In a growth-driven world, businesses often focus on the new: new markets, clients, products or services. Too often they miss our most reliable source of profit – existing customers. The probability of selling to an existing customer is somewhere between 60% and 70%  compared to between 5% and 20% for successfully selling to a new prospect. They’re also cheaper to market to, it costs three times as much to win a new customer as it does to retain an old one. 

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Topics: Business Growth, Marketing Team, Marketing Tactics, Marketing ROI

The Marketing Bookclub, October 2017 – By Bernard Page

Posted by Bernard Page on Oct 25, 2017 2:33:46 PM

Why have you chosen ‘Good to Great’?

‘Level 5 Leadership’; ‘The Hedgehog Concept’; ‘Get on the bus’. So many business clichés can be traced back to Jim Collins’ ‘Good to Great’ – first published in 2001 and today an industry standard. Albeit a controversial one.

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Topics: Marketing Team, Marketing Tactics

7 questions to ask before you set your 2018 marketing budget

Posted by Richard Hancock on Oct 20, 2017 10:23:38 AM

If you haven’t started budgeting for 2018, what are you waiting for?

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Topics: Marketing Team, Marketing Tactics

Abort, abort! The two things you never want to hear from your marketing supplier

Posted by Rob Croxall on Oct 17, 2017 8:35:00 PM


Marketing waffle is everywhere.

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Topics: Marketing Team

What should your marketing dashboard look like?

Posted by Julie Brook on Oct 17, 2017 1:53:00 PM


This article was previously published on the Vistage website, at Marketing has a reputation for being a bit... nebulous. Qualitative. We’ve even heard it described as ‘fluffy’. Your efforts (should) have a tangible impact on the bottom line, but too often business owners find themselves wondering exactly what their marketing team are up to. Marketing can't afford to be vague; it can and should be as accountable as every other department. Marketers should be able to tell you what they're doing and why, and how their efforts are improving results for the business.

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Topics: Brand Building, Lead Generation, Marketing Team

Every business should market more to their existing clients: three metrics to prove it

Posted by Ged Leigh on Jun 14, 2017 10:42:00 AM

 Getting a new customer might feel more glamorous than retaining one, but your chance of making a new sale with an existing customer is 60-70%. That same statistic for a new prospect is just 5-20%. And yet, the never-ceasing search for the secret that will see your marketing connect to an ever increasing group of new customers is the ultimate goal for some.

This article was originally published at

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Topics: Business Growth, Marketing Team, Marketing Tactics

What’s the best CRM on the market? It doesn’t matter...

Posted by Malcolm Johnston on May 10, 2017 10:09:00 AM

It doesn’t matter? Really?

Surely it DOES matter which CRM you decide to use? To some extent, you’re right - but many businesses go into the decision-making process the wrong way round.

Generally, a business owner will realise (or have been told) that they need a CRM, purchase a system and then attempt to work out how it can meet their needs. Without this pre-planning, the tool is used badly, and when usage slows, it’s the system itself that is blamed for the waste of resources.

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Topics: Marketing Team, Marketing Tactics

In our words: The Marketing Centre story

Posted by Clare Methven on May 4, 2017 12:00:00 AM

In 2010, The Marketing Centre founders Lucy Hogarth and Clare Methven set out to reinvent the way small and medium-sized businesses access senior-level marketing skills. Seven years on, our team of part-time expert Marketing Directors continues to grow – proving the need for marketing expertise via a cost-effective model focussed on long-term results. So what’s the story behind the business, and where are we going?

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Topics: Marketing Team

Marketing Theory for Non Marketers – Sales alignment

Posted by Rob Croxall on Apr 12, 2017 1:49:00 PM


It’s fair to say that salespeople and marketing departments don’t always see eye to eye. Sales blame marketing for delivering low volume or low-quality leads. In turn, marketing criticise sales for not converting enough of their well thought out strategy into a return on investment.

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Topics: Marketing Team, Marketing ROI

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