by glewindon | Apr 15, 2026 | Uncategorized
‘Aligning marketing to business finances is not only accepted… it’s expected’ In an early role as an in-house marketer, I had no visibility of the organisation’s financial targets. They were considered irrelevant to my role. Even...
by glewindon | Mar 17, 2026 | Uncategorized
Are your customer and market insights based on assumptions, observations or ad hoc feedback? Have you sidelined or avoided structured market research because it’s too difficult, too expensive or you simply don’t have time? Maybe you’ve gathered lots of customer...
by glewindon | Mar 6, 2026 | Uncategorized
The results reveal the extent of the disparity between small and large businesses. In January 2026, the UK Government published the second wave of its multi-year study into relationship between data use and UK business productivity. The Department for Science,...
by glewindon | Mar 3, 2026 | Uncategorized
Confusion around what segmentation is can make it feel impossible to tackle. Many organisations find it hard to distinguish between segmenting and targeting activity, or whether they need segments or personas (short answer – it’s probably both, but they serve...
by glewindon | Oct 12, 2025 | Uncategorized
Flipping the traditional marketing funnel When we consider the traditional marketing funnel it’s easy to see why we feel pressured when it comes to sales. We’re focused on what we need to do: raise awareness, get people interested, persuade them to consider us,...
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