Lizzy Knights-Ward

Posts by Lizzy Knights-Ward

  • How to build a marketing plan amid uncertainty

    How to build a marketing plan amid uncertainty

    September 28, 2020

    Marketing runs on plans. One of the most disorientating aspects of 2020 is that our plans have had to change – but without clear, confirmed, new strategies to replace them. Forecasting even six months ahead is fraught with risk. Our planning horizons are shrinking and the plans that we do make come with far more uncertainty. As a marketing manager, your role...

  • Strive for sales and marketing alignment

    Strive for sales and marketing alignment

    September 15, 2020

    The stress test. An age-old tool which can help you understand how robust your processes are during times of high pressure. Generally speaking they can cover any scenario, but very few businesses will have tested for the six months of turmoil that 2020 has brought along. Nevertheless, in 2018 the Harvard Business Review put B2B sales and marketing through a...

  • Resilience tips for Marketing Managers

    Resilience tips for Marketing Managers

    August 28, 2020

    As a marketing manager, your role involves meeting needs and expectations that come from several directions simultaneously. You manage upwards by keeping your senior managers informed, making proactive suggestions, and making sure your team’s work is visible and recognised. You manage sideways, aligning marketing with other departments such as sales and spotting...

  • A four pillar framework  for sales and marketing alignment

    A four pillar framework for sales and marketing alignment

    August 27, 2020

    People have been trying to align sales and marketing for decades, with limited success. However, our new commissioned research...

  • Customer value is the key to sales and marketing alignment

    Customer value is the key to sales and marketing alignment

    August 11, 2020

    With lockdown measures easing, some businesses are emerging from survival mode and starting to pursue growth. On the front line of...

  • Introducing the Marketing Manager’s Survival Guide

    Introducing the Marketing Manager’s Survival Guide

    July 23, 2020

    Marketing managers are an organisation’s shock absorber. Their role is to soak up pressure from above and below while cushioning the...