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...

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...

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...