In this week's newsletter: 3 Things Marketing Need to Do Better
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Weekly Briefing No. 187
by Edwin Abl

Hey — It's Ed. Welcome to my weekly briefing. 

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==> In this week's briefing 

  • Five things high performing teams do differently
  • The case for making an investment in brand building
  • How to calculate Lead Velocity Rate
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1. Thinking ahead. Every November (generally Q4), I start thinking about goal setting for the following year. Or judge on goals for the year as it closes out. It made me reflect on whether goals are the right approach. Is achieving without goals possible? 

2. Five Ways to Keep Your Team Happy and Motivated in a Recession.

3. From the archives: The ultimate guide to first principles thinking



4. We look at new markets all the time. The question always crops up how you validate ideas and the market; this checklist is a helpful reference for thinking about the problem statement. 

1️⃣ Talk to people and find their most painful problem  
2️⃣ Create a unique solution to help solve that problem 
3️⃣ Make sure people love the solution and recommend it to others 
4️⃣ Get your solution problem in the hands of others 

5. A question got asked on a recent webinar, how do you forecast in a product-led sales cycle? This led me to dig into further research and this article from ChartMogul. If you are unsure about what it means to be product-led.

Here is a useful summary of the differences between product-led, sales-led and marketing-led.

6. Building a strategic playbook is the most important planning factor for confidently scaling.

It’s the basis of knowing what you need to do for the quarter or year ahead. It helps you be on the front foot. But it’s amazing how many sales and marketing leaders don’t have one.

The result is you always end up being reactive and tactical instead of being proactive and strategic.

The Ultimate Guide to Building a Marketing Playbook



7. Habit and motivation dips are always temporary. Advice on how to make your habits consistent.



One more thing...Thanks for reading.

Enjoy your day. And if you like this newsletter and want to support it, forward it to a friend 🤝, tweet me 👏, or if you’re seeing this newsletter for the first time, you can subscribe here.



 🤔  3 Things Marketing Need to Do Better

Someone asked me a great question:
What would I do differently to improve marketing impact? 

My answer:

- Do more than marketing

Once upon a time, at a team offsite, we devised this mantra. We discussed the challenge of marketing's impact and how we can solve the problem.

We came up with the statement, "let's do more than marketing". It meant we should care about the broader impact on the business and alignment. We needed to think beyond our narrow view of the world. 

- Engage with customers

We all wish more marketing leaders and teams would spend more time with customers.

Asking these questions once a month to new and existing customers will do absolute wonders: 

  • Take me back to the day when you first decided to solve this problem; what triggered you to take action? 
  • What changed in you or the organisation 
  • (The Key is the insight into the trigger moment)
  • What did you do first to understand what providers to consider
  • The content they find helpful, words, messages.
  • What did your peers tell you that was helpful to you (what did you learn on the internet) 
Marketing should own this discovery and insight back into the business. 

- Manage the perception of complexity

Marketing suffers from complexity; it's a big one. And I could have done better at this managing complexity many times. Now I know it's crucial for bringing confidence in outcomes. You, the CEO and VC, don't want the complex view of marketing - you want it to be simple. CMOS doesn't need to go into granular detail on the marketing machine -- it's a defence mechanism for the team. We all know it's complex, but to be at the top of your game, the communication of strategy and outputs needs to be precise. 

Encourage your marketing teams and leaders to think through these concepts. And if they live by this mantra, you'll see marketing aligned better to business outcomes and execution. 

Then I'd listen for signals and double down on what works.



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This newsletter is my passion project. I hope it helps you gain deeper insight and equips you to learn at the pace needed to keep up. Many readers have asked about how we can work together. In case you’re interested, I do three things.

(1) DUE DILIGENCE FOR INVESTORS & CEOs: A bespoke framework and capability model ‘DEMAND KARMA’ that delivers DD services to investors, VC firms and CEOs. 

(2) ADVISORY: Retained advisory at funded scale-ups. A simple monthly fee. Helping CEOs build a scalable marketing machine.

(3) MENTORING: Designed for people looking to get to the next level — Director, VP and new CxO. My sweet spot is helping to mentor developing VPs / "Head of"  / aspiring leaders to step into the CxO role.

If you’re interested, let’s jump on a call to see if you’re a good fit. 

Click here to schedule a call.
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Edwin Abl · 32 Lavender Sweep · London, London SW11 1HA · United Kingdom