Month: December 2020

Business Case Development: 8 pitfalls to avoid

Business cases are an integral part of getting a sales & marketing programme signed-off (or any large project for that matter). Particularly now that we are in the middle of a pandemic and economic recession, with budgets culled and an ever greater expectation that all business investments must be accountable and return a profit. Here we …

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Customer Journey Mapping: The 4 principles of persona development

Personas are a tool for building customer-centric services and products. They play a pivotal role in customer journey mapping and the development of customer-centric data strategies. However, there is always a risk that they become pen portraits or customer segments – these are valuable marketing tools but are very different to personas.   These 4 key principles will help you to …

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Customer Journey Mapping: What is it and why is it so important?

Customer journey mapping should be the backbone of your CRM process but for many marketers it can feel a bit nebulous and it’s difficult to know where to start. So here’s a whistle stop tour of what a customer journey is, how you can map it and why we think it’s such an important thing to get …

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