Pasta brand Barilla on why formalising marketing excellence drives growth
Michaela JeffersonAppointed in 2022 to lead the excellence agenda at pasta giant Barilla, Natalie Howell believes prioritising consistency and rigour helps brands scale.
Michaela Jefferson
‘We can always do better’: Innocent on starting its marketing excellence journey
Michaela JeffersonRealising its old ways of working were no longer fit for purpose, the smoothie maker appointed its first marketing excellence lead three years ago to drive consistency.
‘It’s never a case of job done’: How to build a culture of marketing excellence
Michaela JeffersonIn a challenging environment with economic pressures and rivals to contend with, can creating a holistic marketing excellence culture give brands the cutting edge?
‘Apply your own oxygen mask first’: Why marketing bosses should address their skills gaps
Michaela JeffersonRather than only prioritising training for their teams, marketing leaders should carve out time for learning and rethink what ‘upskilling’ really means.
‘Change the narrative’: How to deliver the most when you’re asked to do more with less
Michaela JeffersonWhile budget cuts are never welcome, by reframing it as an opportunity to rethink how things are done, marketers might be able to turn a negative into a positive.
‘It’s destabilising and unsettling’: How to manage teams faced with delivering more with less
Michaela JeffersonThe need to deliver growth on a reduced budget is the reality for many marketers but its not just a job of optimising investment. For marketing leaders, it’s also about maintaining motivation and managing expectations.
‘You have to kiss a lot of frogs’: The dos and don’ts of setting up as a fractional CMO
Michaela JeffersonThe role of fractional CMO is gaining pace, but how can marketers best set themselves up for success if they decide to take the plunge?
How one market-leading startup is scaling a brand-new retail category
Michaela JeffersonHaving created a new category, functional juice shot brand Moju, first had to educate consumers about the product before turning its attention to brand.
B2B: How to secure investment in a marketing-sceptic business
Michaela JeffersonFrom repositioning as a revenue generator to nailing the message internally, B2B marketers need to be patient, brave and tenacious if they want to land investment.
How can SMEs strike a balance between long- and short-term success?
Michaela JeffersonRather than sticking slavishly to the 60:40 rule, flexing the balance between long- and short-term investment could prove fruitful for SME marketers balancing the books.
B2B brand building lessons learnt when things didn’t go to plan
Michaela JeffersonFive B2B marketers share the lessons they learned when things didn’t work out, which can often be even more valuable than the successes.
‘Coming to mind is critical’: Top B2B marketers on research and category entry points
Michaela JeffersonIn the third installment of our series looking at what it takes to build B2B brands effectively, marketing leaders from KPMG, Vodafone Business and EY share their thoughts on research and category entry points.