Nicholas Watkis

Frequent change prevents achievement

Back in 2010, surveys by the CMO Council in the United States and the Chartered Institute of Marketing (CIM) in Britain suggested that on average, marketing staff remained in their position for only 18 to 24 months or less. In subsequent years little seems...

Are you confused?

The latest edition of the Chartered Institute of Marketing’s magazine “Catalyst” has a number of articles related to creativity especially involving brand, image and advertising and the overall “marketing” spend. However, the purpose of every business is to make money, for the benefit of...

Cosing the sale may now take longer than you think

Selling is the only action that actually achieves the income, and unless the salesperson completes the sale, all other activities such as brand development or social media promotion are wasted effort. The prime purpose of every business is to make money for the benefit of...

How prepared are you for the return of demand?

The economies of many countries around the world have been effectively stalled by the world wide covid 19 pandemic. Demand has slowed or been actively curtailed by governments in their fight to stem the growth of the pandemic. However, Covid and governments have...

Invest and Adapt

The British retail market has been badly hit over the recent years, with a number of failures of famous high street brand names. Famous names such as Woolworths, British Home Stores, and historic menswear chain Greenwoods have all disappeared after liquidation. Now Debenhams is...

Effective Managers Deligate

To produce sustainable profitable income, by anticipating and satisfying customer demand, requires a process of careful management, which is generally referred to as “marketing”. However, while the term “marketing” may often be defined differently, it is as a management process that it should properly...

Changing Environments require changed thinking

There is now a general recognition nationally and internationally, that a recession will follow in the wake of the corona virus pandemic, which will manifest itself in both a slowdown in demand and commercial activity in general. Business development is all about change and successful...

When the going gets tough the tough get going

A pandemic such as that of Covid 19, is a world-wide phenomenon, which although rare, is not unique. As a result all the major economies are experiencing a recession to a greater or lesser extent, and are unlikely to return to appreciable growth for...

Arbitary cost cutting is dangerous

The covid-19 pandemic is having a serious effect on commercial activity across the world, producing a state of economic recession. Many businesses are seeing their income fall, while their costs remain. Demand is still there, but government enforced shut-downs and social distancing has resulted...

The Post Virus Recession

The economic effect of the covid19 virus pandemic will be world-wide. The situation is unprecedented in every country where the economy has been locked down, so that commercial and cultural activity has ceased by order of their respective governments. Economic life depends on the circulation...

Do your customers really matter?

Do your customers really matter or are they merely an inconvenient cash cow and means to an end? The prime responsibility of a commercial manager is the production and maximisation of profitable income for the long term future of a business. Profitable income is produced...

What goes around comes around

The Chartered Institute of Marketing has recently published the first part of a new survey, titled “The impact of marketing part 1 - the mission for marketing”. The basis of the report is that marketers feel under-appreciated for their contribution and find it difficult...

You may not be trading, but you are still in business

Commerce and business in general has been effectively shut down throughout the world as the result of the Coronavirus pandemic. Many businesses in retail, business to business, and hospitality have been forced to close for an indefinite period, because of the virus. Some of...

Stuff Happens

Donald Rumfolt said there are things we know we know. ... But there are also unknown unknowns—the ones we don't know we don't know. When dealing with the things we know, we can plan accordingly, but however good business or marketing plans may be,...

Top Down or Bottom Up?

How does your business and marketing department operate, - a top down command structure or a bottom up approach? A top down approach can ensure the direction of objectives policy and procedure, but it can also incur stagnation, slow reaction, and stifle innovation. Successfully getting...

Is your business successful? – It depends what you measure

Is your business successful? It depends how you define success. Is it the size of your market share, or the share price? Is it the number of hits on the web-page, or the number of likes on social media? Is it the amount of...

Customer service and Marketing should not be in separate silos

A recent short but interesting article in My Customer (14Oct19) entitled Why service and marketing should have a shared budget highlighted again how commercial activities in many businesses still operate in a silo mentality. The article went on to suggest “that marketing spend...

Who has the need and is it a problem?

The”Dragon’s Den” is a very successful television series. Every week, would be entrepreneurs bring their products seeking to entice the star “Dragons” to invest their money into a new venture, in return for a small amount of equity in the new business. In many cases,...

Are profits still a good thing?

A recent video on the Financial Times website was entitled, “Are Profits Still a Good Thing?” The video was concerned about investment, but it made the point that in some places the profit motive itself is under attack for fostering inequality, as well as...

Is your knowledge based on fact or assumption?

It is a general observation that most of what people claim to know as fact, is based on hearsay, prejudice, “common knowledge”, the internet and other untested and unproven sources. Unless knowledge has been acquired through direct education or verifiable sources, the greater...

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