Perspective insights on marketing, commercial strategy and the forces shaping institutional financial services. Written for founders, CEOs, boards and commercial leaders navigating growth, transformation and competitive change.
Growth plans can look remarkably precise, but the numbers are only as reliable as the assumptions behind them. Understanding what clients value, how markets behave and where growth can realistically come from should be part of the commercial decision from the outset. This is where marketing has a strategically important role to play.
The biggest commercial decisions are often made before marketing enters the room. Most organisations involve marketing after the key commercial decisions have already been made.
