Johnny Corbett - founder of WhichWayUp and creator of The Sweetspot framework for business-wide marketing effectiveness
For two decades, I’ve worked with marketing leadership teams across a wide variety of categories, sectors, and business models.
In that time, I’ve seen marketing at its best - driving organisations forward by connecting the dots between customers, strategy and brands to provide the fuel for growth.
But I’ve also seen marketing lose its way.
Too often today, marketing has become boxed into communications, buried under a short-term metric mindset, and left out of the decisions that shape a business’s future.
No business can afford that risk.
At its best, marketing is the practice of understanding what drives customers to buy, and turns that understanding into sustainable growth.
It’s a discipline more than a department, and it’s a discipline that can make all the difference.
With so much volatility, uncertainty, complexity and ambiguity in the world, it’s time for marketing to show the way forward.
It’s time to put marketing back on the map.
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Partners & Practioners
Glow London
Glow’s change programmes create the cultural conditions that drive exceptional team performance.
They build clarity, unity and belief in commecial teams by getting them to slow down, focus on what really matters and make better decisions.
Culture transformation
Locksmith
Locksmith are experts in capability development, training and coaching for ambitious marketing teams
From full-scale Academy programmes to ad-hoc capability workshops, the LockSmith team deliver exceptional training with a focus on embedded impact.
Marketing capability
Tenrec
Data & AnalyticsTenrec Analytics help senior decision-makers use data, technology, and digital signals to validate assumptions, map opportunities, and define their strategic plans.
From data strategy, to sector mapping, and bespoke digital research, the Tenrec team combines technological expertise, behavioural analysis, and AI-augmented insights to deliver actionable intelligence