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The reassuring phrase can become the service commitment
Why a marketing team must examine the expectation its central promise creates, even when a narrower internal interpretation can be defended.
Read the essayFaizan Qevrani / Chief Marketing Officer
The commercial account should include the consequence
Perspectives from a life in leadership.
The archive.
Service claims and commercial judgement
- Open essay
The reassuring phrase can become the service commitment
Why a marketing team must examine the expectation its central promise creates, even when a narrower internal interpretation can be defended.
Recipient choice and service marketing
- Open essay
The payer's yes is not the recipient's whole answer
A family-funded service needs a commercial process that can accommodate changed arrangements and a decision not to begin.
Channel economics and service contribution
- Open essay
A referral channel costs more than its first invoice
Enquiry handling and suitability work can change the economics of a channel that looks attractive on booking volume alone.