That Marketing Strategy Episode


Chartered Marketer, board adviser and Vice-Chair of the Chartered Institute of Marketing, Leigh Hopwood shares her insights into how businesses approach strategy.

Every marketer loves to talk strategy; grand visions and overarching plans to deliver huge value and write their names into the annals of marketing. But are we going about it all wrong?

Leigh Hopwood joins That Marketing Podcast delves into all things strategy: how the term is used, what a strategy needs to address, and how marketers can bring other departments onboard:

  • How we use the word “strategy”:

“I think the word strategy is often overused. For me, account-based marketing is all about an approach. It’s an operational approach, rather than a strategy. A strategy is far more all-encompassing than that. It’s far more looking at a longer-term approach rather than an operation or even tactical question”

  • The big question to ask when we talk about strategy:

“The big question marketers, I think should be asking is “why?” Why are they doing what they’re doing? Whether that’s a tactical, operational or strategic level. Why are you doing it? And what I found, is those people that have got a qualification in marketing, tend to understand the basics of marketing and are better equipped to ask the question, ‘why?'”

  • Using Marketing jargon when speaking to others:

“I’m not sure that there are terms that we need to ditch as such, I think we need to think about when we use them. So if we’re using jargon when trying to have conversations with the board members, then we’re going to lose [the attention of] our board members. In the conversation, what the board is looking at is revenue growth, they’re looking at margins, they’re looking at customer satisfaction. They’re looking at a different set of metrics.”

About the Speaker


Leigh Hopwood is a Chartered Marketer and Board advisor. She has a reputation for being proactive and always looking for opportunities to improve marketing and business performance. This reputation has led to her working with technology vendors, systems integrators, marketing agencies, training, consultancy and membership organisations across a wide variety of market sectors including contact centres, customer experience, workplace and facilities management, manufacturing, electrical engineering, apparel and footwear and food.

With an inherent enthusiasm for marketing, Leigh has been a Trustee and Chair of the Board at the Chartered Institute of Marketing since 2014. She has led a transformation of the organisations culture, governance and customer experience resulting in two years of strong financial performance and a solid platform for growth.

As well as being invited to speak at events and taking part in topical debates, you’ll find Leigh judging the Marketing Excellence Awards, the AEO Excellence Awards, the Customer Service Excellence Awards for the insurance industry and the European Contact Centre and Customer Service Awards.

About the Presenter

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‘That Marketing Podcast’ is hosted by Richard Wall. The marketing team’s jack-of-all-trades, you can find him attending and hosting seminars, split testing his way to success and chasing down those hot chilli leads. His passion for podcasts has led him to many an interview and investigation on all things Marketing for you to enjoy.

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