Author Archive | John Webb

SWOT Alternative: SCOPE Situational Analysis Tool

For generations in marketing and business we’ve used the SWOT Analysis to evaluate a company’s, unit’s or brand’s position, and consequently as a starting point to devise future strategy. It has served us well since its inception in the 1960s with it’s simplicity, functionality and intuitiveness; remaining un-changed and un-equivocal for over 50 years. It provides a […]

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Marketing Hourglass – Beyond The Funnel

The Marketing Funnel, Sales Funnel or Adoption Funnel, as the concept is commonly referred to, is one of the core marketing models used by companies and consultants to outline the progression of potential customers from first contact with a product or brand through ultimately to purchase. It provides a picture of how customers can be […]

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