The carrot and stick: do incentives work?
This is a topic that always results in ‘lively’ discussions. Incentives can be an excellent way to kick start elements for a programme however there is always a tradeoff between quality and  quantity.

Sales v’s Marketing
For a full circle customer reference programme to work, we have to bring sales and marketing together as a united front - impossible? Not entirely. One thing that sales and marketing have in common is their quest for happy customers, and there are ways of leveraging this shared passion to form the basis of a successful and harmonious programme.

Nine out of ten cats
Understand your audience. You will not believe how many companies decide what types of references they are going to produce without actually asking the people who use them as part of their jobs. We use different methods to engage with sales and marketing in order to get a full understanding of exactly what their needs are and what types of references will result in maximum impact.

Quality not quantity
Case studies – how many do you want? This is a question that most agencies ask.

Companies need written case studies, there’s no doubt about that – but it’s not that simple. A good agency should be recommending if, and how many you need to meet your business objectives (if it is written case studies at all), not simply asking how many you want. Having spent just short of two decades creating written reference materials we know the right questions to ask.