As marketing, commercial and business development teams will know, viable leads can be received from a variety of directions – company or campaign websites, social media, email, paid ads, or customer referrals – and importantly they can arrive at any time. Without alignment between your internal channels and systems, even the most promising opportunities can be missed.

The success of many marketing and communications projects is not only having the compass of a clear strategy upon which to build, but the ability to develop briefs that communicate to partners, providers and suppliers the context and parameters in which effective strategic solutions can be designed and delivered. A clear brief is the foundation - a means to capture a collective understanding of objectives, target audiences, brand or product messaging, measures and outcomes.