The Step Change Blog

The latest thinking on business, strategy, marketing and sales

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Ashton Bishop

Ashton Bishop is Australia’s Predatory Thinker — an expert in pinpointing how businesses can grow by outsmarting their competitors. His niche is in strategy, where he has spent the last 20 years working internationally on some of the world’s biggest brands. He’s a business owner and serial entrepreneur; challenging, sometimes even controversial; but always focused on what gets results.
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Recent Posts

January 25, 2023

3 Ways to Transform Board Meetings with Measures That Matter

Business Strategy, Ashton Bishop, Marketing Strategy, Decision Making, Business Growth, Board, Strategy Frameworks, Measures That Matter, Tracking, Strategic Planning, Reporting

UPDATED: As of 25th January 2023

 

Ever been to a board meeting that left you feeling unproductive and confused? 

In an increasingly data-led world and with the rise of artificial intelligence, businesses are able to track more than ever before. But it’s easy to get caught up in tracking and forget to drive results altogether.

As a board member, it’s critical that you’re able to look beyond the documentation and into the priceless insight that lies between the lines. Question is, how?

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January 16, 2023

Funnel Metrics: 5 Steps to Link Your Marketing and Sales

Customer Journey, Business Strategy, Marketing Strategy, Business Growth, Alignment, Conversion, Sales Strategy, Marketing Funnel

It’s easy to think that marketing and sales are completely different functions of a business. But both share a common denominator of engaging customers and integrating the value you offer into their lives. 

That said, every business needs customers. Not just any customer, though — but ones you can serve and who can get behind your product or service offering. When done right, sales-informed marketing can be a catalyst in delivering more qualified customers and optimising a customer journey that makes them stay and buy more. But with the nuances of sales and marketing, how do you know which aspects are relevant to the other? This is where the Funnel Metrics tool comes in.


Insight: When marketing and sales come together, they deliver the right customers suitable for businesses to thrive.

Data: Organisations with a service level agreement (SLA) between marketing and sales are three times as likely to be effective. (Hubspot)

Key Action Point: Utilise the Funnel Metrics to master the key pieces of information needed to align marketing with sales efforts and deliver more qualified customers.

 


WATCH: Let Step Change CEO Ashton Bishop walk you through the Funnel Metrics tool.

HubSpot Video

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November 3, 2022

Shitting Diamonds: Expensive Lessons Forged Under Extreme Pressure Preview

Success Principles, Personal Growth, Ashton Bishop, Transformation, Leadership

I fear failure. Don’t you? It hits at our self-worth and self-esteem. 

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November 3, 2022

Brand Strategy: 5 Steps To Unlock Powerful Business Opportunities

Predatory Marketing, Customer Journey, Ashton Bishop, Step Change, Branding, Customer Centricity, Differentiation, Distinctive Brand, Brand Positioning

UPDATED: As of 3 November 2022

Let’s face it— we’re in a marketing battleground. Your business is only one of the hundreds or even thousands competing for your customer’s attention. If your goal is to win the war for attention, you need to differentiate yourself in a way that actually matters to your customers.

While this sounds obvious, it’s not. All too often, businesses assume they understand what is important for their customers.

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October 19, 2022

Insight Hunters: 6 Critical Questions Every CEO Must Answer

Business Strategy, Ashton Bishop, Marketing Strategy, Disruption, Culture & Leadership, Better Questions, Norman Chorn, Better Insights, Thinking Routines, High Performing Teams, Agile

Massive change and disruption have transformed the way we work and live. The old ways are no longer working and innovative and more creative solutions are called for by the day.

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October 19, 2022

Insight Hunters EP5: What’s the One Mistake Leaders Make the Most?

Ashton Bishop, Culture & Leadership, Leadership, Better Questions, Norman Chorn, Better Insights

Welcome to a new episode of the Insight Hunters with Dr Norman and Detective Flash! Ready to ask better questions to get better insights?

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October 19, 2022

Insight Hunters EP4: Improving and Integrating Thinking Routines

Ashton Bishop, Better Questions, Norman Chorn, Better Insights, Thinking Models, Thinking Routines, High Performing Teams

Welcome to a new episode of the Insight Hunters with Dr Norman and Detective Flash! Ready to ask better questions to get better insights?

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October 19, 2022

Insight Hunters Special: How Has COVID-19 Changed the Way We Respond?

Ashton Bishop, Disruption, Better Questions, Norman Chorn, Better Insights, COVID-19

Welcome to this special episode of the Insight Hunters with Dr Norman and Detective Flash! So let’s start asking better questions to get better insights.

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October 19, 2022

Insight Hunters EP3: What Are the Best Strategy Frameworks?

Business Strategy, Ashton Bishop, Marketing Strategy, Better Questions, Norman Chorn, Better Insights, Strategy Frameworks

Welcome to another episode of the Insight Hunters with Dr Norman and Detective Flash! Ready to ask better questions to get better insights?

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October 19, 2022

Insight Hunters EP2: Evaluating Roles and Rewards For Agile Companies

Ashton Bishop, Better Questions, Norman Chorn, Better Insights, High Performing Teams, Agile

Welcome back to Insight Hunters with Dr Norman and Detective Flash! It’s time to ask better questions to get better insights.

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October 19, 2022

Insight Hunters EP1: Distinguishing Between Good and Right Ideas

Ashton Bishop, Better Questions, Norman Chorn, Better Insights, Ideation Process

Welcome to the first episode of Insight Hunters with Dr Norman and Detective Flash! Ready to ask better questions to unlock better insights?

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October 19, 2022

Knowledge Nuggets: How Minds Change

Better World, Ashton Bishop, Marketing Strategy, Decision Making, Productivity, Knowledge Nuggets, Leadership, Team Efficiency

Have you ever tried to change someone’s mind? Have you ever found someone trying to change your mind? And how did these experiences go? Like it or not, many of life’s interactions are but replays of these two scenarios — only with different choices and characters.

Sure, influence and persuasion are must-haves in every leader’s toolbox. But have you ever looked beyond your agenda and asked yourself — wait, how do minds change? And how does this shape the world that we live in today?

That’s exactly what journalist and self-proclaimed psychology nerd David McRaney did in his book “How Minds Change: The Surprising Science of Belief, Opinion, and Persuasion”.

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September 22, 2022

Knowledge Nuggets: Life in Half a Second

Success Principles, Business Strategy, Personal Growth, Ashton Bishop, Knowledge Nuggets

When it comes to success, there's already so much content based on opinion. But what if there was a proven path to success based on science and research? Join us as we dive deep into Complexica CEO Matthew Michalewicz’s fact-based formula for success in his book, Life in Half a Second

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December 8, 2021

The 3 Absolute Essentials of Good Strategy

Business Strategy, Marketing Strategy, Knowledge Nuggets

3 Essentials of Strategy

Strategy is often hard to define, which makes it all the more difficult to distinguish what actually constitutes a good strategy.

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July 2, 2021

Why Do Strategic Plans Fail? 5 Mistakes And How To Counter Them

Business Strategy, Marketing Strategy

UPDATED: As of 4 May 2022

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April 7, 2021

6 Things No One Has Told You about Culture

manifesto, Marketing Strategy, Culture & Leadership

Unless you’ve been running your business under a rock, you would know that businesses today are operating in a VUCA environment. In this context, it’s the quick-thinking, action-oriented, and strategic organisations that win. Those that produce strategic documents and leave them in a bottom drawer — well, they come second or simply fail to finish.

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March 9, 2021

An Effective Framework for Strategic Decision-Making

Decision Making, Culture & Leadership

Companies do not come to faster decisions by osmosis — it is always the result of a better decision-making framework.In agile organisations, the ability to make nimble decisions lead to 2.5x the growth, twice the profit, and a 30% higher ROI on investments.

How can you unlock your ability to make better, smarter decisions?

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February 17, 2021

6 Key Principles for Creating Lightning Strike Moments: Exponential Marketing

Business Strategy, Ashton Bishop, Marketing Strategy, Decision Making, Creativity, exponential marketing

Learn about the scenario planning mistakes and how you can prevent them from misfiring your strategy so you can navigate complexity efficiently.

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January 11, 2021

5 of Your Favourite Step Change Articles from 2020

Business Strategy, Ashton Bishop, Step Change, Branding, Marketing Strategy, Bendy Phones, Powerful Presence, Culture & Leadership, Fintech, Marketing Automation
After successfully navigating a year of unparalleled change and disruption, now is the time to look ahead and venture into 2021 with confidence.
 
As we distill fresh business insights and build a refined strategy, we thought it would be worthwhile to look back at the year that was 2020, through the eyes of our Step Change Blog highlights.
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April 23, 2020

History’s Greatest Strategists: Arnold Schwarzenegger

Marketing Strategy, History's Greatest Strategists

The more specific we can be about our category, the better chance we have to be remembered and related to by our customers. Are you in the right category?

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April 17, 2020

History’s Greatest Strategists: Admiral Horatio Nelson

Marketing Strategy, History's Greatest Strategists

The more specific we can be about our category, the better chance we have to be remembered and related to by our customers. Are you in the right category?

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February 6, 2020

What You Need to Know about Brand Salience

Branding, Marketing Strategy

What is brand salience? And how does it impact how well your brand is seen by the world? 

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December 26, 2019

Addressing the Synergy Problem in Procurement Teams and Marketing Agencies

Business Strategy, Marketing Strategy

Many companies today are opting for procurement to manage their marketing spend. But marketers and agencies have always been at odds when it comes to procurement. Understanding the role that procurement plays and how it impacts marketing is crucial to not only save on costs but to pave the way for better alignment in achieving the brand’s vision.

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October 31, 2019

9 Strategic Ways to Invest in Brand and Strategy in 2020

Growing your business sustainably can be a tough egg to crack in our current condition. The slowing economic growth and faltering customer confidence mean business conditions are declining. One wrong move and you could end up wasting your money on initiatives that are bound to fail. 

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October 25, 2019

3 Ways To Prepare Your Business For Disruption

Business Strategy, Disruption

UPDATED: As of 24 March 2022

How do you prepare for the unpredictable?

While some businesses have managed to leverage disruption to their advantage — many companies are falling behind.

Where others have emerged with better workforces, efficient operations, and improved customer experiences, some continue to struggle at the backfoot of change.

The difference? Strategy. Most organisations don’t have a game plan to navigate the evolving business landscape.

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October 19, 2019

Developing Strategies for a Sunset Industry

The economic downturn and increasing digital disruption has led to some businesses and industries folding. We use the Step Change strategic lens to explore what businesses in a sunset industry can do to rise above.

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October 11, 2019

What Would Genghis Khan Do During a Recession?

Business Strategy, History's Greatest Strategists

The latest economic figures released by the Bureau of Statistics show that the Australian economy is slowing down. What can businesses do to thrive in a recession? We turn to one of history’s greatest strategists and a ruthless warrior, Genghis Khan.

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October 5, 2019

Beat Your Competitors at Disruptive Innovation

Business Strategy

Many Australian companies are complacent about the effect of disruption in their industries. But disruption today can displace market leaders, their products, and their services. Responding to disruption means businesses need to think fast and act fast.

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September 6, 2019

How to Increase Conversion through Subconscious Marketing

Marketing Strategy

With over 90% of a prospect’s buying decisions influenced by their subconscious mind, many leading companies are targeting the subconscious in their marketing campaigns. But how does this work, and does it really make a difference? 

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August 29, 2019

Marketing Innovative Fast-Moving Consumer Goods (FMCG)

Marketing Strategy, FMCG

In the race towards brand growth and relevance, leading FMCG businesses rely heavily on innovation. Those who rest on their laurels are finding themselves at the back of the pack. In this article, you will learn that with great innovation comes great marketing.

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