89. 'Stack ranking': how to prioritise accounts for maximum gain

The Unicorny Marketing Show

In Part 2 of our conversation with Clare Jones, CMO of System C, we explore the challenges of rebranding, maintaining brand integrity, and the strategic art of prioritising customers.

Clare shares her experience of unifying multiple brands into one cohesive identity while staying true to core values. She also introduces her "rule of thirds" for campaign planning—emphasising the importance of balancing groundwork, execution, and follow-up for maximum impact. What is covered:

• How to manage a complex rebranding process while preserving brand equity.
• The significance of aligning internal values with external brand perception.
• Strategic customer prioritisation through stack ranking.
• Using “time to value” as a KPI to build stronger customer relationships.

Listen for practical insights on rebranding, customer prioritisation, and effective campaign strategies in this second part of our conversation with Clare Jones.

About Clare Jones

Clare has a long history in B2B marketing, developing strategies to build brands and drive growth for software businesses.

Clare thrives on delivering results-driven integrated demand generation programmes with clear goals and outcomes, which have been recognised with industry awards. Clare has successfully executed on brand strategy which incorporates acquisitions as part of an overall growth strategy.

A passionate marketeer, Clare recognises the contribution every member of the team can make and enjoys creating high performing teams. And of course, have a little fun along the way.

Links

Full show notes: Unicorny.co.uk

LinkedIn: Clare Jones | Dom Hawes

Website: System C

Sponsor: Selbey Anderson

Other items referenced in this episode:

Gartner

Géraldine Tenten's Unicorny episodes

Chapter summaries

Introduction and recap of Part 1

Dom Hawes begins Part 2 by summarising the key topics covered in the previous episode, setting the stage for a deeper exploration of rebranding and customer prioritisation.

The challenges of rebranding and maintaining integrity

Clare discusses the complexities of merging multiple brands into one, the importance of preserving brand equity, and the internal process of aligning the company’s values with its external brand identity.

Why brand values matter and how to live them

Clare emphasises the need for authenticity in brand values, sharing her approach to embedding these values across the organisation and ensuring they resonate with both employees and customers.

Building internal buy-in during rebranding

Clare talks about the importance of securing buy-in from key stakeholders during the rebranding process. She shares strategies for involving senior leadership and employees early on to ensure the brand reflects the company’s true identity.

Stack ranking and customer prioritisation and the ‘rule of three’

Clare explains her method for prioritising customers through stack ranking, focusing on those most likely to engage while ensuring others are nurtured appropriately. Clare introduces her "rule of thirds" approach to campaign planning: dedicating equal time to groundwork, execution, and follow-up to maximise effectiveness.

Time to value as a KPI

The discussion turns to the concept of “time to value” as a key performance indicator, highlighting its role in building trust and delivering measurable benefits to customers.

Final thoughts and key takeaways

Dom wraps up the episode by summarising the main insights from the discussion, underscoring the importance of authenticity, strategic prioritisation, and effective campaign management in modern marketing.