Marketing That Makes Sense: Why I Created CWM
- Cara Wilson
- Apr 15
- 5 min read
Updated: Apr 16
Let’s be honest, marketing can feel like chaos. Between chasing deadlines, reacting to last-minute requests, and trying to stay “innovative” in a noisy, fast-moving world, it’s no wonder so many teams are burnt out.
I’ve been there. I know what it’s like!
It's what led me to setup on my own and create a quiet space for clients amidst the marketing noise. It's an offering of practical, flexible support when teams need a bit of breathing space or a guiding hand.
But more than that, I wanted to take a stand for a different kind of marketing. One that doesn’t obsess over going viral or reinventing the wheel, but focuses on getting the foundations right - the stuff that actually drives results.
In this blog I share the core reasons behind why I do what I do, and why CWM exists. My hope is that it invites you to pause and consider what truly matters in your own approach to marketing.
Facing reality: marketing teams are stretched
Most marketers I work with are spinning plates. Campaigns, internal pressure, shifting business priorities - it’s a lot. And when you’re constantly firefighting, it’s hard to step back and look at the bigger picture. In fact, it’s pretty much impossible.
But stepping back, even momentarily, to check where you are and where you’re going is essential to the future success of your marketing. Not just in terms of results, but in terms of direction, clarity, and momentum.
Creativity doesn’t thrive when work feels like a daily slog. It needs space. Taking time to connect with your team or bounce ideas around with someone outside your immediate world isn’t just “nice to have” - it’s how ideas are sparked and better ways of working emerge.
This isn’t rocket science. And yet we operate in a world where output is often mistaken for value.
Of course, making time for creativity isn’t the only challenge within an over-burdened marketing team. Skillset becomes an issue too.
Marketing today is vast. From multi and omni-channel management, to analytics, content creation, automation, and everything in between. Yet many teams are expected to cover all of it with just a handful of people. That kind of expectation spreads people thin and can water down the quality of work across the board.
It also makes it harder to go deep where it matters. Specialist skills like email marketing or lifecycle marketing often get squeezed out. They might be handed to someone already juggling multiple roles or are neglected entirely. Over time this results in underperforming campaigns, missed opportunities, and a feeling that the team is always behind, never ahead.
This is where bringing in external support isn’t a luxury - it’s a smart and much needed move. Not just to lighten the load, but to bring focus and expertise where it’s needed most.
Shining a light on the channels that quietly deliver
I champion the channels and strategies that often get overlooked: email and customer relationship marketing. They’re not always the trendiest, but they’re powerful - and often the most cost-effective, measurable tools in your kit.
In fact, personalised email marketing delivers a median ROI of 122% (demandsage). That’s not just good - it’s exceptional.
This kind of marketing is built on first-party data, i.e. the information your brand already holds about your customers. It’s more intimate, more immediate, and allows you to speak directly to people who’ve already shown interest.
That’s something worth nurturing - not something to keep at the bottom of the to-do list!
Standing up for the marketing fundamentals
It’s easy to get swept up in the marketing noise. A viral moment. A flashy campaign. An immersive billboard on the side of a building.
These things make the news or the main feed of our social media and we're seduced into thinking "I need this". Of course those things can have impact but they’re not the holy trinity of good marketing.
I believe in nailing the basics first. In tightening up what already exists before chasing what’s new. That means:
Having a clear strategy
Making sure your email templates are working hard
Questioning if your tech is supportive enough for now and beyond
Ensuring your data is clean
Delivering consistent messaging that is rooted in something real
None of the above is ground-breaking. But it is highly effective!
This isn't about being boring or "safe" - it’s about being purposeful. And when those fundamentals are solid, the exciting stuff becomes easier to create, scale and sustain.
Assurance: It’s ok not to know
Marketing is a fast-moving industry, full of acronyms, jargon and ever-evolving tech. It can be hard to keep up, and even harder to admit when something doesn’t make sense. But there's no shame in not knowing - yet a lot to gain when you speak up and ask for help.
In truth, a lot of businesses simply don’t have the budget (or headspace) to be experts in every area of marketing. That’s not a failure, it’s just the reality. I’ll always advocate for smart investment in your internal teams first, but sometimes the best thing you can do is bring in outside support - someone who can help steer the ship, offer a fresh perspective, and set you up for the next phase with clarity and confidence.
That’s why people like me exist. Not to overcomplicate things or throw around buzzwords, but to support when and where it’s needed. A good consultant should ask the right questions, be generous with their knowledge, and keep things transparent and accessible.
No one knows everything. But when you’ve got a safe space to ask questions and explore the “why,” that’s when good ideas really start to build.
Key Takeaways
Marketing doesn’t need to be a chaotic, high-stakes race.
By creating space for creativity, embracing the basics, and recognising when to ask for help, you can foster a more balanced, effective approach to marketing that works for your team and your business.
Remember, you don’t need to be an expert in everything. But you do need:
the right strategy
the right channels
the right support
That might mean building in-house skills, bringing in outside help, or simply giving your team space to do their best work. With the right mix, things start to click - and results follow.
If you’ve felt the strain of juggling too many plates or constantly fighting fires, maybe it’s time to rethink how you’re approaching marketing. And if you’re looking for a fresh perspective, someone who can help you tighten up your foundations and build for the future - I’m here to help.
Ready to make a change?
If you’re ready to step back, reassess, and get some support on your marketing journey, I’d love to chat. Book a free, no-pressure conversation with me to explore how we can work together to bring clarity and focus to your marketing strategy.
