The biggest mistake in planning a channel strategy

What’s the secret to a successful proposition strategy? What’s the biggest mistake when planning a channel strategy? And what would you change about the way marketers currently work?

The fourth instalment in our expert video series is a wide-ranging interview with Oliver Marshall, senior planner at The Marketing Practice (TMP). Oli has been with TMP since 2015, and has been a key figure in major campaigns for clients including Telefonica O2 and Sage – including O2’s award-winning ABM programme, the most commercially successful programme of 2017.