18 insider tips for 18 years of Sierra Marketing

Sierra is turning 18 - a milestone worth celebrating!  

Over the past 18 years, we’ve grown together as a team, with our clients and business partners, we’ve learnt a lot and celebrated some pretty awesome wins!! We’ve developed new systems and ways of working, and we’ve always stayed true to our values and what is at the heart of who we are as a business - we exist to simplify our clients' marketing and communications.

So, to mark this special occasion, we’re sharing 18 of our team’s best tips and lessons picked up along the way that have shaped who we are today.

Let’s go!

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1 | Small improvements, big impact

Gary - Sierra Marketing Senior Marketing Manager

You won’t always hit a home run with one big campaign, but you will get on base with a steady, consistent process through refining and improvements over time.

It’s about ongoing refinement. I’ve learnt that small, strategic tweaks, like refining website navigation or optimising ad copy, can make a significant difference to performance.

By continuously improving rather than chasing trends, we help clients achieve sustainable growth and measurable results. And guess what? It actually works! 

Keep fine-tuning, testing, and optimising, the little things can add up to big, lasting impacts! 

2 | Using an outside-in approach to improve business performance 

Marion DB - Sierra Marketing Founder and Strategy Director

In our marketing world, using an outside-in approach is focusing on understanding and addressing what our customers want and need, what their pain points and challenges are, and what drives and motivates them so we can help solve problems for them. In other words, it is being customer-centric. The approach starts with the customer’s perspective - that’s the outside - and is brought in to develop relevant and impactful approaches to market. 

For us, the ultimate goal of this approach is to deliver high value to our clients and to their clients.

In my years with Sierra, I’ve learned that starting with what is meaningful to the client and working backward to develop a plan for them makes the plan more likely to be right the first time.

This applies to how we produce our proposals - investing time in the discovery phase to back ourselves with a tailored proposal that fits the client and their market needs. As well as to how we develop our strategies and plans - producing strategies that are informed and guided by market research and audits. And how we implement and adapt our plans - being agile and responsive to the market.

The outside-in approach allows us to understand our clients so well that we are better positioned to meet their needs and expectations, resulting in better client engagement, satisfaction, preference, loyalty and advocacy. It allows us to make “smarter”, more relevant, and more strategic decisions that can hardly be challenged. 

This approach also helps us to develop stronger customer relationships and business growth opportunities. For us with our clients, and for us on behalf of our clients.

We live and breathe this approach and it never seems to let us down!  

3 | Communication is key - it's not personal

Maria - Sierra Marketing Senior Communications Designer

There’s nothing wrong with asking questions or getting different perspectives. We all come from different backgrounds, so being open to other viewpoints is important - whether it’s about work or relationships.

As designers, it’s easy to take “bad” feedback personally, but here’s the truth: you are not your design. It’s an opportunity to refine, improve, and create something even better.

Feedback isn’t a personal attack. I let go of that mindset years ago, and it’s made all the difference.

The same applies beyond design, too. Being receptive to feedback, whether in business, personal relationships, or any creative endeavour, allows us to grow in ways we wouldn’t on our own. So instead of resisting different perspectives, embrace them. They might just lead you to something greater than you imagined.

4 | Unlocking a thriving culture through trust and empowerment

Julie - Sierra Marketing Brand Strategist

Starting everyone at 100% trust? Yes, please! 

Starting everyone at 100% trust and providing support from day one fosters a culture where people can thrive without constantly having to prove themselves. 

Instead of worrying about micromanaging or second-guessing each other, true success comes from balancing collaboration, innovation, and a common focus on achieving big goals.

While ambition drives success, the Sierra team maintains a balanced, level-headed approach to work, ensuring that goals remain both challenging and achievable. Setting goals that are both challenging and achievable is key to staying motivated without burning out. It’s about maintaining momentum and fostering a sense of support from day one through every challenge that arises. 

This culture harnessed at Sierra isn’t just about hitting targets and goals but about creating an environment where people are excited to work and do their best every day with the empowerment and trust they know is behind them every step of the way!

5 | Closed-loop reporting connects marketing efforts to business outcomes

Marion W - Sierra Marketing Senior Marketing Manager

Marketing isn’t about set-and-forget... It’s about continuous learning, refining, and optimising. 

The landscape is always changing, and to stay ahead, we need to continuously adapt. 

Yet, too often, we see performance tracking and reporting getting overlooked due to time constraints, leaving valuable insights untapped. 

Closed-loop reporting connects marketing efforts directly to business outcomes, ensuring every decision is based on real data, not assumptions. By consistently monitoring and analysing performance results, identifying what’s working, and making informed adjustments, we help our clients maximise their impact towards long-term, measurable success and sustainable growth. 

It’s not about waiting until the end of a campaign to see the results, it’s about being proactive and responsive, adjusting as we go to ensure we're on the right path.

Throughout my years at Sierra, I’ve seen how this approach shifts marketing from a series of isolated efforts to a strategic, performance-driven engine that delivers real impact.

Closed-loop reporting drives continuous improvement by creating a feedback loop that empowers us to refine strategies, optimise efforts, and consistently achieve better outcomes.

6 | Active listening: The key to client’s success!

Manon - Sierra Marketing Operations Manager

A client’s brief? That’s just the tip of the iceberg!

The real magic happens when we get to dig deeper. How is this done? 

Asking insightful questions, identifying unspoken challenges, and truly understanding our client’s business goals. 

Clients don’t always have the answers, but that’s where we come in and get to guide them through the complexity and uncover all the insights that they might not even know they need!

At Sierra, I’ve learned that active listening isn’t just about hearing what clients say - it’s about interpreting their needs, reading between the lines, and sometimes challenging their assumptions to get to the best solution.

This process of going beyond to truly understand our clients and their needs so we can craft strategies that align strongly with our clients’ business goals is where real value lies.

You will be amazed at what you can uncover and how strong your solutions can be when you actively listen!

7 | Brand strategy can be a secret weapon behind business success 

Julie - Sierra Marketing Brand Strategist

Branding isn’t just about looking pretty - it’s about making smart, strategic moves that set the stage for a business’s future.

A well-thought-out brand strategy does more than just creating a cool logo or an eye-catching design, it helps bring everyone together, keeps messaging sharp, and, in the end, drives real business growth. 

When your brand is clear and strong, your team knows exactly what they’re working toward, and your customers get why you’re the real deal. It’s like hitting the “easy button” for your marketing, everything clicks!

At Sierra, I’ve seen firsthand how a well-crafted brand strategy aligns teams, sharpens messaging, and ultimately drives business growth. A strong brand isn’t just a marketing asset - it’s a competitive advantage!

So, next time you think about branding, remember, it’s not just about looking good. It’s about shaping a business’s future, clarifying the business’s direction and why it matters. This will support the business growth to thrive for years to come.

8 | Integrated marketing has a greater impact 

Marion W - Sierra Marketing Senior Marketing Manager

Marketing works best when every channel is connected.

A single campaign or tactic can only go so far, but when content, digital, and traditional marketing efforts work together, they create a seamless brand experience and customer journey that drives stronger results.

It’s about making sure that every touchpoint, whether online or offline, feels cohesive and purposeful.

At Sierra, I’ve seen the power of aligning paid and organic strategies, combining brand storytelling with data-driven marketing and ensuring every touchpoint reinforces the next. 

The key isn’t just showing up everywhere. It’s creating a strategic and cohesive approach that boosts reach, stimulates engagement, and delivers real business impact.

This way, each effort reinforces the next, building momentum rather than existing in isolation. When every channel works in harmony, marketing becomes more than just a collection of tactics, it becomes a powerful, cohesive force that drives meaningful results.

9 | Spend smart, grow bigger!

Gary - Sierra Marketing Senior Marketing Manager

Great marketing isn’t just about generating traffic - it’s about driving real business outcomes and impactful business results. 

At Sierra, I’ve learnt that the most effective marketing strategies align with a company’s commercial goals, whether that’s increasing revenue, improving efficiency, or strengthening brand positioning.

The game changer, however: is seeing marketing as an investment rather than an expense.

When marketing is seen as an investment rather than a cost, it delivers long-term value rather than short-term gains.

Long-term success instead of temporary spikes provides sustainable growth to build strong customer relationships, enhances brand trust, and creates a foundation for consistent revenue over time, ensuring a competitive and resilient advantage in constantly changing markets.

It's about smart decisions today that pay off in big ways tomorrow!

10 | Perfection is the enemy of progress

Maria - Sierra Marketing Senior Communications Designer

We often get stuck thinking everything has to be perfect before we put it out into the world. It’s a common mindset, but it can hold us back. 

We tell ourselves we’ll launch when it’s perfect, when we have more time, or when we feel 100% confident. 

But here’s the truth: that mindset is limiting, keeping us stuck in hesitation instead of moving forward and making real progress.

Imperfect action is about just getting started, even when things aren’t flawless.

Instead of overthinking or waiting for the “right” moment, you take action with what you’ve got. 

It’s all about progress over perfection - learning, adjusting, and improving as you go. 

This approach helps push past hesitation and actually get things done, whether it’s launching a project, designing a brand, posting content, or trying something new. It’s also a great way for clients to approach projects too.

Every great idea needs momentum, and that only happens when you take the first step!

11 | Simple relatable messaging is more impactful 

Manon - Sierra Marketing Operations Manager

In a world overflowing with content, simplicity stands out. A single, sharp idea communicated clearly cuts through the noise and sticks with your audience.

In my experience, in communication, simplicity and clarity win! Businesses often fall into the trap of trying to say too much, making their message diluted and forgettable.

When your message is both concise and compelling, every piece of communication becomes more persuasive - and more memorable. 

At Sierra, I’ve learnt that the most effective campaigns communicate a single, compelling idea in a way that’s instantly understandable - as we focus on core individual messaging elements that are aligned with why our client’s business matters to their target audiences!

If a message doesn’t resonate with the audience’s needs… it won’t work. 

12 | Clarity creates confidence

Gary - Sierra Marketing Senior Marketing Manager

Clients don’t need complexity - they need clarity.  

When clients understand exactly what’s happening, why it matters, and how it ties back to their business goals, they feel more in control of their marketing efforts.

At Sierra, I’ve seen how cutting through jargon and delivering straightforward, actionable strategies helps clients feel confident in their marketing. 

Clarity doesn’t just make marketing easier to digest - it develops trust and speeds up results.

Whether it’s SEO, web design, or content strategy, a clear and focused approach ensures our clients understand the value of their investment and see tangible results faster.

And at the end of the day, that’s what marketing should be about: delivering value in a way that’s straightforward, effective, and built for long-term success.

13 | Keep it real: the power of authenticity

Maria - Sierra Marketing Senior Communications Designer

Over the years with Sierra, I’ve realised that clients value working with people who feel real. As experts, we sometimes think we need to be perfect in front of a client, but I’ve found that the more authentic and true to myself I am, the better the outcome.

People want to work with people they can trust - people who feel genuine and approachable, not someone putting on a mask of perfection or just telling them what they want to hear.

Clients can sense when you’re being real with them, even if it's admitting when something might need more time or simply having a down-to-earth conversation about challenges. 

When you stop trying to be “perfect” and start being yourself, you open the door to more meaningful connections and ultimately, better results. It’s not about pretending to have all the answers; it’s about showing up as your true self, ready to work together to find the best solutions.

People connect with people, not polished façades.

14 | Every challenge is an opportunity to learn 

Marion W - Sierra Marketing Senior Marketing Manager

Growth comes from learning, adapting and being open to new perspectives - and constructive feedback. 

Throughout my career, I’ve gained invaluable insights not just from my own experiences but from the expertise of those around me - my colleagues, clients and mentors like Marion DB, whose guidance has shaped how I approach marketing and leadership. 

"Staying ahead" means embracing new ways of thinking, adapting to change, and continuously learning. That includes keeping up with emerging trends and technologies like AI, which are transforming how we work. 

At Sierra, we foster a culture of curiosity and resilience where growth, both personal and professional, is what drives long-term success.

Every challenge is an opportunity to learn and grow, aiming to embrace curiosity, stay adaptable, and continuously seek new perspectives to drive lasting impacts. 

15 | The output is only as good as the input 

Marion DB - Sierra Marketing Founder and Strategy Director

As an external agency working with a variety of clients of all sizes and industries, it is critical that we qualify all we do to the nth degree if we are to deliver on our promises and meet and exceed our clients' expectations. 

This starts with the brief. What our prospective clients share with us will shape what we will deliver for them. The key to our success is to not assume that what our clients think or believe they need when they first approach us is all there is to their story. Every successful collaboration we have with our clients starts with a strong brief, which we collaboratively work on. If we don’t dig deep on what our clients really need, we risk delivering work that misses the mark. An in-depth discovery process with new clients and for every new project and campaign we run with existing clients, helps us uncover hidden goals and challenges, ensuring our recommendations are as tailored and relevant as can be.

16 | Challenging ourselves to progress to the next level

Maria - Sierra Marketing Senior Communications Designer

Every project is an opportunity to do things better than last time. 

It's about asking: 

• Can it be more effective? 

• Delivered faster? 

• Look even sharper?

  
  

These questions push for constant improvement to be able to evolve with each new project. Seeking progress is about always challenging ourselves to think outside the box and find ways to go to the next level. The cumulative effect of these incremental changes might not always be noticeable in the moment, but over time, they make a massive impact.

With every project I take on, I tweak even the smallest details because those little improvements add up and make a big impact.

17 | We are one team, our clients' wins are our wins 

Marion W - Sierra Marketing Senior Marketing Manager

True partnership means embedding ourselves in our clients’ world. When we act as an extension of their team, we share ownership of both challenges and successes - fueling deeper collaboration and stronger results.

Great marketing thrives on shared goals, deep collaboration, and fresh perspectives. 

Having worked on both the client and agency sides, I’ve seen how much stronger marketing becomes when we fully embed ourselves in our clients’ teams. 

At Sierra, we don’t just execute, we care! We challenge ideas, simplify the complex, and align with long-term business objectives. 

Acting as an extension of our client’s teams means we’re invested in their success as if it were our own – our client’s wins are our wins. 

With great collaboration, marketing becomes a true driver of success. This mindset transforms every project into a joint effort - so when our clients celebrate, we’re right there cheering alongside them!

18 | A great strategy is nothing without great execution

Manon - Sierra Marketing Operations Manager

A strategy can be brilliant on paper, but it only delivers if it’s brought to life effectively. Clear roles and accountabilities, agile processes, and ongoing alignment ensure that strategies don’t just become ideas - they become results.

A strategy is a roadmap that provides direction, but it’s the execution that brings it to life. Even the most well-thought-out marketing strategies will fall flat if they’re not well implemented. 

At Sierra, I’ve seen how a detailed roadmap, clear responsibilities, and strong internal alignment - while maintaining quality, consistency, and strategic focus along the way - ensure smooth execution.

Also… marketing is never set in stone! What works today might not work tomorrow. Marketing strategies need to be adaptable to market shifts, audience behaviours, and new opportunities that might arise along the way. An effective execution with strong reporting will ensure that the strategy gets adapted to remain relevant and deliver on its objectives.

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To our clients, business partners, family, and friends, whether you’ve been with us from day one or recently joined the journey - thank you for your support, encouragement, and belief in what we do. To the Sierra team members, both past and present, thank you for making it all possible! Your passion, hard work, and dedication are what keep us moving forward and constantly striving for more.

To more growth, new adventures, and making this the best year yet. Here’s to 18!

With love,

The Sierra Marketing team.