 Every marketer starts somewhere with testing. Maybe it begins with swapping subject lines or changing a button colour to see what performs better. These simple, satisfying tests deliver early wins. Yet for many teams, progress halts there. True testing maturity isn’t about chasing a 2% uplift; it’s about embedding experimentation as a repeatable learning process that informs smarter decisions at every stage.
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 Sales enablement should never be a folder of forgotten slide decks. It's our responsibility to ensure we don't neglect these valuable resources. Effective sales enablement is a transformative force. It equips sales teams with the understanding, confidence, and creative tools to turn customer insight into conversations that convert to sales. The best programmes don’t just distribute materials; they unify teams, shape mindsets, and align sales and marketing around shared intelligence, making everyone feel part of a larger business direction.
In an age of cookie deprecation and stricter data laws, businesses that excel at value exchange will win. Customers no longer accept being tracked silently. They want clear reasons to share, and they expect something in return.
 When you’re optimising campaigns, customer journeys, or product experiences, testing is your best friend.
Recently, I wrote about A/B testing: what it is, why it matters, and how to use it. That post covered how to compare two versions of a page, email, or campaign element to see which performs better. But A/B testing isn’t the only option. Incremental testing offers an alternative approach to measuring impact, particularly when assessing the incremental lift from a change, rather than a direct side-by-side comparison. Let’s explore the differences, pros and cons, and where each approach shines. |
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