Azleen Abdul Rahim, Senior Partner Of AAR & Company, On Making Marketing Results Predictable

After spending the last 10 years deep in thought, trying to not just understand patterns, but also testing strategies, running experiments, and cleaning up a fair share of marketing messes. Recently, I’ve come to one conclusion: getting positive outcomes from marketing is predictable. There’s finally a formula. We’ve tested it ourselves. And it is predictable enough that we can now stop guessing and start executing.

That belief is what shaped AAR & Company and led me to build a series of marketing templates that actually work. As a matter of fact, these templates are being utilised in all our advisory services to customers across Southeast Asia. Thanks to our various conversations to selected people, failures we faced together with customers, pivots made, and several wins. Each and every template is built to solve something important. Well, I’ve personally seen enough scenarios myself where small marketing teams struggle big time to produce results.

Marketing must be affordable. You can see it from our templates and advisory prices. That’s why I’ve made it a point to keep things reasonable without watering down the quality. The way I see it, good marketing should be within reach. If the company can’t afford a consultant, they can always opt for templates and the 2-hour briefing that comes with it is pretty helpful too.

So no, I’m not here to gatekeep strategy behind high retainers or contracts. I’m here to make life easy for all SMEs out there when it comes to marketing. When they succeed, I will too.