"Strategy is overrated. We have a strategic plan. It's called doing things". – Herb Kelleher
What many teams consider their โ๐ฎ๐ช๐ฏ๐ช๐ฎ๐ถ๐ฎ ๐ท๐ช๐ข๐ฃ๐ญ๐ฆ ๐ธ๐ฆ๐ฃ๐ด๐ช๐ต๐ฆโ often isnโt viable at all, that is, it doesnโt do the minimum job a site needs to do today.
And this under-viability creates an enormous hidden cost: it undercuts trust and credibility, making everything else youโre doing (outreach, conversion, sales cycles) harder and less effective.
Most business leaders say they have a Go-To-Market Strategy. But most have only a set of tactics and sales plays. A real GTM is a practical “operating plan” which creates focus, consistency, and a system the whole team can follow.
Most companies assume slowing results mean they need more campaigns, more activity, more noise. But in reality, demand probably isnโt the issue.
๐๐ง๐ช๐จ๐ฉ ๐๐จ.
Too often when growth slows, leadershipโs first instinct is: โWe need another salesperson.โ But most of the time, rather than fix the problem, it only hides it. Because if your positioning is weak or lacking, your targeting unclear or fragmented, or your demand engine is missing, adding another rep only amplifies the noise.
Don’t let the pressure of finishing the year strong overshadow the possibilities of creating a stronger tomorrow.
There may not be a lot of time left in the year, but a little thoughtful preparation now can drive better results and sustained growth in the year ahead.
Stop thinking about leads as the end goal; start thinking about them as a long game of fit, timing and relevance.
Nearly all B2B companies, especially early-stage and growth companies, are hyper-focused on their sales pipeline. But all too often, thereโs no system, no foundation, no strategy guiding it.
There’s a content glut competing with your brand’s messageโand it’s growing faster and louder every day. And AI is about to flood the market with even more. ๐ง๐ผ ๐๐ฟ๐ฒ๐ฎ๐ธ ๐ง๐ต๐ฟ๐ผ๐๐ด๐ต ๐ง๐ต๐ฒ ๐ก๐ผ๐ถ๐๐ฒ, ๐๐ผ๐ป’๐ ๐ฆ๐ต๐ผ๐๐ ๐๐ผ๐๐ฑ๐ฒ๐ฟ. ๐ฆ๐ฝ๐ฒ๐ฎ๐ธ ๐ฆ๐บ๐ฎ๐ฟ๐๐ฒ๐ฟ.
Most companies treat their GTM strategies like a to-do list, starting with tactics, instead of developing the strategic foundation for an effective, efficient, and repeatable plan. When companies skip these fundamentals, they often find themselves wasting time, money and resources with bad targeting, weak messaging, and leads that won’t close.
Why do so many companies opt for lazy positionings – or no positioning at all?
It’s likely the result of underestimating the value it brings. Unfortunately, that approach is likely hurting their business.
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