"Strategy is overrated. We have a strategic plan. It's called doing things". – Herb Kelleher
Too often when growth slows, leadership’s first instinct is: “We need another salesperson.” 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, there’s no system, no foundation, no strategy guiding it.
There’s a content glut competing with your brand’s message—and it’s growing faster and louder every day. And AI is about to flood the market with even more. 𝗧𝗼 𝗕𝗿𝗲𝗮𝗸 𝗧𝗵𝗿𝗼𝘂𝗴𝗵 𝗧𝗵𝗲 𝗡𝗼𝗶𝘀𝗲, 𝗗𝗼𝗻’𝘁 𝗦𝗵𝗼𝘂𝘁 𝗟𝗼𝘂𝗱𝗲𝗿. 𝗦𝗽𝗲𝗮𝗸 𝗦𝗺𝗮𝗿𝘁𝗲𝗿.
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.
It’s time for CEOs who choose to go-to-market without marketing leadership and documented strategies to recognize that they’re making a choice – they’re choosing to live with the material risks of waste, poor performance, and unhappy and ineffective teams.
When seeking growth, where should you turn to first? You might be surprised to hear you should start with your current customers.
Start-ups shouldn’t relegate Marketing to a late-stage, last-minute consideration in their start-up journey. It should be fundamental to the strategic decisions you’ll need to make about your customer, narrative, and go-to-market.
Michael Baer's Stratecution Stories 