It Stalls Because Focus Is Too Broad What is market opportunity in B2B? Market opportunity is not the total size of a market. It is the portion of that market your company can realistically win based on where you are most relevant, differentiated, and effective. When growth begins to slow, the instinct is often to look outward. New markets or…
When growth begins to slow in a $5M - $50M B2B company, it rarely presents itself as a positioning issue. From the inside, things often look relatively healthy. There is pipeline, the team is active, and opportunities continue to come in. But over time, something starts to shift. Deals take longer to close. Win rates become less consistent. Pricing pressure…
Why Marketing Doesn't Solve Your Revenue Growth Issue When growth slows, most companies land in the same place: “We need better marketing.” So, they refine the messaging, adjust targeting, test new channels, and increase spend. All of these would be reasonable actions if their issue was execution. But they’re often solving the wrong problem. Marketing strategy is designed to answer…
These Are Not the Same A surprising number of leadership teams believe they have productized their services when in reality they have just redesigned their pricing page. There is a meaningful difference between tiered pricing, bundled offerings, packaging, and true productization. When those distinctions are unclear internally, margin erosion usually follows. How They Differ Tiered pricing is about how much…
Scaling a business requires that you gain, and grow, market share. There is a ton of advice about how to capture market share, but not all of it is feasible for smaller companies. Marketing is one of the largest line items in every company’s budget. There are ways to capture more of the market with a lower budget, which is…