by Tony Vidler
Low growth firms spend more money on pure public relations activity, sponsorship, advertising, outbound lead generation activities and trying to incentivise referral activity.
One could surmise then that the low growth firms are busy doing what worked 20 years ago, and it is costing an increasing amount to market that way, with diminishing results.
High growth firms have tapped into the fundamental shift in consumer buying behaviour. There is need to demonstrate expertise in advance of the client engagement, and there is a need to have an effective digital presence that supports your professional positioning. Above all though, they are delivering value before consumer commitment.
They are de-risking the consumer engagement experience and showcasing themselves instead of product solutions.
That might just be the biggest difference.