Companies don’t like unpredictability. They prefer aiding, developing and strengthening predictability, rather than meeting the needs of the customer.
A word of advice for anyone thinking that they can get away with starting a company without having professional marketing resources on board: don’t do it. DIY-marketing a startup business is a recipe for disaster.
You can no longer get attention by shouting louder, like you could in the old days (i.e. anything more than about 3 years ago).
Today, you get attention by sounding different.
“Spray and Pray” can no longer be relied upon. There’s increasing importance in aligning a company’s marketing strategy with sales strategy to form a single cohesive revenue capture model.
Every business is a people business. Thanks to a newly-empowered, more demanding customer, businesses must treat their customers as individuals if they are to compete.
Small companies have the flexibility to react to market changes and capitalize on opportunities. Why? Because they have to.