“We’ve got too many leads coming through… I’ll have to hire an extra staff member… problems of growing, I guess.”
– September 2015 email from client of Ginormous since 2013
Of course, everyone (including ‘we’) would like to achieve all of their objectives within the first three months – to successfully launch into new markets, or take sales to a ‘whole new level’ if growth has stalled. It can take a while for pipeline-building momentum to reach the tipping-point of intensity, but once it starts…
From a slow drip to a tsunami of new business
With B2B direct marketing (aka ‘lead generation’, ‘sales prospecting’, etc) the flow of new business can start with a drip. There will be a few more drips, falling at random, until it starts to look more like a trickle, and you’re thinking, “If this keeps up, it will be good.” Eventually the trickle becomes a flood. What was a ‘busy period’ has become the new normal. With all of the elements in the marketing mix working correctly (including after-sales satisfaction), on it goes. Building upon growth, year upon year.
The challenge of continuous growth
“Can you not book any more product demonstrations for a few weeks? We’re flat out looking after all these new customers.”
– June 2015 message from client of Ginormous since 2012