Sustainable growth cannot be salesperson-led forever. Prior to 2020, most service companies filled their sales funnel with manpower-based efforts including networking, events, referrals and direct sales outreach. When the pandemic started, this required simultaneous changes in sales, marketing and buying processes – many of which are permanent.  

By 2021, buyers and recruits demanded a “Digital First” approach to determine which companies they wanted to consider. In B2B digital marketing, they want to navigate as much of the process as they can before engaging with a salesperson. They expect sellers to provide them with content and tools that educate and inform them about their issues and show how service providers fit their needs. Assessments, case studies, testimonials, white papers, blogs, thought leadership materials and much more are required to earn conversations from both inbound and outbound marketing. The process of education and positioning continues for the remainder of the buying process with digital tools as well.

It takes nearly twice as many touchpoints to earn conversations and win new business as it did in 2019 and all can’t be emails, calls and texts from salespeople.   

Since early 2022, buying cycles have lengthened for most of the lower middle market. Sales teams have been underperforming their goals and business have cited revenue projection as a top issue. Both of these challenges have continued into 2023.

These changes and contracting budgets have led sellers to think more about “Efficient Growth”. If “Digital First” is a shift towards a new buying process, then “Efficient Growth” is a shift in sales, marketing and client success. A renewed focus on “Efficient Growth” means target market discipline in marketing, client retention focus and existing client revenue growth. Service companies now have to learn to merge “Digital First” with “Efficient Growth”. 

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