Why is the effective execution of a business growth strategy so difficult?
Consistent, sustainable growth is imperative and a fundamental pillar of total shareholder return. Growth is also difficult, especially for companies in mature markets. But when the foundation (demand gen + sales effectiveness) is in place, companies are ready to move into new opportunities.
One way is through innovation that leads to new products or services. Another is by expanding into adjacent lines of new markets.
Not only to align with your ambitions, which is essential. But market saturation forces growth rather than becoming satisfied in the comfort of short-term success. Slow and steady wins the race, but you know that it’s a never-ending race for someone who’s been in the business for many years now.
80% of your future profits come from 20% of your current customer base, and companies running slow and steady will, after some time, be out of the race. But companies waste a lot of resources and effort for no return, and from a risk management point of view, newly generated revenue streams will need to be worth the investment and risks. Not even a 50% failure rate is acceptable.