The companies that market the most and the best grow faster.
But most companies don’t engage in modern marketing. In fact, over 80% of companies don’t have anything approaching a robust, full-scale marketing program. That lack is especially apparent in small- and mid-sized businesses: those with up to 1,000 employees. And even some enterprises have slowly grown over decades while under-investing in marketing.
There are two major reasons for this.
First, marketing is simply not in the DNA of many company founders and CEOs. Most of these leaders are expert in their industry, and they had to become at least competent in sales or their company would have never gotten off the ground. But they’re not experienced in marketing, don’t understand it, and think it’s an expense rather than an investment in growth.