Optimism is an essential ingredient for any company, but high confidence needs to translate into on-the-ground focus on the right activities and actions to feed success.
We talked to 117 senior business leaders in organisations where technology or
proprietary IP is a key source of competitive advantage, the types of business we support with our consultancy services on a day-to-day basis.
We assessed current confidence levels, marketing approaches and capabilities to understand whether marketing good practice is helping drive business success—and we discovered some key themes…
The Confidence Gap
We’re tentatively emerging from a chaotic economic landscape, but organisations are feeling bullish about the future.
Scaling isn’t Easy
We saw high levels of confidence across the board, but one group that was noticeably less confident about their short-medium term growth were scale-ups.
Practising what we Preach?
We found that the respondent organisations with in-house marketing expertise weren’t necessarily following marketing best practices.
From Boom-2-Bust?
B2B organisations are much less confident about the medium term outlook than their B2C counterparts.
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