As we barrel through 2023, it’s important to remember that assumptions are getting in the way of a legitimate growth hypothesis. B2B marketers know the playbooks and the tactics, but without a well-defined growth hypothesis, success is impossible.
It’s time to be honest with ourselves about what is really holding us back from achieving the growth we need. Here are the three sneakiest challenges we face in 2023 and how to overcome them.
1. Assumptions: The Devil in Disguise
Assumptions are the bane of every marketer’s existence. We all think we know the secret sauce for growth, but we often fail to articulate precisely how we expect it to happen.
To be successful in marketing, we need to develop a well-defined growth hypothesis. This means narrowing down to a primary approach and aligning the entire company around it. The hypothesis must be so crisp that we can call it a hypothesis.
Without a clear growth hypothesis, we risk wasting time and resources on activities that don’t lead to sustainable growth.
2. The Execution Trap
As marketers, we’re so execution-oriented that we often forget that hacks don’t actually scale. We increase activities, add more ads, content, people, and everything else, but we don’t always see that most of our time is spent adding to the mix in a way that inherently can’t sustain.
The ad that outperformed other ads won’t keep crushing indefinitely. The landing page that converted well isn’t changing the game. The virtual event we organized can’t just be replicated.
If we want sustainable growth, we need to stop focusing solely on execution and start prioritizing initiatives based on impact.
3. The Revenue Obsession
Revenue is important, but being “revenue obsessed” is a pitfall because it focuses on the outcome. When we measure ourselves solely on pipeline and revenue, we tend to prioritize short-sighted efforts that don’t lead to sustainable growth.
In B2B marketing, being revenue obsessed is not the same as being obsessed with sustainable growth. We need to focus on the right initiatives that will get us to our long-term growth goals.
How to Overcome These Challenges
If you’re a B2B marketing leader, it’s time to get ahead of these growth challenges and start changing the internal conversation. Here are a few tips to help you get started:
- Develop a well-defined growth hypothesis and align the entire company around it.
- Stop focusing solely on execution and start prioritizing initiatives based on impact.
- Focus on sustainable growth, not just revenue.
B2B marketing in 2023 is all about being honest and courageous enough to change the internal conversation about growth. It’s time to face the three sneakiest growth challenges head-on and develop strategies that will lead to sustainable growth. Remember, assumptions, execution traps, and revenue obsession are the devil in disguise, so be sure to keep them in check.
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