---
title: It is time to Attack !
description: You can only coast when you are going downhill, growth is always about attack, is the time now?
image: https://grow-sure.com.au/hubfs/shutterstock_1213706338%20(1).jpg
---

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GROWSURE INSIGHTS AND NEWS

# It is time to Attack !

READ / THINK / APPLY

3 October 2023, 9:29:25 am AEDT  
By Mark Hood

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THE GROWSURE LENS

Keep four connected decisions visible:

1. Who deserves attention?
2. Why should they care?
3. How will the organisation engage?
4. What is the market teaching the team?

[Explore the approach →](https://grow-sure.com.au/how-growsure-works)

COVID snuck up on us and it is fair to say that no-one was ready. The finance people, the protectors of all things good, moved quickly to protect the bottom line by cost-cutting to maintain cash flow and the business developers battened down for a war that few expected.

Budgets were frozen, growth was postponed, getting in the door became more problematic, and job keeper saved many salespeople.

The companies that attacked quickly and back out to market quickly and effectively are the ones who best come out of this situation. But what to do? Should you employ more salespeople, or maybe spend more on advertising to drive inbound and leads?

The answer to that question will vary from company to company, but what is factual across all companies and all industries is if that if your sales and marketing do not collaborate with each other and are not aligned with your buyers then your business development spend will be highly inefficiency. Aligning with your buyers means you can and should close more business and for less spend.

The key message is that the spend amount is not as important as market alignment , sadly so many companies still take an unstructured hope for the best approach.

So, who owns market alignment? Is it Sales? Is it Marketing, or is it the role of each business developer? That’s up to you, but if you are happy to spend money talking to people who won’t buy rather than those who will, then take no action.

However, if you take planning and alignment seriously then results can be increase by 200% to 300% for the same spend.

The days of allowing salespeople to guess the best companies to contact are long gone, the days of enabling external marketing resources to choose the best market are gone, the days of companies taking the time to pull everything they do and rebuild to create alignment are here, the great news is many companies won’t change, so will you?

TURN INSIGHT INTO ACTION

## See how methodology, platform and advisory support connect the commercial decisions.

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Better commercial conversations through a client-acquisition process the company owns.

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