I wish I could tell my clients and colleagues that the best company always wins but that isn’t the case. Over the years I’ve met quite a few leaders who think that doing a good job should be sufficient for success and that money spent on adverstising and marketing is purely discretionary. However, it’s not enough be good at something. People need to know you exist and have to be reminded why you are the preferable option. Sure, you can try to grow your business through word of mouth referrals but this strategy only has a chance if you have low growth objectives and/or your prospective client base is relatively small and/or there is minimal competitive pressure.
Way too many leaders spend far too much time tinkering with the internal operations of their business or organization (often when their sales are stagnating or failing). The bottom line is that unless there is consistent and reliable sales activity, the internal operations will be a challenge anyway.