People are any business’ greatest asset and the right talent will help fast-growing businesses thrive now and into the future. But acquiring that talent is easier said than done and entrepreneurial CEOs are all too aware of the challenges around recruitment and how to retain employees. In its 2018 report, the Scaleup Institute found that access to talent is the major pain point for scaleup CEOs, especially as four in ten expect to grow employee numbers by 20 per cent each year.
When you launch, you grow quickly. You’re going to outgrow your initial market, you'll look around for other opportunities to grow, and you’ll find yourself wondering “where do I go next?” For businesses that start out in the UK, the answer is likely to be “abroad”. British businesses are twice as likely to expand into international markets as similar firms elsewhere. “Similar”, here, means “growing in size or turnover by 20% per year over the last three years, and started out with more than ten people" - that’s the definition of “Scale-up” as the Scaleup Institute sees it. If that's where your business is, this guide is for you.
Successful marketing begins with a rock-solid strategy. Your company’s goals, how might you achieve them, your marketing plan, creative and – of course – finances are all essential elements. But whether you’re planning for the 12 months ahead or implementing shorter projects throughout the year, even the best-laid plans will fall short without a well-considered budget. Setting the right marketing budget can be a minefield. Sharing notes with our Liberti group partner, The FD Centre, we’ve compiled a list of five budgeting pitfalls to avoid at all costs.
Digital marketing is marketing delivered through digital channels. As a term, it covers search engine optimisation, websites, social media, email newsletters and mobile apps. It’s broad, diffuse, and often demands specialist skills and experience that come from dedicated personnel. However, a lot of digital specialists aren’t marketers. They’re not strategists. And they tend to view success on their own terms: if they’ve got you the views, likes and shares, their job is done. They’re not thinking in terms of money spent and money gained, and they sometimes struggle to prove the return on investment - how their activity impacts the business’ bottom line.
Marketing is plagued by mythology. Day-to-day, we deal with many misconceptions and malversions: misguided ideas which too many business leaders have come to believe. Often these myths aren’t malicious, they usually come from a lack of understanding around what makes great marketing or from having being burnt by bad practitioners in the past. We’re here to clear things up. In this series of articles, we’re taking those myths to task one by one. We’ve already tackled “marketing is all about lead generation.” This week, the view that marketing is all inspiration and not so much perspiration.