Written by: Vickie Sullivan | August 30, 2022
Should You Work with Big Companies?
Working with big companies sounds appealing, but developments in Corporate America may not align with your strategy or ability.
As advertising visionary David Droga points out in a Fast Company article published earlier this year, changes are afoot that will impact our efforts to market to big companies.
In the article, Droga, CEO of Accenture Interactive, maps out his vision on the relationship between Corporate America and the big consulting firms who serve them. Here are two major developments and how they affect us:
• Big buyers expect alignment. Droga proposes using creative approaches to solve broader business problems by pitching alignment. Prediction: This expectation will flow down to smaller markets, making it a potential sales objection. Start now to explain how your work can be aligned with other efforts in content marketing and early sales conversations.
• Business consulting and creative work are getting married. “No holding company or competitor of comparable size is led with this level of creative business pedigree,” the article says. Translation: Your pitch that big consulting firms produce generalized programs will lose credibility. Now is the time to switch up how you position your services.
Listen: How to Compete with the Big Dawgs Now insert
Before you gear up your fall marketing outreach, take some strategic time over the holiday weekend to revisit the big company market segment. These developments could make the small/mid-size markets look more attractive.
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