For most organisations, growth is not a straightforward, predictable path. While the concept of “growth” often conjures images of steady, upward progress, the reality is typically far more complex. Businesses encounter challenges, detours, and even setbacks along the way, which means that growth is rarely a straight line.
Geoffrey Moore’s seminal work, Crossing the Chasm, has long been a cornerstone in the fields of technology marketing and product management. First published in 1991, the book outlines the challenges that technology companies face when transitioning from early adopters to the mainstream market—a crucial juncture often referred to as the “chasm.” As we navigate an ever-evolving business landscape, one must ask: Is Moore’s framework still applicable today, and how can businesses leverage it to achieve growth?
In the professional services sector, referrals have traditionally been the foundation for business growth. Trusted recommendations from satisfied clients and industry peers can open doors and create valuable opportunities. But in an increasingly competitive marketplace, relying on referrals alone may not be enough to drive sustainable growth.
As businesses grow, they inevitably face pivotal moments—those decision points that separate steady progress from market leadership. Making the leap from stable growth to market dominance requires a different mindset, an enhanced strategy, and a focused, results-driven marketing approach. For business leaders seeking to accelerate their impact and broaden their reach, this article provides a roadmap to strategically approach the marketing and growth journey.
Marketing budgets represent a critical investment in a company’s future growth and sustainability. The strategic allocation of marketing funds not only influences brand awareness and customer acquisition but also plays a pivotal role in maintaining market share, launching new products, and adapting to industry shifts.
Mobile usage continues to dominate internet traffic, which makes optimising your website for mobile devices crucial. Two popular approaches for mobile optimisation are Responsive Design and AMP (Accelerated Mobile Pages). Both offer unique benefits, but deciding which is right for your business in 2024 depends on several factors, including performance, user experience, and SEO implications.
Stay up to date with our thinking & insights
Spark acknowledges and respects Aboriginal and Torres Strait Islanders as the traditional owners of this land. We pay our respects to Elders past, present and emerging.
