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Four Reasons to Build Your Go-To-Market Strategy Before Faced With a Looming Deadline

By Lisa R Cassidy |   May 17, 2016

It’s only human nature to kick it into overdrive when faced with a deadline. Many of us believe that this is when we are at our best, but are we really? I’ve never actually heard someone say, “I wish I had less time to work on this campaign. I’m much better when I have unrealistic deadlines.”

This May marks my 12th year as an independent Marketing Consultant. When I first began my business in 2004, I had two signs on my wall, “You get what you negotiate, not what you deserve,” and “Procrastination gets you nowhere.” The first one reminded me that confidence was essential to succeed as a small business owner.  The other was a reminder that every day was an opportunity to build my business – every conversation, every email, every connection brought me one step closer to my goals. Doing nothing would get me nothing and as a consultant, that also meant I would make nothing.

Twelve years later, I am here to remind you that whether you are a consultant or a growing business, there IS a cost to doing nothing, so get going.  Listed below are four reasons why it is important to build your go-to-market strategy early.