Industries · Agility and AI consulting
The market changed.
Your marketing didn’t.
Agile as a market is in decline, while demand for organizations that can adapt and deliver on their promises only increases. AI demand is growing fast, but the market is nowhere near mature and buyers don’t know what they’re looking for. Either way, the tactics consulting firms used ten years ago aren’t going to cut it.
Firms in this sector I've worked with
In decline
Agility
The agile market is shrinking. What isn’t shrinking is demand for organizations that can adapt and deliver on their promises. Firms still selling the framework are competing on price. Firms selling the outcome are not.
Emerging
AI
Demand is growing rapidly and the market is not mature. Buyers can’t yet describe what they’re looking for, so the firm that names the problem clearly wins the conversation. Announcing capabilities into that market does not.
My advice, before you spend
Adhere to the Activator methodology first.
I advise every consulting client to adhere to the Activator methodology before investing a lot of money in tactics designed for selling software. Expertise firms grow through relationships their people build and commercial conversations they start, not through a demand-generation engine borrowed from a product company.
That order matters. Marketing spend on top of an undisciplined go-to-market buys you activity, and activity is the most expensive thing a consulting firm can mistake for pipeline.
Case studies
The Secret to Differentiation: How Outcomes360 Found Its Unique Edge with BinkInc
Without a clear positioning statement, Outcomes360 had difficulty crafting compelling marketing materials and effectively communicating their expertise to prospective clients. Through a structured, four-step Positioning Statement Workshop, BinkInc helped Outcomes360 uncover their true differentiators.
Read the case studyHow Strategic Workforce Planning Boosted Marketing Department Engagement by 52%
A marketing department riddled with inefficiencies became a high-performing team, with a 52% boost in employee engagement. The approach aligned talent with business goals, fostered collaboration, and produced measurable success.
Read the case studyQuestions
What consulting founders ask me.
Isn't agile a shrinking market?
It's a changing one. Buyers stopped paying for frameworks and certification, and they still pay for change they can measure. The firms struggling are the ones whose pitch never moved.
Why not run the AI playbook everyone else is running?
Because that playbook was built to sell software. In an emerging market the firm that names the buyer's problem clearly wins the conversation, and capability announcements don't do that.
What is the Activator methodology, and why first?
It's the go-to-market discipline behind expertise firms that grow: people building relationships and starting commercial conversations. Marketing spend on top of that compounds. Marketing spend without it buys activity.
We already have a marketing person. What would you do?
Usually make their work matter more. Most consulting firms have someone producing marketing without a go-to-market strategy they're producing it against.
Talk through your go-to-market
Take 30 minutes to talk through how your firm sells today. You'll leave with a clearer read on it either way.