Last week, I had a conversation with a brilliant new contact, the head of marketing for a B2B tech service company. The contact’s story is a perfect, real-world stress test for one of our core beliefs at Witmer Group: Marketing is a must for sustainable growth and long term success: consistent and strategic marketing is what will allow your tech service company to grow sustainably.
This leader had recently taken on the entire marketing function—strategy, execution, content, and operations—after their previous team was suddenly let go. While they are a capable leader, the challenge immediately put our messaging pillar into sharp focus.
Here is what this experience taught us and why it reinforces the necessity of our approach:
Execution Without Strategy is Unsustainable
The new contact’s previous agency relationship was “very tactical.” They were “just executors” who waited to be told what to do and failed to act as a strategic partner. This lack of proactive planning led to a fragile marketing operation that crumbled under pressure.
The Reinforcement: You can’t execute your way to sustainable growth. You need a strategic mind consistently driving the engine. For us, true partnership means bringing ideas to the table, analyzing the data, and constantly tweaking the levers so you’re always progressing—not just treading water. Consistent execution must be built on a sound, proactive strategy.
High-Level Content Doesn’t Enable Sales
The contact highlighted a major pain point from their 15-20 person sales team: their existing content was too high-level—“awareness stuff”—and wasn’t drilled down enough to help them close deals. They lacked go-to-market resources they could quickly deploy, such as video clips to embed in emails.
The Reinforcement: Sustainable growth requires marketing that actively supports and feeds into sales. Our consistent marketing strategy is designed for utility. We make sure every piece of content—from a blog post to a short video clip—is multi-purpose and built with the sales team in mind. If sales loves it and uses it to convert leads, marketing is immediately showing its value and contribution to the bottom line.
Consistency is the Foundation of Clarity
A critical internal gap was a lack of consistent messaging, where sales leaders and others struggled to talk about the products. As a result, the company was busy comparing itself to competitors instead of communicating its unique differentiation.
The Reinforcement: Strategic and consistent marketing is about building a unified narrative that everyone—from the CEO to the newest sales rep—must adhere to. This means defining core messages and committing to them, even if leadership gets “bored” saying the same things. It’s the constant reinforcement of your value and differentiation that cuts through the noise and ultimately provides the stable foundation your company needs for long-term, predictable growth.
The conversation made it clear: The challenges faced by overstretched, solo marketers are often a direct result of scattered, tactical, and inconsistent marketing efforts. The path forward for any tech service company is to secure a strategic, consistent partner that can turn a reactive situation into a proactive plan for sustainable revenue growth. Let us be that partner to take you to another level. Contact us today!