Budget season again.
Where Will Growth Come From?
Big growth targets. But where will the growth come from?
There are some ideas. There’s a rough plan. But rough plans are not foolproof. To deliver your Big Hairy Audacious Goal (BHAG) and quarterly expectations, the majority of your initiatives have to hit. The pipeline isn't full enough to de-risk the plan if an initiative doesn't deliver to expectations.
You Want Evidence-Based Decision Making
You want confidence based on evidence that your teams can and will overdeliver. Because that's how big plans are realized.
The Track Record Isn’t There.
You’ve seen it. A project started with real promise and moved through development with real commitment. Then it arrived at commercialization to hear the market does not need what research and development (R&D) built. Leadership asks about the return on R&D spend, and the honest answer is harder to give than it should be. Credibility erodes. The next investment of dollars and trust is harder to win.
You’ve got good people. Good technology. Why aren’t you more confident? Why aren't you winning?
Sound familiar?
It's Not a Talent Problem
Your team is talented. That is not the problem. Talent pointed in the wrong direction, at the wrong problem, too early in the wrong solution, produces the same result as no talent at all. I’ve been called in to save projects like this. Years in development. No clear path to revenue.
The real problem is the system around your people. Teams jump to solutions before the problem is defined. Outside perspective comes in late or not at all. R&D and commercial teams work in separate lanes. Value propositions are built after the solution, not before. And quarterly pressure pushes everyone toward shorter horizons at exactly the moment you need longer ones.
Short-term projects are necessary. But they do not build the future.
Build The Growth Process
You need a process to deliver consistent growth.
Strong leaders build that system and enable their teams to run it. They don’t do the work themselves. They create the conditions for it to be done well. Their teams define problems clearly, validate assumptions early, and make confident go, pivot, or stop decisions before the investment is already made. They engage the full value chain before locking in direction. They bring leadership recommendations grounded in evidence.
Build Organizational Capability
That’s where confidence comes from.
And it compounds. Growth that lasts is the result of organizational capability: the processes, tools, shared language, and trained practitioners that make growth repeatable regardless of who is in the role. Without it, capability lives in individuals and walks out the door when they leave.
Improve Hit Rates
The odds improve, too. Organizations that apply marketing science achieve 50%+ success rates on new offers, a 2x improvement. They win with sharper value propositions and 2X margins. They rebound 30% faster coming out of downturns. (Sources: AIM Institute, MIT Sloan, Harvard Business Review, The Wall Street Journal, McKinsey, Fast Company)
Your 2027 plan needs the majority of its bets to hit. Build the system that points your team’s strength at the right problems.
If you’re heading into 2027 with big targets and less confidence than you’d like, let’s talk. Just a strategic conversation to help you move forward with clarity.
Lawrence Innovation helps B2B leaders do exactly this. Contact us for a conversation about where your growth will come from.
P.S. We are now forming cohorts for Market-Driven Innovation Excellence™. Learn more here.