Like David squaring off against Goliath, small agencies often face industry giants with nothing but sharp strategy and fearless determination.
In a CB Insights study of 111 failed start-ups, 14 percent failed because they didn’t have the right team in place. Another 19 percent had a flawed business model, which is an example of lacking predictable internal processes.
Let’s look at the health tech industry as an example. According to sales and marketing expert Fred Scheffield, health tech organizations exist with the mission to serve and treat patients and their families with sensitivity and compassion as a top priority, rather than with a pure profit motive, as with many other businesses. As a result, a very different approach and a very different hiring profile is required for a go-to-market team.
In the David and Goliath story, not only is there the daily preparation of mastering the slingshot, but there is also the requirement of picking the right stone.
Here are five systems Sheffield says underdog companies need for growth.
Process. A processisn’t just about repetition—it’s about building a predictable system that highlights what works and what needs fixing. The right system strengthens top performers, elevates others, and can turn overlooked talent into stars. Without it, tactics fall flat; with it, the why, who, and how for lasting growth are defined.
Pipeline. A strong prospect pipeline is essential for startups and scaleups—without it, there’s no revenue or growth. Many mistake a lead problem for a pipeline strategy problem, lacking clarity on what truly qualifies as an opportunity. Defining the market, ideal customers, and buying process creates focus and drives sustainable growth.
Predictability. Clear leading indicators and a defined buying process make forecasting reliable instead of guesswork. Documenting the process in a CRM (customer relationship management) system creates shared language for realistic “commit” and “best case” calls. With consistency, forecasting shifts from hope to a data-driven system.
Performance. Health tech companies often obsess over performance while overlooking the fundamental building blocks that drive success. Sustainable performance is the natural outcome created through the journey of having tightly aligned systems in place. The first three stones—process, pipeline, and predictability—are all leading indicators that determine whether the company is going to hit its performance and deliver ultimate shareholder value.
People. Hiring the right people is crucial—they must be coachable, gritty, and driven enough to thrive in a startup or scaleup environment. The best performers embrace the system, think like entrepreneurs, and attack challenges with confidence and toughness. They also need sophistication to balance structure with creativity, helping the company to stand out and win in the market.
Tightly managing the five systems will provide the company with the data it needs to address the financial equation of growth as to when and how to invest in the go-to-market team.
Sheffield believes that the path forward requires reclaiming valuable practices left behind during the COVID-19 pandemic. Beyond this, companies need constant reminders to integrate sales and marketing. This goes for in-person as well as virtual engagements.
Interactive whiteboard sessions and in-person interactions allow subtle emotional cues to be read, maintain focus without digital distractions, and facilitate authentic conversations that are impossible to replicate through screens. Despite this, the go-to teams need to also improve their engagement through virtual meetings.
The access to external data through AI for the marketing team on competition, SEO (search engine optimization), and intent, coupled with internally generated data from the buying process, will force the integration to drive an effective AI strategy.