Word of Mouth Is Great—Until It Isn’t

Most businesses get their start through word of mouth. Maybe that was you—people saw your work, got excited, and started referring others. Those early clients were quick wins: short sales cycles, low acquisition costs, and no major competition. What’s not to love?

Let me be clear, though: I’m not here to bash word of mouth. It’s one of the best forms of marketing. It’s transferable trust—someone who trusts you vouches for you to someone who trusts them. That kind of validation? Priceless. When I led marketing for a national PR agency, I told clients exactly that.

But here's the catch: word of mouth is passive and unpredictable. You can’t control it. You can’t scale it. And if it’s your only pipeline, then hope is your strategy—and we all know hope is not a strategy.

According to MarketingSherpa, 68% of B2B companies haven’t even identified their lead sources or sales funnel. That means they’re flying blind. No plan. No system. Just reacting. And hoping enough people are talking about them to the right people.

And eventually, reality hits:

• The pipeline is sparse—if it exists at all.

• Outreach is inconsistent.

• There’s no clear target audience or niche.

• A few rainmakers carry the whole team.

• One or two clients make up a risky share of revenue.

• Market visibility is minimal.

At some point, you wonder: Where would we be if we had started five years ago?

Why It’s Hard to Start

Building a business development (BD) strategy takes time, money, and patience. It’s hard to prioritize when short-term needs are urgent. But the longer you delay, the longer you go without benefits like new leads, stronger relationships, or a stable pipeline.

And when the referrals slow—or a big client walks—you feel it. Hard. Teams shrink, morale dips, and panic sets in. But I’m here as your Ghost of Christmas Future: it doesn’t have to play out that way.

Start Today

You can’t go back. But you can start building now. Here’s how:

• Build a framework. Start with four basics: the market need you solve, the audience you care about, what makes you different, and your goals. (There are seven more I use—but start here.)

• Be consistent. Outreach doesn’t have to be perfect. Publish something. Reach out. Check in. Offer help without selling.

• Think in seasons. BD isn’t a one-time push—it’s a habit. Build a rhythm. Be OK with slow wins.

• Make it a team sport. Everyone has a role. Everyone can connect, open doors, or share content. Reward those who lean in.

Future You Will Thank You

Yes, the best time to plant a tree was 20 years ago. But the second-best time? Today.

Five years from now, you’ll say one of two things:

“I’m so glad we started.”
Or
“We really should’ve started back then.”

You already know which one you want to say. So plant the tree. And if you need help watering it, I’m here. Let’s turn on the sales spigot together.