Resource Center > FROTH vs COFFEE

Resource Center > FROTH vs COFFEE

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About the Author

John Common

John is Intelligent Demand’s founder, chief strategist and CEO. His energy and enthusiasm for transforming companies with modern approaches to marketing, sales, and customer success is palpable.

Coffee metaphors are best served in the morning.

A picture is starting to emerge out of the fog of the last 18 months: we’re resetting into a new normal.

The New Normal has the following characteristics:

  • The world isn’t ending — the economy is still fairly strong and surprisingly resilient (especially in the U.S.)
  • The go-go growth at all costs days are over
  • Growth is still very much on the table, but it requires a smarter, more efficient, GTM strategy and growth engine

Said differently: The Froth has been scraped off The Latte, y’all.

The Froth = the excesses and bad habits caused by growth at all costs X free money X an outdated growth playbook 

The Coffee = a financially healthy business X smart growth strategy

There are three types of companies now:

1) Mostly Froth: you’re doing down rounds, quietly looking to be bought, or in the zombie/dying process

2) Frothy Coffee: you’ve been going through the painful reset process, but you’re realizing the world isn’t ending and you still have to grow — with the right growth playbook

3) Mostly Coffee: you’re feeling strong and ready to make smart bets on growth — with the right growth playbook

OK. Great coffee metaphor. What do you DO about it?

If you’re in cohort #1, polish up your resume and get into cohort #2 and #3. We need your talents. Or, maybe go try a tour at an AI startup. 

If you’re in cohort #2 and #3, I strongly recommend you take the advice: “Never let a serious crisis go to waste.”

Use this moment to uplevel and transform your GTM strategy and growth engine. You’ve got a golden opportunity to drive change — don’t squander it.

And your planning and budgeting process — this season! — is the time to do it. 

Reach out if you’d like some advice for how to use your planning and budgeting process as a lever for needed change. We use a proven framework and process for connecting growth goals to the right B2B growth playbook Intelligent Demand.