Friday, September 04, 2026
"Not right now" isn't "no" — but most SME sales processes treat it that way. Here's the follow-up system that recovers lost pipeline.
Ask an SME owner what their strategy is and they'll show you a document — a slide deck, a one-pager, maybe the output of a strategy offsite from eighteen months ago that's been opened twice since. Now look at where their money and their best people's time actually went last quarter, and you'll usually find a completely different strategy running underneath it. That gap is why so many "strategic" businesses still aren't growing: the real strategy was never in the deck. It was in the ledger. Kevin has spent 30+ years building and running nine companies of his own — and before that, inside the marketing engines at DDB, Ogilvy and Saatchi and Saatchi on brands like McDonald's, Samsung, IBM and Nestlé — and has never once watched a business fail because of a badly written strategy document. He has watched dozens stall because the actual spending and rostering told a different story than the document did, and nobody was checking.
The conventional wisdom says strategy problems get fixed by better planning — a sharper vision statement, a tighter set of pillars, another offsite. That's the myth worth dismantling. Harvard Business School's long-running research into resource allocation, led by Joseph Bower and Clark Gilbert, found that a company's real strategy is the sum of thousands of small day-to-day resourcing decisions — who gets hired, which project gets the marketing spend, whose calendar gets protected — not the document those decisions were supposed to follow. Harvard Business School's work on resource allocation and strategy makes the point plainly: strategy is what gets funded and staffed, not what gets written down. For most SME owners, the written plan and the funded plan have quietly drifted apart, and nobody has put the two side by side to check.
You don't need a new plan. You need to test the one you have against what your business actually did last quarter. Kevin calls this the Resource Alignment Audit, and it takes you an afternoon, not an offsite.
1. Pull the real spend, not the budget — Go to your last quarter's bank statement or profit and loss statement and rank every discretionary spend category from biggest to smallest. Not what you budgeted for. What you actually spent.
2. Time-audit the leadership team for one week — Track where you and your senior people's hours actually go, in half-hour blocks if you can stand it. Most owners are stunned by how little time touches the "priority" they'd name if asked.
3. Run the Three Bets Test — Write down the three biggest bets your stated strategy claims to be making this year. Then check steps one and two against them. If the spend and the hours don't clearly support at least two of the three, you don't have a strategy problem — you have an alignment problem, and it's fixable in weeks, not years.
"I have grown my business 5x since working with Kevin. Everything Kevin told me to do was the complete opposite of what I had been doing. Working with Kevin has truly been a complete game changer."
— Richard, Chem Suppliers
Most owners could run this audit themselves this weekend. Almost none do. Not because it's hard — because it requires a kind of honesty about your own business that's genuinely difficult to give yourself. You wrote the plan. You believe in it. Finding out your own spending and time don't support it feels like admitting failure, so the plan stays on the shelf, unchallenged, while the real strategy — the one being written by your bank statement — quietly takes the business somewhere you never chose.
This is precisely where an outside operator earns their keep. Someone who has sat on the other side of this exact problem in nine different businesses can look at your numbers and your calendar for an afternoon and see the misalignment you've missed for two years, because they're not attached to the version of the story you've told yourself.
If your business strategy is built on hope rather than a structured roadmap, the Resource Alignment Audit is the first thing Kevin works through with you.
...and you become the owner whose spending and calendar match the strategy you say you are running.