Untapped growth strategies for your 2025 budget

It’s easy to focus on tried and true tactics as you plan your 2025 budget.

But what untapped growth opportunities could you be missing?

Here are a few key sales and marketing activities that often slip through the cracks—and why you should be putting budget dollars behind them in 2025.

Invest in getting to know your customers better.

The way your customers buy has changed dramatically over the past few years.

If it’s been a while since you talked to your customers, you need to know how their buying journey has evolved and what they need to move through the decision process.

Put some time into identifying who your ideal audience is and why they buy. You can do this by taking a look at current or past customers and evaluating your biggest opportunities.

Then, conduct interviews, put out surveys and observe what buyer communities are talking about. That’s how you’ll identify:

• Where buyers look for information
• What motivates them to start a conversation
• What pushes them to buy
• And what makes them become a loyal customer

These insights are incredibly valuable to your content and outreach strategies, helping you understand how to craft content that gets noticed and streamline your sales process.

Consider channels you haven’t yet tapped into.

It’s critical to put aside some of your budget for experimentation every year. It’s one of the best ways to boost your potential for growth and understand where and how your current strategies can improve.

But don’t just create a laundry list of the channels you want to explore—because the activities that get picked in the end won’t necessarily come together to create a cohesive approach.

Be thoughtful about your explorations. A few targeted experiments can help you expand your team’s capabilities while also discovering new tactics that have an impact on your audience.

Evaluate the impacts of your partnerships and alliances.

Partnerships play a big role in revenue generation, which is why it’s essential to periodically evaluate which ones are contributing to your success—and which are holding you back.

Who’s growing and who’s not? Devote some dollars into market research to discover which partners are seeing an upward trajectory and what share of the revenue you’re getting.

Based on what you find, you can determine if it’s time to shift away from a partner that’s not generating enough business for you—or invest more resources into one that’s bringing you immense growth.

The big question with your alliances is this: are you getting the most out of the partnership or is there more to unlock?

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