Definition Consulting Limited

23/09/2026

After ten years, we have learned to question a brief that starts and ends with: “We just need more leads.”

Sometimes that is exactly what the business needs.

More often the real issue is unclear brand positioning, unsuitable audience data, ineffective outreach or inconsistent follow-up.

Increasing lead volume does not resolve those underlying problems. It can mean more activity and higher marketing costs without enough additional wins.

A better starting point is to establish which opportunities the business needs and what Marketing & Business Development must do to create and convert them.

Our article looks at why more leads is often the wrong initial goal and, most importantly, how we help businesses identify and address what is holding them back.

15/09/2026

10 years in business, if you know, you know.

Business can be great and it can also be tough. The highs – client successes, creativity, uplifting testimonials, events, opportunities, launches, team development, growth and more then there’s the harder stuff: economic conditions, covid!
Working in one of the fastest changing industries in terms of technology, AI and privacy regulations (to enjoy mastering), and so much more.

Through it all we still love doing what we do – combining Marketing & Business Development

Because that’s what we believe in, when you consistently do both well it just works!

What’s your learning over the last ten years in business?

08/09/2026

Definition officially turns 10!

During our first decade, we’ve worked with businesses to achieve growth, supported changes in ownership, developed new brands, helped businesses strengthen their market position and supported sales teams to convert more opportunities.

We’ve also built great working relationships with some brilliant people along the way.

Thank you to our clients, suppliers, partners, referrers and team members. Your trust and support have all contributed to Definition.

And what better way to mark the anniversary with some cake! Watch this space.

02/09/2026

When Marketing & Business Development are treated separately, it is easy for both teams to appear busy while too few relevant conversations are being created.

It is also easy to inherit established ways of working without stopping to question whether they still support the business.

When did you last ask:

• Who are we targeting?
• Is the message clear?
• What is the data telling us?
• Does the buyer journey make sense?
• Are the conversations relevant?
• Does the follow-up give those relationships somewhere useful to go?

Sometimes, returning to the core questions reveals the piece that is missing.

20/08/2026

Should Marketing & Business Development continue during the holiday season?

The answer depends on whether the business is ready to handle the interest it generates.

Content and campaigns can be prepared in advance, but the follow-up cannot always wait until everybody returns. Before activity is scheduled, there needs to be a clear understanding of who will monitor responses, who can continue a conversation and whether the team has enough capacity to do that properly.

In some cases, it may make sense to reduce activity during a holiday period.

The aim is not to remain active for the sake of visibility. It is to make sure Marketing & Business Development remain connected, even when fewer people are available.

03/08/2026

Sales teams do not lose confidence in marketing overnight.

It happens gradually.

A few enquiries come through that are not the right fit. Then a few more. Then the team starts making assumptions before they even speak to the prospect. Eventually, marketing generated enquiries become an issue.

Once that trust breaks down between Marketing & Business Development, the business loses momentum. Good opportunities may be missed because the process has become too sceptical.

This is not solved by asking marketing to generate more.

It is solved by agreeing what a good opportunity looks like, how it should be qualified and what information the sales team needs before the first conversation.

24/02/2026

Feedback like this means a lot to us.

We spend time upfront getting to know our clients, their business and the environment they operate in. That understanding shapes how we work and the direction we give.

20/02/2026

We loved diving into Creative Boom’s feature on Chloe Isteed’s collage illustrations!

Her vibrant, tactile approach and beautifully layered paper compositions are such a fresh reminder of how charming and expressive handmade artwork can be.

If you haven’t checked it out yet, the article is well worth a read — full of colour, texture, and inspiration.

https://loom.ly/yeHjAwg

"I love using collage to tell stories about everyday life, mental health, loss, nature or simply a sock that went missing in the wash," says the up-an...

19/02/2026

Another successful team meeting today; thanks to our apprentice, Winnie! You can always count on her to provide the cuddles and creative thinking.

10/02/2026

Direct Mail still has a place.

When it is done properly, it cuts through in a way digital often cannot. It is deliberate, considered and gives people something tangible to engage with.

For us, direct mail only works when it sits within a wider Marketing & Business Development plan. The message is clear, the audience is right and the follow-up is thought through from the start.

Used this way, it becomes a conversation starter.