We had been talking to a company about helping them with their marketing. They had a great offering, a solid competitive position, and an excellent value proposition.
But they couldn't make up their mind about moving forward.
And now they're out of business.
The problem was that the owners couldn't agree about the need to spend money on marketing, especially in the face of the coronavirus pandemic. It just seemed too risky.
And so now there's an opening for their competitors to exploit.