For years, many B2B companies rode a wave of organic market expansion. Growth came naturally. Population trends, cheap capital, and rapid globalization created an environment where simply showing up was often enough to succeed.
But that era is over.
Today, market growth is flat—and in some sectors, shrinking. Workforce shortages, economic pressure, and tighter corporate budgets have made expansion harder, slower, and more competitive.
As Greg Crabtree, renowned author and business advisor, put it, “We’re in a market share game now, not a market growth game.”
In this new environment, you don’t grow by riding a wave. You grow by taking business away from someone else.
Flat markets change the entire sales dynamic. When companies aren’t expanding naturally, every new deal must be won head-to-head. Every opportunity becomes a battle for limited attention, limited budgets, and limited trust.
This reality means:
In flat markets, there are no “easy wins.” There’s only influence, alignment, and execution.
Many companies are still trying to use marketing and sales tactics built for an era of passive growth:
But in market share battles, access is only the beginning. Influence is what wins.
If your messaging doesn’t land with the full decision chain—and if you’re not shaping the conversation behind closed doors—you’re simply another name in a spreadsheet.
The deals that drive growth now aren’t given. They’re fought for.
When you’re selling into a crowded market, the decision-makers you’re trying to influence are overwhelmed.
They default to safe choices. Incumbents. Lowest-cost providers. Brands they already know.
To break through, you have to:
In a market share battle, your ability to influence—not just access—the room defines your success.
Decision Chain Influence gives companies a repeatable way to:
It’s not about flooding the funnel. It’s about building influence where the real decisions happen.
And it’s how modern companies will win in a flat market.
Yappy was built for market share battles.
We help companies:
In a world where every deal is a fight for market share, Yappy gives you the infrastructure to control your narrative and build real, lasting influence inside your target accounts.
The era of easy growth is over. Winning now means winning the right deals—by aligning the people who matter, when it matters most.
It’s not enough to get in the door. You have to win the room.
That’s why Decision Chain Influence—and the companies that master it—will define the next decade of B2B sales.
Let’s chat about how we can help you win the right deals.
The era of easy B2B growth is over.
Flat markets. Shrinking budgets. Risk-averse buying teams.
You don’t grow by riding a wave anymore—you grow by winning the right deals.
If you’re still relying on top-of-funnel noise, hoping brand awareness will tip a deal your way, you’re already behind.
In today’s environment, you need influence across the full decision chain—when and where decisions are being made.
We just published a new article about why market share battles are the new reality—and how Decision Chain Influence changes the game.
