In agency and SaaS marketing, there’s a fixation on big swings: the rebrand, the campaign launch, the viral post, the keynote talk. These moments feel like proof of progress. But without the steady work that comes before, and the momentum that follows, none of them matter.
A single campaign won’t close a six-figure client. A single article won’t suddenly shift your positioning in the minds of the right people. These are spikes, not systems.
Why consistency beats brilliance
For high-value, high average contract value clients, timing is everything. The reality is they might not be ready to buy today, or even this year. Budgets, internal priorities, restructuring, or leadership changes all dictate the pace.
But here’s what does matter: when they are ready, they already know who to trust. And that trust is built through consistency.
Consistency:
Keeps you top of mind - So when their board finally signs off on that new initiative, they already know who to call.
Shows credibility - Six-figure deals require confidence. Consistent marketing demonstrates reliability in a way a flashy one-off never can.
Compounds authority - Over months (sometimes years), prospects start to see you not as an option, but as the obvious choice.
We’ve seen it in real pipelines: prospects nurtured for years before signing. What tipped them over? Not a big campaign, but the steady drumbeat of useful content, thoughtful follow-up, and showing up in the right places time after time.
The cost of inconsistency
Inconsistency is expensive. Every gap in your presence means competitors have room to step in. Every abandoned channel or campaign forces you to rebuild attention from scratch. In long, slow pipelines, inconsistency isn’t just missed opportunity, it’s handing opportunity to someone else.
How consistency actually looks
Consistency doesn’t mean doing the same thing forever. It means committing to a rhythm and sticking with it long enough for trust to build.
For agencies and SaaS companies selling six-figure engagements, that looks like:
A cadence of thought leadership articles, even if just one every two weeks.
Regularly nurturing your pipeline with insights, not just sales pitches.
Showing up on LinkedIn with the same voice, week after week.
Quarterly campaigns that prospects start to expect, not random bursts of activity.
The Waye perspective
At Waye, we don’t push clients towards what’s shiny this quarter. We build marketing systems that keep their name in front of the right people for as long as it takes. Because the truth is, in high-value deals, the sale doesn’t go to the flashiest campaign. It goes to the company that showed up consistently, again and again, until the timing was right.
Growth doesn’t come from the big moves, it comes from the thousand small ones.
We helped one of our clients grew their newsletter audience to over 113k by showing up every week with value-first content. When they want to push pipeline, they don’t start from scratch - they just dial the content a little more tactical and see the leads rise without losing credibility. Layer that with other consistent plays; events, LinkedIn, partner campaigns, and suddenly they’re not chasing opportunities, they’re directing them. From the outside, it looks like a good blog. In reality, it’s a system. And when you’ve built a system like that, the world’s your lobster.