As SI recently posted on LinkedIn, corporate failures are already starting! Two notable companies in the UK with great solutions and decent customer bases have filed for insolvency in a little over a month. We think they will both be rescued (this time), but if good companies with good solutions (where current / former leaders made just a few of the critical mistakes I chronicled in my dumb and dead series — which every company’s leadership SHOULD read, but none actually do as no one will admit they aren’t perfect anymore) are at risk of going out of business, what does this say for startups who raised too much money, created too little in terms of solution value, and have no significant customer revenue to get them through tough times?

(As you may recall, even though you were blinded by the hype, we tried to give you a distant early warning that there are too many tech failures and you need to do something about it before you end up the next casualty.)

Having talked to almost a hundred small companies over the past year, that group has included dozens which are struggling financially and over a half a dozen that spent large six figure amounts (which might be a small amount compared to the seven figures an enterprise client will spend, but which consists of the entire Marketing and Analyst Relations budget for sometimes two years for these companies), and most of those have admitted they have yet to see, or saw, ZERO return.

Imagine spending 100K to 200K, when that is your entire marketing budget, on a promises of leads over a one to two year period only to see ZERO when all is said and done, and, even worse, to have no reprint rights to the work you paid for when the contract ended, no access to the database of “registrants”, and no unique insights that your sales team can use. (Or, engage one of the Great And Reputable Technological Network Engagement Review firms and you won’t have to imagine!) Now imagine being almost out of money, struggling to make payroll, and not having enough in annual recurring revenues to maintain minimal staffing levels. Unfortunately, this is becoming too common (and we know one of the companies that filed for insolvency made a significant investment in one of these Great And Reputable Technological Network Engagement Review firms and saw little return).

Th reality is that unless you are a reasonably large vendor, offering an enterprise suite, with high six to seven figures available to spend with these firms to achieve preferred customer status, and guarantee a position in one of their maps, there is little value from just sponsoring some research, getting a write-up, and hoping for some leads from the very limited reprint rights you get. It’s typically not a good investment for a small company, especially one that doesn’t have the budget to lose.

Now, at the end of the day it is the company that chose to sign the contract, and the company that made the mistake, but if they entered the contract under false promises, should not some blame rest with these Great And Reputable Technological Network Engagement Review firms?