Deeson's MD, Tim Deeson, took to the stage at DrupalCon Amsterdam for the panel session 'Life in the fast lane - achieving sustainable growth'.

He was joined by Vesa Palmu from Wunderkraut, Paul Johnson from CTI Digital and Jeff Walpole of Phase2, while Robert Douglass from Commerce Guys expertly chaired it.

The hour-long session addressed a series of issues and challenges faced by Drupal agencies, shops and freelancers when trying to grow their businesses.

With questions from the packed audience and Twitter, there were plenty of interesting discussion points.

Here are our topline takeaways:

1. Why grow for the company?

There are many reasons to grow, but the key one is to deliver success.

But, equally, you need to be sure you want to grow. What's more, there are different kinds of growth: acquisition and organic growth are the two most obvious. But they come with additional risks. Acquisition can prove very disruptive internally and externally with huge organisational shifts that can reverberate for a long time. Organic growth, while more steady, may enable you to optimise but can take a long time with the potential to put a company into a rut while things shift faster around you.

2. Why grow for clients?

The main reason is is to deliver a broad range of services. Why? Because if your clients' businesses grow successfully, so will yours. There's a note of caution: you can hit a point of diminishing return, so as hard as it is, try to find your company's sweet spot. Also don't be an IT elephant. Be agile. This means be large enough to service your clients, but flexible enough to meet the changing demands of your clients' needs.

3. How do you differentiate your business in the market?

There are different approaches to this. One way could be to identify a defining moment which changed your business, for example, when you took on your first major client. Another is to highlight specialisms you have. Whatever your USPs might be, you must tailor them to the right market. Remember it's not always one size fits all.

4. Can you plan growth, or can it just happen?

There are a number of things that will help you grow, but you need to think about budgeting cycles, a defined growth path and a realistic recruitment strategy. Added into the mix are the basics such as making sure you know your products, and sell what you are good at. But before anything, carry out deal evaluation. Be good at turning down work that's not right for you. It takes nerves of steel, but you build credibility.

5. How do you sustain growth?

Be bold. Tell people where you're going and why - be open. You must show cultural leadership by reflecting your values and goals in everything you do. This way you lead from the front line each day, which is critical to maintain growth.

6. What is a risk to growth?

You can look at market influences, shifts in buying patterns and other such external challenges. If you start to lose your culture, then you also risk your growth. If your role as a leader becomes 'just a job', then the alarm bells should start ringing. And if you are failing, face them head-on. Failures are not expensive but hidden failures are.

In summary

• Surround yourself with talented, motivated, engaged people
• Be clear what you want to achieve and why
• Have long term vision, approached with small steps

You can see more on the session at Twitter with #drupalfastlane

Want to learn more?

Come and find us at DrupalCon Amsterdam - we're on Stand 203!