Paula Fifield

Company Director - Business Development

True North Growth Partners is a business development consultancy delivering demand-side support for busy, supply-driven business founders. 

Businesses thrive, not because you have something to sell, but because you have something that people want to buy. That means cranking up demand.

When it comes to growing your market share, connection beats competition all day long. 

The more people who know you, remember you and like you, the more resilient your business will be. It's that simple. 

I can help you to identify more people within your total addressable market, connect with them and stay on their radar, putting you on their day-one shortlist when they move in-market for your product or service. 

Drop me a line at paula@truenorth-gp.co.uk for a free 30 minute consultation on how I can help you.

Demand Generation Director

I'm a board director and member of the senior management team, responsible for the agency's sales, marketing, branding and business development strategy and implementation. 

It's now been a little over seven months since I founded True North Growth Partners 🤯

I honestly don't know where the time has gone. It's been a real whirlwind and I'm thoroughly enjoying every minute!

I've connected with a LOT of new founders in the Yorkshire area recently, so I wanted to quickly reintroduce myself. 

OK, here goes... Hi, I'm Paula 👋

I'm a business development consultant, delivering demand-side support for busy, supply-driven business founders. 

I'm finding each client is different, but support is usually geared towards achieving outcomes such as better quality leads, smoother processes, a usable CRM, greater clarity around sales, quicker decision making and... reduced stress!

IMO businesses thrive, not when you have something to sell, but when you have something that people want to buy. 

That means cranking up demand!

When it comes to growing market share, connection trumps competition. The more people who know you, remember you and feel an affinity towards you, the more resilient your business is against competitors and other potential growth-busting pests!

By strengthening connections, content and CRM processes, I help clients make sure that every new business opportunity is maximised and that no lead is left behind!

Contact me here or on paula@truenorth-gp.co.uk if you'd like a zero-obligation introduction. 

Huge thanks to those founders who have booked calls with me over the next couple of weeks... looking forward to speaking to you all 😊

Wildfire is a fast growing and multi-award-winning tech PR agency that turns ambition into action.
 
We know that achieving ambitions doesn’t happen by accident, so our team of creative consultants works with high-growth tech brands to make their goals a reality through a combination of strategic thinking, bold ideas and brilliant results.
 
Our Think.Bold approach enables us to go beyond ‘the norm’ and create fully integrated campaigns that help the world’s biggest and smartest tech brands achieve their business goals.
 
And through the PROI, we have partnerships with over 80 independent international agencies, spread across 50+ countries and 100+ cities, meaning we can support your global ambitions too.



True North Growth Partners

Founder at True North Growth Partners | Business Development Consultancy and Coaching

Taking one for the team here guys. 

Ordinarily, I’d be 100% on the ‘New Year, New Me’ wagon, diet underway etc., but when folks have gone out of their way and spent their hard earned cash to buy you Pinot Noir AND a giant Toblerone for Christmas… what’s a girl to do 🤷‍♀️

(it’s my birthday on Sunday, so I will actually be good after that. Probably.)

Does your value proposition represent a vitamin or a painkiller?

If you're trying to sell a vitamin for overall, long-term health, to someone who has a splitting headache now - you're not going to get very far, as your solution doesn't address their need i.e., immediate pain relief.

It's a helpful analogy to apply to your own business. 

For me, if I position True North Growth Partners to founders as the solution to financial freedom, when most founders are actually searching for greater purpose - it won't work. 

This is why it's so important to understand your Ideal Customer Profile, the challenges they face and how your company can address or solve that problem. 

The way to do this is to talk to them. It's why I request meetings with my ICP before they're in-market - it's a great learning opportunity and helps me develop services that clients actually need and want 😃

If you're a little lost with this one, there's an easy formula to follow:

Who: Know who you're selling to and how to reach and engage them
Problem: Understand the problem they face
Solution: Have a clear proposition for how you'll help address the problem
Outcomes: Offer proven or target results
Proof: Show where you've solved this problem for others or why the approach is to be trusted

Remember: Vitamin or painkiller? 💊

Birthday Weekend. Wahoo! 🎉

49 years old. Bring. It. On. 

Feeling very fortunate and brimming with gratitude. 

I’m curious to see what the year ahead holds but whatever the Universe decides to throw at me - I’m ready and (thanks to hubby)I’ll smell bloody fabulous 🤣

When I founded True North Growth Partners last year, my brilliant coach Philippa Dale-Thomas encouraged me to create a 3x3 plan for ‘business’, ‘professional’ and ‘personal’ ambitions for ‘now’, three and six months. 

I’m pleased to say that I smashed the business and professional goals, but I was sorely lacking on the personal achievement. Typical founder behaviour I guess, putting the needs of the business and my family before anything I had planned for myself 😬 

At PDT’s request, I’ve just completed another 3x3 and this time I’m determined to hit the personal goals too. 

I’ve already signed up for my first volunteer day of 2026 with Yorkshire Wildlife Trust in March. It was Zoe McFarland at Wildfire (Thanks again Zoe!) who got me involved in my first volunteering day and I loved it so much, I promptly signed up with YWT so I could continue to volunteer... beach clean ups are my favourite! 

I’ve also signed up to reach my health goals with Carol Marshall. At just shy of 40% body fat, it’s about bloody time! 

That said, I’m focusing on the positives… my protein levels are high, I’ve got good muscle volume and fab bone density - my body is strong! I just need to put the work in to reach my goals before I’m 50 next Jan. 

Please do give me an encouraging thumbs up if you see this 👍🏻

It will make me realise how many people I’m accountable to now I’ve said this publicly and I need all the help I can get to drop approx 15kg 🫣🤣

Right then… here we jolly well go!

Growing people and businesses

Yorkshire Wildlife Trust

Associate Director at Wildfire - Certified B Corp & Tech PR agency of the year 2025

Wildfire

Nutrition and Exercise Coach at Adonis Blue Nutrition

Founder-led businesses are absolute masters of supply-side operations. 

The challenge is that a business exists, not because you have something to sell, but because you have something that people want to buy. And that means scaling demand. 

I subscribe to Ehrenberg-Bass's 95:5 principle, which suggests that only 5% of any total addressable market is in-market at one time. Taking this into account, your business's average conversion rates, plus the strength and volume of competition, it gives a rudimentary idea of just how many people you need to reach and engage with in order to support business growth.

I attended one of Daniel Priestley's webinars yesterday, where he advised another delegate to reach and engage with 50x the number of clients that the delegate's business needed to win within the year. 

The delegate said he needed 12 clients per month (I did do a double take at this given he was a start-up in financial services, but... OK 🤷‍♀️), which meant he needed 6,000 individuals that feel a connection with him. 

Daniel also advised that the latest stats show that people don't even register who you are until they've seen content from you 11 times. 

To the founders working hard on perfecting their products and services while largely ignoring the demand side of the business, I urge you to take a more balanced approach in 2026, particularly if you operate in a highly competitive environment - like marketing services. 

Connection is the adversary of competition, which makes it your best friend. The more people that feel a connection to you (as a founder - this means you personally, not your company brand) the more resilient your business will be.

I love chatting about this stuff, so hit me up if you fancy a natter over a Google Meet.

How much difference does it make when you have an 'accountability partner' to ensure you do the difficult stuff.

Apparently, it often makes 3x the difference in achieving a positive outcome. 

It's why I'm hiring a fitness and nutrition coach this year. I'm determined to reach my goals in 2026 in preparation for my 50th birthday this time next year. 

Don't get me wrong - I know WHAT to do and I know WHY I'm doing it. Hell, I even know HOW to do it! I just... don't. Well, not consistently anyway. That's why I'm paying someone to keep me motivated and on track so I get the result I deserve this time. 

If you're a founder of a small business - ambitious, customer-focused, short on time and not big on detail - you just want a new business engine that you can trust will carry the heavy load so you can focus on what you enjoy - I can throw some KGs behind it, in more ways than one! 🤣

I'm done with false starts. Let's get you flexing your new business muscles in 2026 💪

What’s your biggest achievement so far this morning? 

Well, I lifted a Rhino 🦏 

Just sayin’.

Bet you didn’t see that coming. I certainly didn’t 🤣

First at-home workout completed as set by Carol Marshall. 

Let’s go! 💪

"No lead left behind..."

That's my New Year's resolution for clients 💪

Service and product delivery are every founder-led business's priority and attention to detail is meticulous. Serving clients is what they live for and the sense of pride associated with good customer experience is a joy to behold.

But when it comes to marketing systems, business development processes and sales admin, founders often need a bit of help.

As a new business development consultant, leads and opportunities are my priority. I treat each one in the same way founders treat their products and services. Each one is precious (particularly these days when solid leads have the equivalent value of gold dust!).

If you're not processing new enquiries quickly enough to make a positive first impression, you know you've got a leak in the sales funnel, you're not maximising 'closed-lost' business by adding it back into a solid nurture program or you just know you're leaving money on the table somewhere but you're not sure what do about it - drop me a message. I'd love to help!

How good are you at maths? 

Me… not so much. 

Thankfully the apple appears to have fallen and rolled well away from the tree with Amelia getting a postcard home to congratulate her on her maths work from engineering college. 

I even had to ask her who Dr Frost is 🫣

(If you’re now Googling it, just know that you are my people 🤣)

Do you ever question yourself?

I do. All. The. Time.

If you're anything like me, there are probably days when you wonder whether what you're doing here on LinkedIn is worthwhile. Whether anyone even notices. Or cares.

Yesterday I had a call with a long-standing contact. I've never met him face-to-face but we've had a couple of Google Meets. He told me that he had been looking forward to our call, saying 'you're such a positive force on LinkedIn. You're a shining light in my network'.

And you know what? That made my January (you know who you are and THANK YOU again!)

I know this individual follows my posts because he told me a while ago when I was just getting started with True North Growth Partners, though he doesn't always engage - and that's OK. In fact, it's to be expected. 

The thing is, you have no idea who is absorbing what you put out into the world. 

The best advice I can give is just 'do you' while being mindful of how your content is likely to make other people feel. Not think... feel. That's the best way for you to make a lasting impression and be remembered when it matters most i.e., when someone needs your product or service, because let's face it - ultimately, that's why we're here, right?

I recently sat in on a Dan Priestley webinar where he said, 'If you're posting on LinkedIn once a week, you're in the top 1% of the LinkedIn community. If your posts are positive, you're also massively differentiating yourself right now!'.

Resist jumping on the 'negative Nancy' bandwagon to collect likes and impressions. It's tosh. 

Be the light that shines through for someone instead I reckon. You never know who might just need it ☺️

Painkiller or vitamin? 💊

If you saw my post last week, you'll know I advised founders that selling a vitamin to a client with an acute headache won't work, as they're looking for an immediate painkiller.

I stand by every word of that, though the analogy is slightly more complex when it comes to business growth.

As a founder, if you reach the point that 'lack of sales' is YOUR acute headache, I'm afraid a short-term 'painkiller' just doesn't exist.

If there was an affordable, efficient, short-term fix for lack of sales, everyone would already be doing it, the problem wouldn't exist and there would be a lot less 'sales snake oil' doing the rounds on LinkedIn 😞

You've heard the term, 'prevention is better than cure', right? 

Business development is about building a safety net around your company to prevent there ever being a lack of sales opportunity i.e., get ahead of the problem before it's even a thing!

It's about having the right systems and processes in place to combine marketing, the founder's personal brand, partnerships and referrals, to compound growth.

If you love this idea but you're not sure where to start, let's have a chat.

LinkedIn

Are you one of those people who can properly belly laugh?

I mean, to the point where you've got tears running down your face?

I'm pleased to say, it's something that runs in my family. If my Mum, me or my kids 'lose it', it can border on embarrassing!

I'd had a bit of a shit day yesterday, but at around 8pm, hubby decides he needs to go to B&Q for a 'few bits and pieces'. 

When we arrive, he goes off into the shop and I stay in the car (in a fairly poorly lit car park) to check my email on my phone etc.

When he comes back, he's chuntering about the price of paint and saying something about how it can't be right.

I see him out of the corner of my eye, grab his readers and start checking the receipt... still waffling and generally being cross. 

He them proceeds to faff about putting stuff away in the centre console, when I hear him say, 'oh, FFS - I've dropped my bloody glasses now. Are they at your side'.

I proceed to use my hand in the dark to pat around the footwell. Nothing. 

I turn my torch on and have a look. No glasses. I have a look in his footwell. No glasses. 

As I lean back, the light catches him... his glasses are only on his face! 

At that point, I absolutely lose it... you could probably hear me laughing from St Andrew's Dock in Hull all the way to Grimsby. 

Yesterday was a crap day for all sorts of reasons, but you have to take your laughs where you can get them. 

I hope today delivers you some humour. Laughter really is the best medicine ✨

Starting to think this strength training app is taking the p!ss! 

‘Northern’ giraffe, eh?

I see. 

🤣

'I want/need to sell more' 😅

That's what founders often (not all the time, but mostly!) tell me. 

Usually what they're really saying is 'I want to supply more', because they're not really focused on demand at all. 

The challenge is that in order to 'sell more', it's necessary to build greater demand for what you supply. A healthy tension needs to be created, and that's where a solid business development plan can help. 

Biz dev aims to generate long-term growth opportunities by identifying and developing new customers, markets, partnerships and products. And although it sounds counterintuitive, reaching these people before they know they need/want what you're supplying, is often the key to success. 

This is the best route to 'selling more'. It's no quick fix, but it works. 

If you're wondering whether business development could help your founder-led business, take this short quiz or drop me a note! 😃

https://lnkd.in/ezw4JtBi

Are you craving more human connection? 

I am. And I’ve heard several people say the same in recent days. That there’s a return to ‘humanness’ unfolding.

Don’t get me wrong, there’s a place for AI and automation. Though I’d argue that if you’re selling services or trying to build a brand on a budget, the quicker you can create a human connection, the better. 

If prospects are showing you the courtesy of engaging with you via your content, the least we can do is treat them as a human and not like a number. 

These are not faceless ‘leads to be won’, they’re real people. Busy people. Being pulled in a million directions. And dealing with everything that’s going on in the world, just like we are. 

If you’ve already done the impossible by cutting through all that noise and reaching someone, don’t risk undoing that effort by having a shonky email automation. 

If you want to use AI and automation in processes to make your business more efficient, that’s ok. Just make sure that the impact on your prospects is actually positive - not just perceived to be positive by the people creating the process.

#Founders... is your business development calm or chaotic? 

I've been working soooooo hard on True North Growth Partners', 'Business Development Ecosystem' and 'Pathfinder Framework'. 

They're beautiful. And tidy. And they're great examples of what good looks like. 

But it's dawned on me over the last few days that, at best - they're reference material 🤷‍♀️

Every founder I speak to has different challenges, starting point, ambition, purpose, tools and resources, expectations... the list goes on. And it's usually the opposite of calm. 

It's the very definition of chaos 🤣

I've been driving myself nuts looking at this 'perfect system' (and quietly berating myself where I've got knowledge gaps) but do you know what founders really need when it comes to business development...

Calm organisation.

Tenacity.

Hustle.

Grit. 

'Can do' attitude.

Clarity (as much as is possible!).

Camaraderie... or at least that sense of 'being in it together', because - let's face it, being a founder can be lonely and often no-one else in the business really 'gets' how hard biz dev and sales is. 

The good news is that I've got the list above in spades (are these spades or shovels in the pic, I can never tell 🤣)

So if you need someone to grab (whatever these are 🪏) and muck in already, let's have a chat!

Also - what am I missing from the list?? 👀

New business development for founder-led companies begins in the same way as playing the lottery...

...you have to be IN IT to WIN IT! 😃

I've been asked so many times, 'what does good look like', when it comes to new business development. 

More often than not, my answer is, 'successfully implementing an achievable plan, not chasing perfection'. 

Starting today with an imperfect plan is better than procrastinating until a perfect plan materialises. 

New business is messy because it reflects the buyer journey which is complex. Even if you don't have all the pieces of the puzzle, get your corners in place (business plan, ICP, CRM, content plan) and go from there. It doesn't matter where you start, providing you start - which means identifying the right people, connecting with them, building your brand memorability until they're ready to buy and being easy to buy when they do.

In my experience, good looks like this 👀👇

1. Get the core foundations in place (as above, plus a few other bits)
2. Create an achievable plan which maximises existing resources
3. Consistency
4. Bucketfuls of energy and tenacity (you can lean on me for this, I have a tons!).

True North Growth Partners's Pathfinder Framework ensures founders find the right growth path for their business. 

If hitting the jackpot for your business means winning a new client or three, it's time to get your business development game on!

If you'd like me to talk you through our approach, just give me a shout anytime. I'd love to connect, share and get your feedback.

Founders gonna found ✨

Clients gonna client ✨

Demand creation gonna... 😐???

If you're running a founder-led business, where the supply-side of the business runs like a dream, but the demand-side has you feeling a bit stressed, unsure or frustrated - True North Growth Partners might be the answer.

I've created a short quiz which will help to determine what stage your business is at in new business development terms, plus some stage-dependant priorities that you might like to consider.

Have a go! See what you think. It's the first time I've tried one of these so I'd love to get your thoughts. 

Here's the blurb and the link! 

How predictable is your business growth engine? Many founders and business leaders rely on one-off campaigns or sporadic bursts of activity to drive new leads, but sustainable growth comes from consistent, measurable processes. Are you tracking your pipeline numbers weekly? Do you know which campaigns truly generate real opportunities - not just likes or impressions? The most successful businesses have a clear view of their ideal client, a content strategy mapped out in advance, and a process that ensures every opportunity is followed up promptly. If you’re ready to see how strong your growth engine really is, check your score here:

https://lnkd.in/ezw4JtBi

Thanks to my client TractAir Ltd - this is the content my Facebook feed now serves up to me during Sunday scrolling 🙄

I blame you two, David Constantine and Nick Constantine 😉

The worst part is, I’m quite tempted to enter the competition! 🚜😍

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