Business & Technology
IT services among UK mid-market firms lacking distinction
Greater Else has published research showing that 94% of UK mid-market B2B service businesses fail to differentiate themselves meaningfully. The study identified IT services as one of the weakest-performing sectors.
The consultancy’s Shortlisted Pulse 2026 benchmark assessed 200 UK mid-market B2B service businesses across 10 sectors, including IT services, cybersecurity, accountancy and recruitment. It found that only 19 organisations demonstrated what it described as a distinctive market perspective or clear point of view.
IT services ranked among the three most homogenised industries in the research, alongside accountancy and recruitment. The sector scored poorly for distinctiveness and perspective, which Greater Else argues are important in helping firms secure a place on buyers’ shortlists.
The report outlines a pattern the consultancy calls the Mid-Market Plateau. Under this framework, many businesses have achieved awareness and credibility in their markets but have not built a strong enough identity to become a buyer’s preferred choice.
It also uses the term Recognition Trap to describe businesses that continue spending on digital marketing, brand campaigns and lead generation without first establishing a clear market position. In this view, firms can be well known yet still struggle to give buyers a compelling reason to choose them over similar rivals.
The findings suggest the problem is not a lack of technical knowledge or operational credibility. Instead, many companies have solid reputations but fail to explain clearly why they stand apart.
That issue appears particularly relevant in IT services, where suppliers often present similar claims and overlapping offers. This leaves firms at risk of becoming hard to distinguish in buyers’ minds, even when their underlying work is strong.
Chris Bennett, Strategy Director, at Greater Else, wrote the report. He said branding work often falls short commercially when it changes presentation without changing market position.
“Businesses often emerge from a rebrand looking better, but nothing material changes commercially. The leads don’t increase, the phone doesn’t ring any more often and campaigns struggle to gain traction because the brand work stops at the deliverable. The IT services market is full of technically excellent businesses, but too many sound identical. Buyers don’t remember capabilities lists or generic claims about innovation. They remember a clear point of view and a business that demonstrates genuine expertise. In a market increasingly shaped by AI and automation, distinctiveness has become a growth lever, not just a branding exercise,” Bennett said.
Buyer behaviour
Greater Else linked its conclusions to wider industry data on procurement behaviour. It cited research from Bain & Company and Google suggesting that 92% of buyers remain within their original shortlist and that 61% have already identified a preferred supplier before assessing the broader market.
Those figures point to the value of being remembered before a formal buying process begins. In that context, similar messaging or positioning may reduce a company’s chances of making the shortlist at all.
Geoff Bretherick, Creative Director, at Greater Else, said the issue becomes more acute when businesses expand marketing activity without addressing the core problem of sameness.
“Too many businesses still believe looking professional is enough. There have never been more channels available to reach buyers, but if your message and visual identity don’t clearly differentiate you, scaling your marketing simply amplifies the problem. Spend on reach before you’ve established what makes you memorable and you’re paying to be forgotten,” Bretherick said.
The benchmark findings were also reflected in interviews with 10 senior marketing leaders at growing UK mid-market organisations. Those interviews formed part of the research and added practical examples to the broader data.
One contributor was Kate Scammell-Anderson, Chief Marketing Officer, at Distinct Position.
“It wasn’t that people hadn’t heard of us. It was that they didn’t have a compelling reason to remember us,” Scammell-Anderson said.
Brand measurement
Greater Else said it created the benchmark because it sees a gap in how businesses assess brand performance. The consultancy argues that while other commercial functions are measured against clear business outcomes, brand is still often treated as subjective work rather than a contributor to growth.
The business recently rebranded from Fablr to Greater Else. It said the change reflected a clearer focus on mid-market B2B service businesses and on building long-term brand authority.
Philip Bennison, Co-founder, at Greater Else, said the rebrand and the benchmark were rooted in the same view of the market.
“Developing Shortlisted and transitioning to Greater Else has allowed us to be much clearer about the work we’ve been doing for nearly a decade. Across our teams in Manchester and Leeds we’ve consistently seen that businesses don’t struggle because they’re bad at what they do. They struggle because buyers can’t clearly articulate why they’re different,” Bennison said.
Greater Else pointed to work with client Right Fuel Card, where stronger brand authority, it said, contributed to a double-digit reduction in cost per acquisition for qualified leads. Bennett framed that as evidence that brand affects commercial performance rather than sitting apart from it.
“Brand isn’t a decorative exercise; it’s a commercial one. Businesses that consistently earn places on buyers’ shortlists are rarely those shouting the loudest – they’re the ones buyers already remember,” Bennett said.
Business & Technology
Over 100 UK jobs lost as Ben Stokes-backed cricket bars shut
Sixes, which used to run 16 cricket-themed entertainment venues across England including one in Oxford’s Westgate Shopping Centre, entered administration in December last year.
The hospitality business immediately closed its site in Southampton and there was a great deal of speculation about its other venues which largely remained open as a rescue-deal was sought.
READ MORE: UK jobs ‘lost’ as John Lewis kitchen firm collapses with £3.8 million debts
However, after months, an administrator’s progress report – published this month – has confirmed that a full rescue could not be achieved and a number of sites were closed with over 100 employees made redundant.
Sixes was founded in 2020 by Calum Mackinnon and Andy Waugh.
In 2023, the business secured funding from 4Cast Investment Group, the brainchild of England internationals Ben Stokes, Jofra Archer and Stuart Broad.
Sixes Social did have a venue at the Westgate Oxford (Image: Newsquest)
It is among chains to have grown in recent years as part of a boom in so-called competitive socialising, competing with brands such as Flight Club and Junkyard Golf.
The group said in December that it has a core of strongly performing sites but has seen others struggle in the face of fierce competition and “reduced consumer spending”.
A statement of affairs revealed debts to unsecured creditors of £3,447,197, including to the tax man.
Unsecured creditors are businesses, authorities or anybody who is owed money by Sixes but are at the back of the queue in getting their full money back.
After the Southampton site was shut, the decision was taken to close the Birmingham, Guilford, Fulham and Westfield venues in December as well.
In the administrator’s report by FRP Advisory, it was revealed that despite negotiations with several businesses a deal to secure the future of its Fitzrovia, Manchester and Oxford sites could not be completed and all three closed permanently on April 22.
Sixes Social Cricket (Image: Sixes Social Cricket)
Vantage Capital Partners Limited initially agreed to take over all four sites in a deal worth over £4 million but negotiations over a cash consideration requirement – an obligation to make a cash payment not using stock or debt – stalled the process.
As such the business made a new offer, by which it would only buy the London Bridge venue and certain of the business’ assets in a deal worth £3.5 million, citing the “sizable investment required” if it were to take over all four.
A separate agreement was initially negotiated for the Fitzrovia, Manchester and Oxford sites for £500,000 but the party behind the offer pulled out.
READ MORE: Cotswolds car company announces liquidation amid £111,000 debts
In total, 102 employees were made redundant in the period.
The administrators said: “Achieving a sale of the business and assets of the group within a sector in which acquisitions have stalled, as well as within a wider economy with poor acquisition rates, is seen as positive.
“The sale preserved 21 jobs.”
On its website, Sixes currently advertises eight venues although a number of these are ‘franchise locations’ – meaning it has an independent owner – and only the London Bridge site was included in the deal with Vantage.
Business & Technology
Bank of England says tokenisation could speed payments
KAREN JOY BACUDO
Finance Editor
The Bank of England has outlined how tokenisation could change the way financial assets are recorded and transferred, saying it could make some transactions faster and easier.
In an explainer, the Bank described tokenisation as the creation of a digital version of an existing financial asset, such as a share, bond or pound. That digital record sits on a secure shared ledger, creating a token that can be tracked and traded online.
The Bank drew a clear distinction between tokenisation and cryptocurrencies. Cryptoassets such as Bitcoin, it said, are privately created tokens that are not backed by assets and can show sharp price swings. Tokenisation, by contrast, is a different way of recording and transferring assets that already exist.
That distinction matters because the Bank presented tokenisation as financial market infrastructure rather than a new speculative asset class. The aim is to modernise payments and asset transfers while maintaining financial stability and protecting money.
How it works
According to the Bank, tokenisation does not create a new underlying asset. Instead, it changes how ownership is recorded, allowing holders to spend, transfer or trade assets through software-based processes that can be automated or linked to conditions.
One example involved online shopping. A payment made with a tokenised asset could be transferred to a retailer only after a buyer confirms that a parcel has been delivered.
The Bank also suggested that tokenised systems could improve cross-border payments. Fewer steps and intermediaries in the payment chain could reduce the cost of international money transfers and shorten settlement times for consumers and businesses.
Policy focus
The central bank said its role is to support innovation while ensuring money remains safe and the financial system stays stable. Its priorities include setting rules for new forms of digital money, improving how money and assets move so digital and existing forms can work alongside each other, and testing ideas on a small scale before broader use.
That approach reflects a cautious stance among central banks as they examine how distributed ledger-based systems could fit within existing payment and settlement frameworks. Rather than endorsing a single model, the Bank pointed to a landscape in which traditional bank deposits, tokenised deposits, regulated stablecoins and potentially a central bank digital currency could coexist.
Retail and wholesale use
The Bank said tokenisation could affect both retail payments and wholesale financial markets. For consumers, the potential change is more choice at checkout, whether online or in-store, along with smoother links between UK retail payments and overseas systems.
For financial institutions and large companies, the Bank pointed to faster wholesale payments, simpler transfer processes and lower operating costs. Tokenisation could also support automated payments, allowing transfers to be triggered when invoices fall due or when other pre-set conditions are met.
Another area highlighted was investment access. Tokenised assets can be split into smaller pieces, the Bank said, which could allow people to invest smaller sums in financial products such as shares or bonds rather than buying a whole unit.
In practice, that could widen access to some investments and lower the cost of holding or transferring them. The Bank also linked this to pension savings, saying that cheaper, simpler market processes could reduce costs for individuals investing in products tied to corporate shares and bonds.
Business implications
For companies, the Bank set out several use cases related to treasury and trade flows. A UK supplier sending goods overseas could be paid upon delivery confirmation, helping address late payments, especially for smaller businesses.
It also described situations in which a business could invest spare cash overnight and retrieve it quickly the following morning. In more extreme cases, large multinational companies could move money immediately between internal accounts in different currencies during an emergency.
These examples underline why central banks and market participants are examining tokenisation beyond consumer payments. The technology is being assessed as a possible way to reduce friction in settlement, cash management and the movement of assets across borders.
The Bank said its vision is for an economy that promotes competition and offers more choice in how people pay, with traditional and tokenised money exchanged seamlessly.
Business & Technology
Kirtlington community shop and cafe wins national award
The Kirtlington Community Shop and Café in Oxfordshire claimed the ‘One To Watch’ title at the Plunkett UK Rural Community Awards, which celebrate achievements in rural community business across the UK.
Committee members Raj Chandegra and Michael Shackleton attended the London ceremony to receive the award.
Mr Chandegra said: “It’s a fantastic honour for us to be recognised for what we’ve achieved so far with the project.
“When our old shop closed, something was missing from the village.
“Social connections became much weaker.
“This new purpose-built facility which is still being built will bring back something really important to our community when it’s finished.”
Kirtlington’s project also received a £10,500 grant from the National Lottery Community Fund to help complete and fit out the building.
Mr Chandegra said: “It’s fantastic that The National Lottery Community Fund has recognised our work as well.
“Thanks to National Lottery players we’re that little bit closer to opening up this new community resource that will befit so many people in the village.”
Plunkett UK, the Woodstock-based charity behind the awards, supports rural communities in establishing and running businesses under community ownership.
Mr Shackleton said: “From day one, Plunkett have guided us through every stage and the advice we’ve received has been invaluable.”
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