“At this stage, growth has become a continuous loop of optimization and foresight.”
Erry de Boer, CEO Eqeep

In our series on the Greiner model, we explored the growth stages of an organization step by step. From the start-up phase, where you lay the foundation, to the scale-up phase, where agility and coordination are vital. We have arrived at the final step: the flow phase. Here everything revolves around sustainable growth, strategic choices and optimizing your operations.

From loose connections to integrated strength

In the flow phase, the dynamics within your organization shift. Teams no longer work as separate chains, but increasingly as an integrated unit. Cross-functional collaborations emerge in which expertise and ideas from different departments come together. This phase is all about synergy: how do you bring your organization’s strengths together to drive innovation and growth? New opportunities also arise outside your organization. Collaborations with external partners, such as suppliers, customers or other companies, are becoming increasingly important. But how do you keep all these connections effective and manageable?

The challenge: connection in growth

The number of employees now exceeds a hundred. With a larger team, more departments and external collaborations, connection can sometimes be lost. How do you make sure everyone shares the same vision and works toward the same goal? The answer lies in strong communication, shared values and a culture where everyone feels engaged. Transparency and openness are necessary conditions to avoid misunderstandings and ensure smooth collaboration.

Technology as a connecting engine

Technology also plays a key role in this phase. Digital solutions make it easier to share information and collaborate, both within your organization and beyond. Consider systems that provide real-time access to data so that teams and partners are always working with the same information. This not only increases efficiency, but also prevents errors that can arise from miscommunication.

An integrated platform supports you in managing complex collaborations. Automation of tasks such as reports and project updates helps save time and keep processes running smoothly. Technology also provides insights into performance and trends so you can continue to strategically manage. Moreover, scalability ensures that your systems continue to function regardless of the growth of your organization or the complexity of your collaborations.

Driving innovation through collaboration

The flow phase offers a unique opportunity to accelerate innovation. By connecting departments and external partners, you create a rich source of ideas and expertise. Create a culture where teams are encouraged to experiment together and come up with creative solutions. Digital collaboration platforms play a supporting role in this by removing barriers and facilitating idea exchange.

“The flow phase is all about continuously improving processes and working together to make ideas a reality. It’s a dynamic game between strategy and operations.”
Erry de Boer, CEO Eqeep

Leadership: focus on vision and strategy

In the flow phase, the role of leadership shifts to monitoring strategic direction. You must continue to clearly communicate your organization’s vision and ensure that you translate it into concrete actions. At the same time, it is important to remain flexible and allow room for new initiatives. Success in this phase requires a balance between control and freedom.

Want to know more?

We have gone through all the growth stages of the Greiner model in this series of blogs. In the process, we’ve discussed key challenges and opportunities and seen how technology plays an indispensable role in each stage of growth. Time to take steps to streamline your growth! Check out this page and discover how NetSuite SuiteSuccess Starter and Eqeep’s expertise will help you build a solid foundation. We take a look not only at the here and now, but also at where you want to go. Together we determine the steps needed to realize your ambitions. An ERP solution that grows with your success. We look forward to further discussions with you. Get in touch with us.

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