My thinking on building growth machines, organised around six core topics that form my methodology. Each article connects theory to practice, showing not just what works, but why it works and how to adapt it to your context. Written for consultants and course creators who are serious about systematic growth.
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Revive your existing LinkedIn network and surface opportunities hidden in connections you've ignored.
Recover missed meetings without burning the relationship or sounding frustrated.
Create a trusted task system so you never forget anything. Always know what to work on next with capture, prioritisation, and timeboxing.
Place forms where intent is highest. Choose fields that balance data quality against conversion rate. Make every form work harder.
Build board-ready reports that show revenue forecasting, pipeline coverage, and progress against company targets without getting lost in operational detail.
Get qualified leads to book a meeting when they've shown interest but haven't taken the next step.
The first line determines whether anyone reads your ad. Test different hook types (questions, stats, pain statements, outcome promises) to find what stops the scroll for each segment.
Optimise your outreach by measuring what matters. Track opens, replies, and conversions, then diagnose and fix drop-offs systematically.
Set up users with the right access levels before they start working in HubSpot. Understand how seats work, create teams that match your organisation, and configure permissions so people see what they need without accessing what they shouldn't.
Define the stages a contact moves through from subscriber to customer, map the exact handover points where marketing passes leads to sales, and configure automation that updates lifecycle stages without manual work.
Find and qualify leads with precision so you can spend less time prospecting. Focus more time on closing actual conversations that matter.
Turn your organic-growth strategy into a production system. Track ideas, score by impact, move through workflow, and publish on time consistently.
Your profile is your homepage so fix this before you post anything. Clear headline, sharp pitch, strong CTAs, and trust signals that convert visitors.
The value of a meeting lives in what happens afterwards. Capture decisions and action items so every conversation moves work forward.
Move content subscribers from passive readers to active prospects ready to talk.
Create systematic processes to gather customer input, surface issues early, and act on feedback before problems become churn events.
Stop leaving reach to chance with random timing. Use a pre-posting checklist, well-timed publishing, and first-hour engagement to multiply impressions.
Configure scoring criteria that balance demographic fit with behavioural engagement, implement point values for actions that predict conversions, and create score-based workflow triggers that route hot leads immediately.
Most experiments fail before they start because the hypothesis is vague or untestable. Learn how to write hypotheses that are specific enough to prove or disprove and tied to metrics that matter.
Consistency on social takes time you don't have. Management tools help you stay visible without living inside the platforms.
Track engagement, usage, and sentiment to identify at-risk customers before they churn so you can intervene early with targeted outreach.
Your system for tracking work determines how your team operates. The right tool makes priorities visible and keeps everyone moving without endless status updates.
Find and verify contact data, enrich leads with company information, and build targeted lists for outreach.
Don't build new pages yet. First, analyse which current pages convert best and redirect underperforming traffic there. Quick win with zero build time.
Where your team communicates shapes how decisions get made. Good collaboration tools make information easy to find and keep conversations focused.
Configure your personal workspace so HubSpot works for how you sell. Set working hours, notification preferences, connect your email and calendar, and set up snippets and templates you'll use daily.
Monthly is too slow to catch problems before they become misses. Learn how to run a 60-minute weekly rhythm where each person reports their metric, surfaces issues early, and leaves with clear actions. Stop being surprised at month-end and start fixing problems in week one.
Wake up cold leads who went quiet. Try a new angle, share fresh content, or ask directly if they are still interested. Remove after 3-4 touches with no response.
Set up conversion tracking for real business actions. Track meetings booked, sign-ups completed, key pages visited, and payments made.
Handle email like a pro so it doesn't interrupt your day. Process inbox efficiently without letting it hijack your focus and deep work time.
Annual goals mean nothing without quarterly targets that break them down. Learn how to work backwards from revenue through conversion steps and set the assumptions your team will execute against. By the end of this chapter, you'll have a model that turns ambition into arithmetic and gives every team a number they own.
Deep channel expertise doubles revenue but still hits a ceiling. Mastering one engine isn't enough. See why system thinking beats specialisation.
Close deals faster by staying top of mind while your proposal sits in their inbox.
Random testing wastes time and teaches you nothing. Learn how to collect experiment ideas systematically and prioritise them based on potential impact so you always know what to run next.
Focus beats diversification. Scale one channel until it stops working efficiently, then add one more. Always have a backup channel started, but put 80% of effort into your primary channel.
Turn high-quality articles into discoverable assets. Craft title tags, schema, internal links, add llms.txt, fix speed, and rank in search and AI.
Match your offer to where prospects are in their buying journey. Problem aware, solution aware, and product aware buyers need different things.
Statistical significance is just the beginning. Learn how to interpret results correctly, avoid false positives, and turn winning experiments into permanent improvements across your growth engines.
Send confirmation immediately with what to expect. Remind at 24 hours and 1 hour. Each touchpoint reduces no-shows.
Proposal templates speed up sales. Use PandaDoc or DocuSign to create master templates with merge fields, pricing tables, e-signature and approval workflows.
Small improvements across 12 metrics multiply into exponential growth. Learn how engines connect, why improvements compound, and where leverage lives.
Outreach at scale requires sequences and tracking. Engagement platforms help you follow up consistently without losing the personal touch.
Identify churn patterns, build early warning systems, and create win-back campaigns for customers considering leaving to salvage relationships.
Build dashboards that show traffic sources and attribution, track lead generation metrics, monitor funnel progression, and measure campaign performance and ROI.
Make renewing frictionless and proactive so customers don't have to think about it whilst you spot risks early enough to address them.
Knowledge that's written down compounds. Document your processes and decisions so your team builds on what's already been figured out.
Make and receive calls directly from your CRM, automatically log conversations, and record calls for training and compliance.
Every lead starts with a form submission. Good form tools balance conversion with data quality so you capture the right information.
Structure your campaign across multiple touchpoints using email, LinkedIn, or both channels for maximum reach and response rates.
Monitor your sales team's activities, track pipeline health across all reps, identify deals that need attention, and coach based on real data instead of gut feeling.
Lock in domain, DNS, inbox warm-up, and sending volumes before writing a single email. Protect deliverability from day one with proper setup.
Change your approach to meetings so they stop wasting time. Drive progress with agendas, preparation, best practices, and clear follow-up.
A winning test means nothing if the setup was flawed. Learn how to configure experiments properly in VWO, ad platforms, and email tools so your results are actually valid.
Churn happens when you're not paying attention. Success platforms surface at-risk accounts before it's too late to save them.
Exclude your own IP address from Google Analytics 4. Keep your data accurate and free from internal traffic noise that skews metrics.
Compare PandaDoc, Proposify, and other tools based on your sales complexity, CRM integration needs, and pricing workflow requirements.
Test message angles (pain, outcome, proof, comparison), positive versus negative framing, and platform-specific copy structures. Different segments respond to different angles, and you won't know which until you test.
Every purchase requires customers to believe certain things are true. They need to believe the problem exists, that a solution works, that you're the right choice, and that buying now makes sense. Different people get stuck at different stages.
Track traffic sources and lead generation, monitor funnel progression from visitor to MQL, measure campaign performance, and prove marketing's contribution to revenue.
Calendar ping-pong kills momentum. Booking tools let prospects pick a time instantly so meetings actually happen.
If you're joining a team that runs this operating system, you need to understand how it works without reading every chapter. This is the short version: what to expect from each cadence, how decisions get made, and how to contribute from day one.
Random tactics scatter your focus and burn you out. Systems compound effort into sustainable growth. See why working without structure leads to chaos.
Sarah runs fewer experiments but wins anyway. She aligns 12 metrics across 4 engines. See how systematic leverage creates exponential results.
Match CTA to segment readiness. Hot traffic wants "Book demo now", cold traffic wants "Get the guide". Asking for too much too soon kills conversion. Asking for too little from ready buyers wastes opportunities.
Good creative gets clicks. Design tools help you produce professional visuals without waiting on designers for every asset.
AI handles research, drafts, and analysis in minutes instead of hours. The right tools multiply your output without adding headcount or complexity.
Campaign pages need to go live fast. Dedicated builders let you launch and test without touching your main website.
Quarterly targets hit or missed are just the starting point. Learn how to assess whether your assumptions about the business were right, extract learnings that compound, and set up the next quarter with a model grounded in reality. Close one quarter and open the next in a single session.
Use a weekly Firebreak to close open loops and reset. Start next week clear and focused by clearing, reflecting, and planning systematically.
Convert people who reached out to you into qualified conversations while their interest is still warm.
A folder full of interview notes is worthless if nothing changes. Learn how to spot patterns across conversations and translate what you heard into concrete updates to your ICP and positioning.
Monitor which sections get read, how long prospects spend reviewing, and which pricing options convert best so you can optimise proposals.
Identify complementary products or services that solve related problems and present them at the right moment in the customer journey.
Build your product library with accurate pricing, create quote templates that look professional, configure payment integration, and set up e-signature workflows that eliminate printing and scanning.
Set up notification workflows that alert your team when leads take important actions, configure lead assignment automation that distributes leads fairly, and create data quality workflows that keep your database clean.
Upload your visual identity so every email, quote, and document that leaves HubSpot looks consistent. Set default colours, fonts, and logo placement once, then let templates do the work.
Tell your story in a way that establishes expertise, demonstrates values, and shows why buyers should choose you over competitors in the market.
60%+ of traffic is mobile. If your page isn't optimised for small screens, you're losing half your visitors. Also ensure your ad promise matches the landing page headline exactly.
Growth without guardrails burns cash. Set the CAC to LTV ratio and payback period that determines how aggressively you can scale and what constraints your growth engines need to operate within.
Not all customer feedback is equally valuable. Learn which segments of your customer base will give you the insights that actually change how you sell and who you should prioritise when time is limited.
Build pipeline dashboards that show deal health at a glance, track your personal performance against targets, set up revenue forecasting, and monitor forecast accuracy over time.
Start conversations with cold leads by leading with value instead of a meeting request.
Your CRM is the single source of truth for every deal. The right one keeps your pipeline visible and your follow-ups from slipping.
Getting busy people to give you thirty minutes is harder than it sounds. Use the right channels and messages to fill your interview calendar without begging or burning goodwill.
Organic traffic compounds over time but only if you're targeting the right keywords. These tools show you what to create and how to rank.
Most teams look at dashboards without knowing what to do with the numbers. Learn how to diagnose what actually happened, separate signal from noise, and make course-corrections while there's still time to recover. Turn data into decisions instead of just reporting.
Customers who don't adopt don't renew. Onboarding tools guide new users to value before they lose interest.
Launch your repurposed assets with a step-by-step plan. Time email blasts, social drops, community posts, and engage for 60 minutes per launch.
Structure pricing tiers, usage-based fees, and add-ons that enable customers to grow with you whilst capturing more value as they scale.
Set a traffic goal, group keywords by intent, and build a strategic content pillar map that scales with clear launch plans ready to execute.
Manage your time like your ad budget. Get the highest ROI from your hours with personal audits, ideal-week calendars, and timeboxing.
Create clear progression from entry tier to premium offering so customers see the natural next step as they grow and need more value.
A/B test one element at a time on highest-traffic pages. Start with headlines (biggest impact), then proof, then CTA. Apply winning patterns across similar pages without re-testing everything.
Write content that educates, engages, and converts with clear transformation. Create for one reader with proof, optimise for search, drive qualified traffic.
Keep deals moving forward when prospects need time to think or consult their team.
Customers expect fast answers. Helpdesk tools organise requests so nothing gets buried and response times stay low.
Likes mean nothing if they don't convert into business. Break down winning formats, hooks, and structures that attract your ideal buyer and drive action.
Stop scrambling for ideas the night before you post. Set up a simple Notion calendar, balance value and sales, and stay three weeks ahead consistently.
Create a smooth transition from sales to customer success that builds trust from day one.
Spreading effort across everything means making progress on nothing. Learn how to pick one metric to focus on each month, select initiatives that will actually move it, and create the conditions for step-change improvement rather than incremental tweaks. Walk away with a clear focus and a short list of initiatives that matter.