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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See the full funnel from first touch to closed revenue, identify where leads leak between marketing and sales, and track the metrics that connect activity to outcomes.
Exclude your own IP address from Google Analytics 4. Keep your data accurate and free from internal traffic noise that skews metrics.
AI handles research, drafts, and analysis in minutes instead of hours. The right tools multiply your output without adding headcount or complexity.
Launch your repurposed assets with a step-by-step plan. Time email blasts, social drops, community posts, and engage for 60 minutes per launch.
Install tracking infrastructure that shows which metrics drive revenue. Build your scorecard and launch your first cycle with the right foundation.
Boost LinkedIn reach in the week before you post. Warm the algorithm with daily chats, meaningful comments, a cleaner network, and new recommendations.
Customers who don't adopt don't renew. Onboarding tools guide new users to value before they lose interest.
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.
Choose meeting types, set durations and buffers, place links where intent is highest. Make booking frictionless so ready leads do not drop off.
Turn your organic-growth strategy into a production system. Track ideas, score by impact, move through workflow, and publish on time consistently.
Spot upsell and cross-sell opportunities from usage patterns, customer feedback, and lifecycle signals before customers even ask for more.
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.
Track engagement, usage, and sentiment to identify at-risk customers before they churn so you can intervene early with targeted outreach.
Build and manage your website content. Choose a platform that balances flexibility, ease of use, and integration with your growth stack.
Use heatmaps, recordings, and survey data to uncover friction. Discover confusion and blockers that hurt your conversion rates and user experience.
Convert people who reached out to you into qualified conversations while their interest is still warm.
Deep channel expertise doubles revenue but still hits a ceiling. Mastering one engine isn't enough. See why system thinking beats specialisation.
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.
Create a trusted task system so you never forget anything. Always know what to work on next with capture, prioritisation, and timeboxing.
Find and qualify leads with precision so you can spend less time prospecting. Focus more time on closing actual conversations that matter.
Your prospects compare you to alternatives whether you like it or not. Control that comparison by deliberately choosing your category and articulating why you win against the options they are already considering.
Build useful GA4 reports once your events are tracked. Understand what's working with funnels, segmentation, and automated reporting.
Capture visitors before they leave with exit intent, scroll triggers, and timed pop-ups. Use LinkedIn and Meta lead forms to recapture those who did not convert.
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.
Write content that educates, engages, and converts with clear transformation. Create for one reader with proof, optimise for search, drive qualified traffic.
Your profile is your homepage so fix this before you post anything. Clear headline, sharp pitch, strong CTAs, and trust signals that convert visitors.
Bring cold leads back to life when they've stopped responding to your messages.
Install Google Tag Manager and Google Analytics 4 correctly. Get the right foundations in place before tracking any events or conversions.
Customise deal stages to match your actual sales process, configure win and loss reasons that help you identify patterns, and set deal probability by stage so forecasting reflects reality.
Close deals faster by staying top of mind while your proposal sits in their inbox.
Start conversations with cold leads by leading with value instead of a meeting request.
You can't improve what you don't measure. Tracking tools show you where visitors come from, what they do, and where you lose them.
Move warm leads toward a discovery call. Share case studies, answer objections, drop booking links at the right moment. Fast track for hot leads, slower for warm.
Engage website visitors in real-time, qualify leads automatically, and route conversations to the right team member.
Set up conversion tracking for real business actions. Track meetings booked, sign-ups completed, key pages visited, and payments made.
Where your team communicates shapes how decisions get made. Good collaboration tools make information easy to find and keep conversations focused.
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.
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.
Work backwards from revenue to figure out how much traffic you actually need, then calculate the maximum you can spend per lead whilst staying profitable. This tells you which channels are even possible before you waste budget testing everything.
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.
Make renewing frictionless and proactive so customers don't have to think about it whilst you spot risks early enough to address them.
Lock in domain, DNS, inbox warm-up, and sending volumes before writing a single email. Protect deliverability from day one with proper setup.
Don't build new pages yet. First, analyse which current pages convert best and redirect underperforming traffic there. Quick win with zero build time.
Revenue leaks through failed payments and messy upgrades. Billing tools handle the complexity so you collect what you've earned.
Send confirmation immediately with what to expect. Remind at 24 hours and 1 hour. Each touchpoint reduces no-shows.
See which companies visit your website, even if they don't fill out a form. Prioritise outreach based on buying signals.
Find leads leaking through gaps most companies ignore. Google Business, support emails, phone enquiries, and high-traffic pages without CTAs.
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.
Structure your campaign across multiple touchpoints using email, LinkedIn, or both channels for maximum reach and response rates.
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.
Calculate which segments need dedicated pages based on traffic volume and message distance. If belief gaps are close, segments can share pages. If gaps are large and volume is high, build separate pages.
Knowledge that's written down compounds. Document your processes and decisions so your team builds on what's already been figured out.
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.
Churn happens when you're not paying attention. Success platforms surface at-risk accounts before it's too late to save them.
Calendar ping-pong kills momentum. Booking tools let prospects pick a time instantly so meetings actually happen.
Position upgrades and cross-sells as solving customer problems, not hitting your sales targets, so offers feel helpful instead of pushy.
Use a weekly Firebreak to close open loops and reset. Start next week clear and focused by clearing, reflecting, and planning systematically.
Outreach at scale requires sequences and tracking. Engagement platforms help you follow up consistently without losing the personal touch.
Bad interviews produce polite answers that confirm what you already believe. Good interviews surface uncomfortable truths that change your strategy. The difference is in how you ask.
Identify churn patterns, build early warning systems, and create win-back campaigns for customers considering leaving to salvage relationships.
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.
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.
Your best customers want to connect with each other. Community tools create spaces where users help users and loyalty grows.
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.
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.
The value of a meeting lives in what happens afterwards. Capture decisions and action items so every conversation moves work forward.
Images and videos determine whether ads get noticed in feed. Test formats systematically: single images versus carousels versus videos, and match visual type to segment and awareness stage.
Get qualified leads to book a meeting when they've shown interest but haven't taken the next step.
Revive your existing LinkedIn network and surface opportunities hidden in connections you've ignored.
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.
Deliver what they asked for, then introduce yourself. Build trust over 3-5 emails before asking for anything. Different flows for different entry points.
Keep deals moving forward when prospects need time to think or consult their team.
Small improvements across 12 metrics multiply into exponential growth. Learn how engines connect, why improvements compound, and where leverage lives.
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.
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.
Design proposal frameworks with clear scope, pricing options, and acceptance workflows that guide buyers toward decisions without confusion.
Present upsells and cross-sells at renewal periods, usage milestones, and moments when customers naturally need more from your solution.
Monitor which sections get read, how long prospects spend reviewing, and which pricing options convert best so you can optimise proposals.
Not everyone moves through awareness the same way. Some people believe training works but doubt online training. Others believe online training works but doubt your approach. These splits create your segments.
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.
Optimise your outreach by measuring what matters. Track opens, replies, and conversions, then diagnose and fix drop-offs systematically.
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.
Repetitive work is work that shouldn't require thinking. Automate the predictable stuff so your team focuses on problems that actually need human judgment.
Write cold emails that get replies with clear value and no fluff. Learn frameworks for subject lines, openers, relevance, proof, and CTAs.
Campaign pages need to go live fast. Dedicated builders let you launch and test without touching your main website.
Make rebooking easy with one click. Follow up same day if they miss. Give them another chance without burning the relationship.
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.
Configure the core settings that affect everything else in HubSpot: timezone, currency, and default properties. Then connect your website and advertising platforms so data starts flowing into your CRM from day one.
Vague targeting wastes budget and confuses your team. Get specific about which companies to pursue and who within them actually makes buying decisions so every growth activity has a clear target.
Turn accepted LinkedIn requests into engaged prospects without coming across as pushy or salesy.
Build board-ready reports that show revenue forecasting, pipeline coverage, and progress against company targets without getting lost in operational detail.
Your system for tracking work determines how your team operates. The right tool makes priorities visible and keeps everyone moving without endless status updates.
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.
Create systematic processes to gather customer input, surface issues early, and act on feedback before problems become churn events.
Every lead starts with a form submission. Good form tools balance conversion with data quality so you capture the right information.
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.
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.
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.
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.
Track traffic sources and lead generation, monitor funnel progression from visitor to MQL, measure campaign performance, and prove marketing's contribution to revenue.