Introduction
Think of a symphony orchestra. You have violinists, cellists, percussionists, wind players. Each musician spent years mastering their instrument. They can all play beautifully on their own. But put them in a room without a conductor and you get noise, not music.
Growth works the same way. You have specialists running demand generation, optimising your marketing funnel, closing deals in the sales pipeline, and maximising customer value. Each can be excellent at their job. But excellence in isolation doesn't automatically translate to growth. Someone needs to see how the parts connect, set the tempo, and make sure everyone's playing the same piece.
That's what growth orchestration is. Not playing the instruments yourself, but conducting the performance. Setting the strategic direction, maintaining the operating rhythm, and building the experimentation system that helps the whole orchestra improve together.
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