Growth comes from 12 interconnected metrics
12 metrics feed the 4 engines above and, taken together, set revenue. Whether you're aware of them or not, these numbers already run your funnel.
Think of them as a world map of growth: with this overview, it's much easier to find your way through B2B growth. Many of the 1,500 marketers I've trained, tell me the model helps them to get an overview of growth.
.png)
The magic of compound growth
Lift all 12 metrics with 10% and something magical happens: the results don't just add up (120%), but they multiply (214%). In simple terms: you get growth for free.
This is called compound growth. This is the same as compound interest on your savings account. Even Einstein admired it's power:
Compound interest is the eighth wonder of the world. He who understands it, earns it ... he who doesn't, pays it.
Albert Einstein
Apply the same maths to your funnel and 12 small improvements turn into 214% growth. Who doesn't want free growth?
.svg)
Demand generation drives the top of your funnel. Choosing the right channels, crafting messages that resonate, and building a system that puts your brand in front of buyers consistently.
How do you get the right people to notice you without burning budget?
The system that turns qualified leads into signed contracts. Discovery calls, proposals, follow-ups, and the assets that keep deals moving instead of stalling.
How do you help your sales team close more deals with less friction?
.png){kind=icon}
Maximising the value of every client relationship. Retention, upselling, and pricing. The growth that compounds without new acquisition costs.
How do you keep happy customers that keep buying from you?
Everything between the first click and the sales handoff. Landing pages, email nurtures, and remarketing working together to capture and warm leads until they're ready to talk.
How do you turn website visitors into qualified discovery calls on autopilot?
The orchestration layer above your four engines. Setting the strategy, maintaining the operating rhythm, and running experiments that drive continuous improvement.
How do you make all four engines work together instead of in isolation?
Growth foundation covers your brand positioning, website tracking, and CRM setup. The systems that make every other growth effort measurable and repeatable.
What needs to be in place before any growth tactic actually works?
Since 2010, I've used this system to drive results for my own companies and clients
.png){kind=avatar}
For 15 years, I've been building growth machines that drive predictable revenue. I've done it for my own businesses and for B2B companies across different industries. Now you can learn how to build it yourself, or let me build it for you.
Decathlon
At Decathlon Netherlands, I advise the e-commerce team each quarter on growth. The role allowed me to validate my growth framework at enterprise scale while also delivering training over several years.
2018 - present
.jpeg)
The Talent Institute
Co-created the first growth training in 2015 and taught every cohort for the next decade. Delivered workshops to hundreds of marketers and refined frameworks through their questions and experiments.
Dec 2015 - Dec 2025
.jpeg)
Kees de Boekhouder
At Kees de Boekhouder, the largest independent bookkeeper in the Netherlands, I introduced a structured growth rhythm. Within five months revenue was back on target.
May 2024 - October 2024
Ligo
I supported Ligo, a legal tech scale-up preparing for acquisition, by redesigning the customer journey and improving automation in HubSpot. The work reduced churn and improved client retention.
Nov 2023 - March 2024
Bridgefund
At BridgeFund, one of the fastest-growing scale-ups in the Netherlands, I first improved website conversion through structured testing. Afterwards, I mentored their in-house marketer to embed CRO capabilities.
May 2024 - October 2024
%20(1).jpeg)
Yaya
In an interim role, built growth operations for Yaya’s e-commerce team. Introduced weekly dashboards, optimised paid acquisition, improved conversion through A/B testing, and prepared the ground for a smooth transition to a permanent manager.
May 2016 - Dec 2016
Polaris Growth
Grew the agency into a scalable B2B services company by building the inbound funnel, leading sales, and expanding the team to 11 while maintaining strong client relationships.
May 2016 - Dec 2016
Replicable
Co-founder of a Pipedrive-focused B2B CRM agency. Built the inbound funnel and lead generation engine that helped position the company as one of only two Pipedrive Premium agencies in the Netherlands.
Oct 2020 - May 2024
Hotelgift
Responsible for growth at HotelGift, building a team and driving experiments across paid acquisition, conversion optimisation and retention to lift bookings and repeat use.
Jun 2016 - Jul 2017
.jpeg)
NU.nl
Brought A/B testing to NU.nl, one of the Netherlands’ largest news sites. Created an optimisation roadmap, ran research and tests, and helped establish an internal experimentation agency that still drives decisions today.
May 2016 - Dec 2016
FAQ
Why 214% growth instead of just 120%?
Because the 12 metrics multiply, not add. If you improve one metric by 10%, you get 10% growth. But when you improve 12 interconnected metrics by 10% each, they compound: 1.10 × 1.10 × 1.10... (12 times) = 3.14x your baseline, which is 214% growth. This is why systematic improvement across the entire customer journey beats isolated tactics.
Do I need to improve all 12 metrics to see results?
No. Improving any metric moves the needle. But growth compounds fastest when you fix multiple bottlenecks simultaneously. One 10% improvement gives 10% growth. Three improvements give 33%. Six give 77%. All twelve give 214%. The framework shows which metrics to prioritise based on where you're weakest.
How do I know which metrics to focus on first?
Start by measuring your baseline across all 12 metrics. Your biggest bottleneck becomes obvious quickly - usually one metric is dramatically worse than others. Fix that first for immediate impact, then work systematically through the rest. The framework page shows how each metric connects, so you understand what breaks downstream when one part fails.