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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Keep deals moving forward when prospects need time to think or consult their team.
Review campaign performance by audience segment, test creative variations, and shift budget toward the combinations that generate pipeline.
Recover missed meetings without burning the relationship or sounding frustrated.
Write search ads that earn the click by matching intent, and configure extensions that increase your ad real estate and click-through rate.
The hottest traffic (people comparing you to competitors) is expensive but easiest to convert. Start there, dominate it, then work backwards to warmer traffic, then cold traffic as you hit channel limits.
Small improvements across 12 metrics multiply into exponential growth. Learn how engines connect, why improvements compound, and where leverage lives.
Exclude your own IP address from Google Analytics 4. Keep your data accurate and free from internal traffic noise that skews metrics.
Identify and remove the bottlenecks between sending a proposal and getting the signature so deals close faster.
Check how each email in your sequences is performing so you can identify the ones that need rewriting or replacing.
Define which contacts count as marketing contacts (and which don't). This controls your billing and who receives campaigns.
Get qualified leads to book a meeting when they've shown interest but haven't taken the next step.
What happens when a new customer lands: ticket creation, owner assignment, welcome email, and first onboarding task.
Design the internal handoff from sales to delivery so customers experience a smooth transition and nothing gets lost along the way.
Create your product catalogue, define pricing tiers, and configure line items so quotes and invoices pull accurate data automatically.
Place forms where intent is highest. Choose fields that balance data quality against conversion rate. Make every form work harder.
Make renewing frictionless and proactive so customers don't have to think about it whilst you spot risks early enough to address them.
Engage website visitors in real-time, qualify leads automatically, and route conversations to the right team member.
Choose meeting types, set durations and buffers, place links where intent is highest. Make booking frictionless so ready leads do not drop off.
Define SLA policies for response and resolution times, configure escalation rules, and set up alerts so your team never misses a deadline.
Identify complementary products or services that solve related problems and present them at the right moment in the customer journey.
See how Random Rick, Specialist Steve, and Solid Sarah compare side by side and why a structured system always wins.
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.
Your best customers want to connect with each other. Community tools create spaces where users help users and loyalty grows.
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.
Create a smooth transition from sales to customer success that builds trust from day one.
Show different messaging or proof points depending on whether visitors come from search, ads, or social, so the page matches their expectations.
Translate your revenue goal into specific metric targets per engine so every team member knows their number for the coming quarter.
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.
The value of a meeting lives in what happens afterwards. Capture decisions and action items so every conversation moves work forward.
Boost LinkedIn reach in the week before you post. Warm the algorithm with daily chats, meaningful comments, a cleaner network, and new recommendations.
Evaluate which closing approaches your team uses, measure their effectiveness, and refine what works for your market.
Make and receive calls directly from your CRM, automatically log conversations, and record calls for training and compliance.
Compare your ideal customer profile to last quarter's closed deals to find gaps between who you think you are selling to and who actually buys.
Customers who don't adopt don't renew. Onboarding tools guide new users to value before they lose interest.
Move content subscribers from passive readers to active prospects ready to talk.
Systematically categorise and review why deals are lost to find the most fixable failure points in your sales process.
Build and manage your website content. Choose a platform that balances flexibility, ease of use, and integration with your growth stack.
Build useful GA4 reports once your events are tracked. Understand what's working with funnels, segmentation, and automated reporting.
Turn your organic-growth strategy into a production system. Track ideas, score by impact, move through workflow, and publish on time consistently.
Campaign pages need to go live fast. Dedicated builders let you launch and test without touching your main website.
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.
Pull your numbers from the last cycle, compare them against targets, and see which metrics moved and which ones stalled. You will leave with a clear picture of where you stand.
See which companies visit your website, even if they don't fill out a form. Prioritise outreach based on buying signals.
Build a shared objection-handling library and run practice sessions based on real call data so your team improves together.
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.
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.
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.
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.
Set up your Google Ads account, define your campaign structure, and organise ad groups so every euro is traceable to a business outcome.
Build a consistent follow-up rhythm for sent proposals so deals do not go cold while you wait for a response.
Your profile is your homepage so fix this before you post anything. Clear headline, sharp pitch, strong CTAs, and trust signals that convert visitors.
Leads need nurturing but you can't email everyone manually. Automation sends the right message at the right time based on behaviour.
Configure digital signing tools and contract templates that make the legal step fast and painless for both sides.
Build dashboards that show traffic sources and attribution, track lead generation metrics, monitor funnel progression, and measure campaign performance and ROI.
Track traffic sources and lead generation, monitor funnel progression from visitor to MQL, measure campaign performance, and prove marketing's contribution to revenue.
Bring cold leads back to life when they've stopped responding to your messages.
Use HubSpot's pre-built reports for email, landing pages, forms, social, and ads. Know what's working without building anything from scratch.
Create personal, round-robin, and group meeting links. Embed them in emails, signatures, and your website so prospects book without back-and-forth.
Build workflows triggered by health score drops: internal alerts, outreach tasks, manager escalation. Catch problems before customers leave.
Start conversations with cold leads by leading with value instead of a meeting request.
Write cold emails that get replies with clear value and no fluff. Learn frameworks for subject lines, openers, relevance, proof, and CTAs.
Compare where your team spends time against where the data shows the opportunity, then shift resources to close the gap.
Combine multiple data sources to answer the questions defaults can't. Funnel reports and attribution reports that show where revenue actually comes from.
Paid channels let you reach your audience immediately. The right platform depends on where your buyers spend their attention.
Identify churn patterns, build early warning systems, and create win-back campaigns for customers considering leaving to salvage relationships.
Automate what happens between booking and the meeting itself so prospects show up prepared and excited rather than forgetting they booked.
Design branded quote layouts with your logo, terms, and e-signature fields. Reps select a template, and the product library fills in the rest.
Streamline your process so proposals go out within 24 hours of the qualifying call while the prospect is still engaged.
Professionals spend 28% of their workweek on email. A processing system based on Getting Things Done so you clear your inbox in minutes and respond in order of importance, not arrival.
Where your team communicates shapes how decisions get made. Good collaboration tools make information easy to find and keep conversations focused.
Set up payment processing, create payment links for common offerings, and configure invoice templates and automation for recurring billing.
Compare PandaDoc, Proposify, and other tools based on your sales complexity, CRM integration needs, and pricing workflow requirements.
Create a self-service knowledge base with categories, articles, and search so customers can solve common problems without contacting support.
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.
Combine default reports, custom reports, and analytics (coach reps, forecast, pipeline health) into one view. Schedule weekly delivery to the team.
Close deals faster by staying top of mind while your proposal sits in their inbox.
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.
Launch your repurposed assets with a step-by-step plan. Time email blasts, social drops, community posts, and engage for 60 minutes per launch.
Set up payment collection, e-signature flows, approval workflows, and post-signature automation so quotes convert to revenue without manual follow-up.
Learn which numbers to check each week, how to spot early warning signs, and what to escalate before small problems become big misses.
Review download rates and lead quality each quarter, then update or replace offers that have gone stale.
Use heatmaps, recordings, and survey data to uncover friction. Discover confusion and blockers that hurt your conversion rates and user experience.
Replace your original assumptions with real revenue data and recalculate whether your growth model is financially sustainable.
Build board-ready reports that show revenue forecasting, pipeline coverage, and progress against company targets without getting lost in operational detail.
Find the combination of features and pricing tiers that makes choosing your product feel obvious.
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.
Replace fatigued ads before performance drops by keeping a rotation calendar and a pipeline of fresh creative ready to go.
Deals stall when paperwork is slow. Proposal tools help you send professional documents and get signatures without the back and forth.
Build active lists that update automatically as contacts meet criteria, create segmentation rules based on behaviour and attributes, and set up list hygiene automation that removes inactive or unqualified contacts.
Monitor expansion MRR as a standalone metric, identify which accounts are growing fastest, and spot trends early.
Deep work keeps getting interrupted by Slack, email, and quick questions. Practical steps to design an environment where your best hours go to your most important work.
Map the first 30-90 days to deliver quick wins, set expectations, and prove value before customers question their decision to buy from you.
Experiment with different service or product combinations to find which bundles have the highest attach rate with existing customers.
Measure how visible you are relative to competitors in your category and set targets for increasing your share of attention.
Present upsells and cross-sells at renewal periods, usage milestones, and moments when customers naturally need more from your solution.
Find and qualify leads with precision so you can spend less time prospecting. Focus more time on closing actual conversations that matter.
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.
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.
Create the touchpoints after signing that reinforce the buyer's decision, set expectations for onboarding, and start the relationship well.
Audit your customer base for accounts that should be expanding but are not, and build targeted plans to unlock their potential.