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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Build the closed-won workflow: create a ticket, assign the onboarding owner, notify the service team, and set the first task. The bridge between pipeline and retention.
Revive your existing LinkedIn network and surface opportunities hidden in connections you've ignored.
Once you know what each segment doubts, you can create messages and proof that close those specific gaps. This chapter shows you how to match segments to channels, write segment-specific messages, and measure which belief gaps you're actually closing.
Your profile is your homepage so fix this before you post anything. Clear headline, sharp pitch, strong CTAs, and trust signals that convert visitors.
Audit your customer base for accounts that should be expanding but are not, and build targeted plans to unlock their potential.
Customers who don't adopt don't renew. Onboarding tools guide new users to value before they lose interest.
Compare image, video, carousel, and text formats across segments to find which earns the most clicks from each audience.
Define which contacts count as marketing contacts (and which don't). This controls your billing and who receives campaigns.
Launch your repurposed assets with a step-by-step plan. Time email blasts, social drops, community posts, and engage for 60 minutes per launch.
Systematically evaluate and pilot one new distribution channel per cycle so you always have a backup if your main channel slows down.
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.
Design proposal frameworks with clear scope, pricing options, and acceptance workflows that guide buyers toward decisions without confusion.
Track what matters for growth decisions. Map key conversions, name events with clear conventions, and document tracking specifications.
Map the discovery call from opening to next steps so every conversation follows a consistent path that builds toward a clear outcome.
Identify and remove the bottlenecks between sending a proposal and getting the signature so deals close faster.
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.
Identify complementary products or services that solve related problems and present them at the right moment in the customer journey.
Learn which numbers to check each week, how to spot early warning signs, and what to escalate before small problems become big misses.
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.
Benchmark your pricing against competitors and market rates each quarter to make sure you are positioned where you want to be.
Deals stall when paperwork is slow. Proposal tools help you send professional documents and get signatures without the back and forth.
Identify manual steps your team still does by hand and build workflows to eliminate them one by one as your processes stabilise.
Review account health trends across your portfolio each quarter, adjust scoring weights, and catch at-risk accounts before they churn.
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.
Plan and execute price increases with clear messaging and a thoughtful rollout that retains customers and positions the change positively.
Build a shared objection-handling library and run practice sessions based on real call data so your team improves together.
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.
Convert every long-form guide into LinkedIn posts, carousels, videos, and podcast snippets in minutes with AI prompts and reusable templates.
Set up payment processing, create payment links for common offerings, and configure invoice templates and automation for recurring billing.
Streamline your process so proposals go out within 24 hours of the qualifying call while the prospect is still engaged.
Find the combination of features and pricing tiers that makes choosing your product feel obvious.
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.
Install Google Tag Manager and Google Analytics 4 correctly. Get the right foundations in place before tracking any events or conversions.
Proposal templates speed up sales. Use PandaDoc or DocuSign to create master templates with merge fields, pricing tables, e-signature and approval workflows.
Monitor how customer perceptions, objections, and buying triggers change quarter over quarter so your strategy evolves with them.
Your system for tracking work determines how your team operates. The right tool makes priorities visible and keeps everyone moving without endless status updates.
Replace fatigued ads before performance drops by keeping a rotation calendar and a pipeline of fresh creative ready to go.
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.
Prepare responses for the most common objections that come up during first conversations so your team stays confident and composed.
Create personal, round-robin, and group meeting links. Embed them in emails, signatures, and your website so prospects book without back-and-forth.
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.
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.
Pick the right template, add reports that answer your weekly questions, and arrange everything so performance is visible in 30 seconds.
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.
Every week creates clutter: loose tasks, unanswered messages, and half-finished thoughts. A Friday firebreak ritual to clear the decks, score your progress, and set up next week.
Link products to deals, generate branded quotes with e-signature, and connect payment collection so you close deals without leaving the CRM.
Create a default dashboard that shows unenriched contacts, missing properties, duplicate records, and data quality over time. Keeps the foundation visible.
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.
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.
Break down form completions by traffic source to see which channels bring the most convertible visitors and where to invest more.
Make rebooking easy with one click. Follow up same day if they miss. Give them another chance without burning the relationship.
Review bounce rates, scroll depth, and heatmaps each month to find where visitors lose interest and what to fix first.
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.
Analyse which proposal formats, pricing structures, and lengths correlate with higher close rates so you double down on what works.
Run A/B tests on email subject lines and delivery timing to improve open rates across your nurture flows.
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.
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.
Don't build new pages yet. First, analyse which current pages convert best and redirect underperforming traffic there. Quick win with zero build time.
Shift your spend toward channels with the lowest cost per acquisition and away from those producing diminishing returns.
Increase your prices without losing customers by communicating more value first.
Re-score your experiment backlog each quarter using updated data so you always run the highest-leverage tests first.
Most B2B companies pick a growth motion by accident and wonder why scaling feels so hard. Learn how to deliberately choose between founder-led
Register your number or generate a HubSpot number. Enable call recording and live transcription so every conversation is logged and searchable.
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.
Use proven pricing psychology like anchoring, decoy options, and bundle framing to guide buyers toward the right tier.
Weekly standups, status updates, async rules, and escalation paths. How we stay aligned throughout the engagement.
Experiment with how you display pricing, including tiered options, monthly versus annual, and anchoring techniques, to see what converts best.
Set up your Google Ads account, define your campaign structure, and organise ad groups so every euro is traceable to a business outcome.
Walk through the full quoting process: associate a deal, choose a template, add line items, customise sections, review, and share the quote as a link, email, or PDF.
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.
Find where new customers drop off during onboarding and redesign those steps so more people reach first value faster.
Random tactics scatter your focus and burn you out. Systems compound effort into sustainable growth. See why working without structure leads to chaos.
What happens when a new customer lands: ticket creation, owner assignment, welcome email, and first onboarding task.
Create a self-service knowledge base with categories, articles, and search so customers can solve common problems without contacting support.
Take new interview findings and systematically update your ads, landing pages, and sales scripts so your messaging stays relevant.
Remove or re-segment contacts who have not engaged in 90 or more days to protect your sender reputation and keep your data clean.
Leads need nurturing but you can't email everyone manually. Automation sends the right message at the right time based on behaviour.
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 branded quote layouts with your logo, terms, and e-signature fields. Reps select a template, and the product library fills in the rest.
Send confirmation immediately with what to expect. Remind at 24 hours and 1 hour. Each touchpoint reduces no-shows.
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.
Write reusable templates with personalisation tokens. String them into multi-step sequences that mix automated emails with manual call and LinkedIn tasks.
Place forms where intent is highest. Choose fields that balance data quality against conversion rate. Make every form work harder.
Use HubSpot's campaign tool to group emails, ads, social posts, and landing pages under one umbrella. Track how a full campaign performs, not just individual assets.
Add mini-workflows to pipeline stages: assign owners, create tasks, notify leadership on high-value deals, flag stale deals.
Experiment with headline, subhead, and hero image combinations to find what keeps visitors on the page past the first screen.
Convert people who reached out to you into qualified conversations while their interest is still warm.
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.
Track which team members are using the CRM correctly and where data quality is slipping so you can coach and intervene early.
You start Monday with good intentions and end Friday wondering where the time went. A weekly planning ritual that matches your energy to your priorities so the important work actually happens.
Your best customers want to connect with each other. Community tools create spaces where users help users and loyalty grows.
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 the compound model to calculate which single metric improvement will generate the biggest revenue impact this quarter, so you focus where it matters most.
Experiment with when reminders go out and what they say to find the combination that gets the most people to show up.
Deliver what they asked for, then introduce yourself. Build trust over 3-5 emails before asking for anything. Different flows for different entry points.
Replace your original assumptions with real revenue data and recalculate whether your growth model is financially sustainable.
Knowledge that's written down compounds. Document your processes and decisions so your team builds on what's already been figured out.
Structure your campaign across multiple touchpoints using email, LinkedIn, or both channels for maximum reach and response rates.
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.
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.