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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Create a self-service knowledge base with categories, articles, and search so customers can solve common problems without contacting support.
Build dashboards that track ticket volume, resolution time, SLA compliance, and customer satisfaction so you can spot service issues early.
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.
Customers expect fast answers. Helpdesk tools organise requests so nothing gets buried and response times stay low.
Remove or re-segment contacts who have not engaged in 90 or more days to protect your sender reputation and keep your data clean.
Build a library of responses for common negotiation scenarios including price pushback, competitor comparisons, and deal stalls.
Commit to at least two customer conversations a month so your understanding of the market stays current and your messaging stays sharp.
Build useful GA4 reports once your events are tracked. Understand what's working with funnels, segmentation, and automated reporting.
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.
Create your products and services with consistent pricing, billing frequency, and descriptions so every quote your team sends uses the same catalogue.
Run experiments on field count, layout, and page position to find the form configuration that gets the most completions.
Campaign pages need to go live fast. Dedicated builders let you launch and test without touching your main website.
Design your ticket pipeline stages, configure automated routing, and set up ticket properties so every support request is tracked and assigned.
Convert people who reached out to you into qualified conversations while their interest is still warm.
Run property audits, merge duplicates, fix formatting, and archive stale records so your CRM stays reliable as your team grows.
Check how each email in your sequences is performing so you can identify the ones that need rewriting or replacing.
Automate the contact lifecycle from customer through onboarding, active, and renewal so the CRM always reflects where someone is in the journey.
Exclude your own IP address from Google Analytics 4. Keep your data accurate and free from internal traffic noise that skews metrics.
Break down your visitors by source (organic, paid, direct, referral, email, social). Spot which channels drive sessions and which drive conversions.
Deep channel expertise doubles revenue but still hits a ceiling. Mastering one engine isn't enough. See why system thinking beats specialisation.
Close deals faster by staying top of mind while your proposal sits in their inbox.
Your best customers want to connect with each other. Community tools create spaces where users help users and loyalty grows.
Find and fix the technical issues that slow your pages down and frustrate mobile visitors, so fewer people leave before they see your offer.
Move content subscribers from passive readers to active prospects ready to talk.
Set a traffic goal, group keywords by intent, and build a strategic content pillar map that scales with clear launch plans ready to execute.
Create a dedicated CS view with upcoming renewals, recent tickets, and account activity. One screen that tells your CS team who needs attention today.
Listen to discovery calls systematically to identify what works, what does not, and where your team can improve.
Design the first emails a new contact receives to set expectations, deliver immediate value, and start building trust from day one.
Deliver what they asked for, then introduce yourself. Build trust over 3-5 emails before asking for anything. Different flows for different entry points.
Map the first 30-90 days to deliver quick wins, set expectations, and prove value before customers question their decision to buy from you.
Structure your campaign across multiple touchpoints using email, LinkedIn, or both channels for maximum reach and response rates.
Revenue leaks through failed payments and messy upgrades. Billing tools handle the complexity so you collect what you've earned.
Shorten the gap between first touch and booked meeting by removing friction at every step of the journey.
Lock in domain, DNS, inbox warm-up, and sending volumes before writing a single email. Protect deliverability from day one with proper setup.
Review account health trends across your portfolio each quarter, adjust scoring weights, and catch at-risk accounts before they churn.
Write reusable templates with personalisation tokens. String them into multi-step sequences that mix automated emails with manual call and LinkedIn tasks.
Analyse which expansion offers get accepted and which get rejected, then adjust your approach based on the patterns.
Choose the right bidding strategy for your goals, set target CPA or ROAS, and configure bid adjustments by device, location, and audience.
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.
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.
Summary of what was built, documentation of all configurations, recommendations for next steps, and transfer of all assets.
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.
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.
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.
Find where new customers drop off during onboarding and redesign those steps so more people reach first value faster.
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.
Send confirmation immediately with what to expect. Remind at 24 hours and 1 hour. Each touchpoint reduces no-shows.
Shift your spend toward channels with the lowest cost per acquisition and away from those producing diminishing returns.
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.
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.
Create systematic processes to gather customer input, surface issues early, and act on feedback before problems become churn events.
Revive your existing LinkedIn network and surface opportunities hidden in connections you've ignored.
Audit your customer base for accounts that should be expanding but are not, and build targeted plans to unlock their potential.
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.
Run A/B tests on email subject lines and delivery timing to improve open rates across your nurture flows.
Monitor expansion MRR as a standalone metric, identify which accounts are growing fastest, and spot trends early.
Build board-ready reports that show revenue forecasting, pipeline coverage, and progress against company targets without getting lost in operational detail.
Review download rates and lead quality each quarter, then update or replace offers that have gone stale.
Experiment with when reminders go out and what they say to find the combination that gets the most people to show up.
The value of a meeting lives in what happens afterwards. Capture decisions and action items so every conversation moves work forward.
Track which team members are using the CRM correctly and where data quality is slipping so you can coach and intervene early.
Engage website visitors in real-time, qualify leads automatically, and route conversations to the right team member.
Build dashboards that show traffic sources and attribution, track lead generation metrics, monitor funnel progression, and measure campaign performance and ROI.
Create a marketing email from scratch: pick a template, write copy, add personalisation tokens, preview across devices, and send to a list. The core workflow you'll repeat every week.
Tell your story in a way that establishes expertise, demonstrates values, and shows why buyers should choose you over competitors in the market.
Turn what you hear in interviews into ideas you can test across your copy, your ads, your content, and your product.
Understand how much your customers are willing to pay so you can price with confidence.
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.
Build saved views, configure record sidebars, and set default properties so every team member sees what they need without clicking around.
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.
Prepare responses for the most common objections that come up during first conversations so your team stays confident and composed.
Turn high-quality articles into discoverable assets. Craft title tags, schema, internal links, add llms.txt, fix speed, and rank in search and AI.
Create products with pricing tiers, billing frequencies, and descriptions. These feed into quotes, invoices, and line items across the CRM.
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.
Combine default reports, custom reports, and analytics (coach reps, forecast, pipeline health) into one view. Schedule weekly delivery to the team.
Set up conversion tracking for real business actions. Track meetings booked, sign-ups completed, key pages visited, and payments made.
Design the internal handoff from sales to delivery so customers experience a smooth transition and nothing gets lost along the way.
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.
Build a shared objection-handling library and run practice sessions based on real call data so your team improves together.
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.
Monitor which sections get read, how long prospects spend reviewing, and which pricing options convert best so you can optimise proposals.
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.
Mid-project checkpoint to review what's been delivered, adjust scope if needed, and confirm priorities for the remaining weeks.
Map the right prospects, message, and channels before sending a single email. Make every touch land in the inbox of someone ready to talk.
Review campaign performance by audience segment, test creative variations, and shift budget toward the combinations that generate pipeline.
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.
Review search term reports, refine match types, test ad variations, and reallocate budget to the campaigns that drive qualified pipeline.
Increase your prices without losing customers by communicating more value first.
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.
Track show rates over time and by lead source to identify which prospects are most likely to attend and where the drop-off happens.
Every lead starts with a form submission. Good form tools balance conversion with data quality so you capture the right information.
Leads need nurturing but you can't email everyone manually. Automation sends the right message at the right time based on behaviour.
Build a consistent follow-up rhythm for sent proposals so deals do not go cold while you wait for a response.
Apply a structured approach to scaling what works: do more of it, make it better, then add new variations to extend your reach.
Introductions, tool access, timeline confirmation, and communication setup. Sets the foundation for everything that follows.
Most B2B companies pick a growth motion by accident and wonder why scaling feels so hard. Learn how to deliberately choose between founder-led
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.
Deals stall when paperwork is slow. Proposal tools help you send professional documents and get signatures without the back and forth.
Use detractor feedback to make specific improvements and track whether scores improve over time.