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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Close deals faster by staying top of mind while your proposal sits in their inbox.
Knowledge that's written down compounds. Document your processes and decisions so your team builds on what's already been figured out.
Create a smooth transition from sales to customer success that builds trust from day one.
Engage website visitors in real-time, qualify leads automatically, and route conversations to the right team member.
Monitor which sections get read, how long prospects spend reviewing, and which pricing options convert best so you can optimise proposals.
Optimise your outreach by measuring what matters. Track opens, replies, and conversions, then diagnose and fix drop-offs systematically.
Use heatmaps, recordings, and survey data to uncover friction. Discover confusion and blockers that hurt your conversion rates and user experience.
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.
Track traffic sources and lead generation, monitor funnel progression from visitor to MQL, measure campaign performance, and prove marketing's contribution to revenue.
Bad interviews produce polite answers that confirm what you already believe. Good interviews surface uncomfortable truths that change your strategy. The difference is in how you ask.
Recover missed meetings without burning the relationship or sounding frustrated.
Build and manage your website content. Choose a platform that balances flexibility, ease of use, and integration with your growth stack.
Match your offer to where prospects are in their buying journey. Problem aware, solution aware, and product aware buyers need different things.
Test message angles (pain, outcome, proof, comparison), positive versus negative framing, and platform-specific copy structures. Different segments respond to different angles, and you won't know which until you test.
Send confirmation immediately with what to expect. Remind at 24 hours and 1 hour. Each touchpoint reduces no-shows.
Move content subscribers from passive readers to active prospects ready to talk.
AI handles research, drafts, and analysis in minutes instead of hours. The right tools multiply your output without adding headcount or complexity.
Write content that educates, engages, and converts with clear transformation. Create for one reader with proof, optimise for search, drive qualified traffic.
Deals stall when paperwork is slow. Proposal tools help you send professional documents and get signatures without the back and forth.
Deliver what they asked for, then introduce yourself. Build trust over 3-5 emails before asking for anything. Different flows for different entry points.
Identify churn patterns, build early warning systems, and create win-back campaigns for customers considering leaving to salvage relationships.
Images and videos determine whether ads get noticed in feed. Test formats systematically: single images versus carousels versus videos, and match visual type to segment and awareness stage.
Configure your personal workspace so HubSpot works for how you sell. Set working hours, notification preferences, connect your email and calendar, and set up snippets and templates you'll use daily.
Leads need nurturing but you can't email everyone manually. Automation sends the right message at the right time based on behaviour.
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.
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.
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.
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.
Your CRM is the single source of truth for every deal. The right one keeps your pipeline visible and your follow-ups from slipping.
Spot upsell and cross-sell opportunities from usage patterns, customer feedback, and lifecycle signals before customers even ask for more.
Track engagement, usage, and sentiment to identify at-risk customers before they churn so you can intervene early with targeted outreach.
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.
Convert people who reached out to you into qualified conversations while their interest is still warm.
Your system for tracking work determines how your team operates. The right tool makes priorities visible and keeps everyone moving without endless status updates.
Campaign pages need to go live fast. Dedicated builders let you launch and test without touching your main website.
Turn high-quality articles into discoverable assets. Craft title tags, schema, internal links, add llms.txt, fix speed, and rank in search and AI.
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.
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.
Set up users with the right access levels before they start working in HubSpot. Understand how seats work, create teams that match your organisation, and configure permissions so people see what they need without accessing what they shouldn't.
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.
Identify complementary products or services that solve related problems and present them at the right moment in the customer journey.
Proposal templates speed up sales. Use PandaDoc or DocuSign to create master templates with merge fields, pricing tables, e-signature and approval workflows.
A folder full of interview notes is worthless if nothing changes. Learn how to spot patterns across conversations and translate what you heard into concrete updates to your ICP and positioning.
Boost LinkedIn reach in the week before you post. Warm the algorithm with daily chats, meaningful comments, a cleaner network, and new recommendations.
Exclude your own IP address from Google Analytics 4. Keep your data accurate and free from internal traffic noise that skews metrics.
Capture visitors before they leave with exit intent, scroll triggers, and timed pop-ups. Use LinkedIn and Meta lead forms to recapture those who did not convert.
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.
Write cold emails that get replies with clear value and no fluff. Learn frameworks for subject lines, openers, relevance, proof, and CTAs.
Most B2B companies pick a growth motion by accident and wonder why scaling feels so hard. Learn how to deliberately choose between founder-led
Find and qualify leads with precision so you can spend less time prospecting. Focus more time on closing actual conversations that matter.
Compare PandaDoc, Proposify, and other tools based on your sales complexity, CRM integration needs, and pricing workflow requirements.
Not all customer feedback is equally valuable. Learn which segments of your customer base will give you the insights that actually change how you sell and who you should prioritise when time is limited.
Don't build new pages yet. First, analyse which current pages convert best and redirect underperforming traffic there. Quick win with zero build time.
Define the stages a contact moves through from subscriber to customer, map the exact handover points where marketing passes leads to sales, and configure automation that updates lifecycle stages without manual work.
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.
Present upsells and cross-sells at renewal periods, usage milestones, and moments when customers naturally need more from your solution.
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.
Stop leaving reach to chance with random timing. Use a pre-posting checklist, well-timed publishing, and first-hour engagement to multiply impressions.
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.
Build board-ready reports that show revenue forecasting, pipeline coverage, and progress against company targets without getting lost in operational detail.
Create systematic processes to gather customer input, surface issues early, and act on feedback before problems become churn events.
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.
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.
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.
Set up conversion tracking for real business actions. Track meetings booked, sign-ups completed, key pages visited, and payments made.
Revenue leaks through failed payments and messy upgrades. Billing tools handle the complexity so you collect what you've earned.
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.
Calendar ping-pong kills momentum. Booking tools let prospects pick a time instantly so meetings actually happen.
Design proposal frameworks with clear scope, pricing options, and acceptance workflows that guide buyers toward decisions without confusion.
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.
Install Google Tag Manager and Google Analytics 4 correctly. Get the right foundations in place before tracking any events or conversions.
Tell your story in a way that establishes expertise, demonstrates values, and shows why buyers should choose you over competitors in the market.
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.
Sarah runs fewer experiments but wins anyway. She aligns 12 metrics across 4 engines. See how systematic leverage creates exponential results.
Manage your time like your ad budget. Get the highest ROI from your hours with personal audits, ideal-week calendars, and timeboxing.
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.
Remove distractions and control your digital environment. Create conditions for high-quality focused work without constant interruptions.
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.
Structure your campaign across multiple touchpoints using email, LinkedIn, or both channels for maximum reach and response rates.
Turn your organic-growth strategy into a production system. Track ideas, score by impact, move through workflow, and publish on time consistently.
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.
Lock in domain, DNS, inbox warm-up, and sending volumes before writing a single email. Protect deliverability from day one with proper setup.
Set a traffic goal, group keywords by intent, and build a strategic content pillar map that scales with clear launch plans ready to execute.
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.
Repetitive work is work that shouldn't require thinking. Automate the predictable stuff so your team focuses on problems that actually need human judgment.
Where your team communicates shapes how decisions get made. Good collaboration tools make information easy to find and keep conversations focused.
Install tracking infrastructure that shows which metrics drive revenue. Build your scorecard and launch your first cycle with the right foundation.
Consistency on social takes time you don't have. Management tools help you stay visible without living inside the platforms.
Wake up cold leads who went quiet. Try a new angle, share fresh content, or ask directly if they are still interested. Remove after 3-4 touches with no response.
Bring cold leads back to life when they've stopped responding to your messages.
Convert every long-form guide into LinkedIn posts, carousels, videos, and podcast snippets in minutes with AI prompts and reusable templates.
Random tactics scatter your focus and burn you out. Systems compound effort into sustainable growth. See why working without structure leads to chaos.
Customers who don't adopt don't renew. Onboarding tools guide new users to value before they lose interest.
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.
Build dashboards that show traffic sources and attribution, track lead generation metrics, monitor funnel progression, and measure campaign performance and ROI.
Happy customers don't always tell you and unhappy ones often don't either. Feedback tools capture sentiment so you know where you stand.
Every lead starts with a form submission. Good form tools balance conversion with data quality so you capture the right information.
Map the first 30-90 days to deliver quick wins, set expectations, and prove value before customers question their decision to buy from you.
Track what matters for growth decisions. Map key conversions, name events with clear conventions, and document tracking specifications.
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.