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.
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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?
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Drive more traffic from the same budget
Build your channel strategy and optimise each channel, so you grow traffic strategically without burning budget.
Outreach automation
Cold outreach works when it feels warm. Infrastructure setup, list building, and sequences that sound human instead of automated get replies from people who usually ignore cold email.
LinkedIn thought leadership
Your profile is a landing page. Your content is demand generation. LinkedIn works for B2B when you treat it as a channel to drive pipeline, not a place to collect likes.
Organic search
Paid traffic stops when you stop paying. Organic compounds over time but only if you're creating content that answers what your buyers are actually searching for.
Skills you learn
Channel plan and budget
Analyse which channels drive revenue and build a 12-week plan that concentrates budget where it compounds over time.
Ad creative testing
Set up frameworks to audit creative, copy, and messaging. Small improvements stack into better clicks and lower costs.
Landing page conversion redesigns
Redesign key landing pages to convert more traffic without needing more visitors. Better conversion multiplies results downstream.
Channel selection by growth stage
Know which channels to use at each phase. Stop guessing where to allocate budget and when to activate new channels.
A funnel that drives qualified discovery calls
Your website, email flows, and remarketing all work together like a mousetrap. Build clear landing pages that convert, automation that nurtures leads, and a machine that drives discovery calls without you chasing people. Stop leaking leads halfway through.
Customer research
Assumptions kill campaigns. Real customer insight reveals why people actually buy, what language resonates, and which objections need addressing before you spend on ads.
Lead capture system
Anonymous visitors are worthless. A strategic approach to forms, lead magnets, and often-forgotten sources turns traffic into contacts you can actually nurture and convert.
Lead nurture sequences
Most leads aren't ready to buy today. Automated sequences keep you top of mind and build trust over time so prospects come to you when timing is right.
Optimised booking flow
Getting someone interested is only half the battle. A proper booking flow with confirmations, reminders, and no-show handling converts more interest into actual conversations.
B2B website foundations
Your website works while you sleep, but only if visitors understand what you do within seconds. Build pages that answer questions before they're asked and make the next step obvious.
Suggested tools
Skills you learn
Lead capture systems
Reduce form fields and build multi-step forms that capture more leads without friction or dropoff keeping prospects engaged.
Lead nurture email sequences
Build automated sequences that educate and qualify leads. By the time sales calls, prospects are interested and ready.
Optimised booking flow
Optimise booking flow, set up reminder automation, and build confirmation sequences that get more meetings scheduled consistently.
Lead scoring setup
Configure scoring that identifies which leads are ready to talk to sales and which need more nurturing first.
Help your sales team close more deals
Your sales pipeline works exactly like a marketing funnel, you just need to know how to optimise it. Build the assets that help your team close: proposals that win, workflows that keep deals moving, and materials that answer objections before they kill opportunities.
Discovery calls
A bad discovery call wastes everyone's time. A good one uncovers real needs, builds trust, and positions your solution as the obvious choice before you ever pitch.
Sales sequences
Following up manually doesn't scale. Automated sequences with the right cadence and messaging keep deals warm without requiring you to remember every prospect.
Proposal templates
Deals stall when proposals are slow or confusing. Clear structure, smart pricing presentation, and templates that pull from your CRM keep deals moving toward close.
Sales hub configuration
Sales reps waste hours on admin when HubSpot isn't set up for how they actually work. Configure your workspace so the CRM helps you sell instead of slowing you down.
Suggested tools
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Skills you learn
Discovery call scripts
Build call structure and question banks that help your team run better discovery calls and qualify prospects consistently.
Proposal templates that close deals
Create modular proposal templates with strong positioning. Clear structure that answers objections before prospects ask them.
Pricing page and value presentation
Design branded pricing presentation with value justification framework that makes the decision easier for prospects on the fence.
Sales sequences and follow-up automation
Build automated follow-up flows that keep deals moving. Nurture prospects between calls so opportunities don't go cold.
Increase lifetime value per customer
Acquiring customers is expensive. Keeping them is where margins improve. What would happen if none of your customers left? Build feedback loops, long-term relationships, retention programmes that reduce churn, and upsell frameworks that grow account value without being pushy.
Retention strategy
Churn kills growth. Identifying at-risk accounts early and addressing concerns proactively keeps customers longer and makes your acquisition investment worthwhile.
Expansion
New customers are expensive. Growing existing accounts is where margins improve and growth becomes sustainable without constantly feeding the acquisition machine.
Increase pricing
Underpricing leaves money on the table. Raising prices without losing customers requires clear value communication and timing that minimises churn while improving margins.
Skills you learn
Client onboarding that creates loyalty
Design onboarding experiences that activate clients quickly and keep them happy. First impressions determine long-term relationships and retention.
Retention strategy to reduce churn
Identify best clients and rebuild approach to attract more like them. Stop taking anyone who pays money.
Upsell and cross-sell strategy
Build frameworks that identify opportunities and action them. When clients are ready for more, your team knows what to offer.
Pricing increase tactics
Analyse pricing structure and create implementation plan for increases. Grow account value without feeling pushy or aggressive to clients.
Orchestrate systematic growth
The cockpit that sits above your four growth engines. Individual teams can excel at their own metrics, but without orchestration they're musicians playing different songs. This is where everything comes together and where improvements in one engine amplify gains in another.
Growth strategy
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Four decisions that shape everything else. When growth feels harder than it should, the problem is usually here. Get these right and execution becomes much easier.
Growth rhythms
Without rhythm, effort becomes scattered and progress invisible. A consistent operating cadence keeps your team aligned and your growth system continuously improving.
Experimentation
Opinions are cheap. Data is expensive but worth it. Build an experimentation system that produces valid results and compounds your learnings.
Suggested tools
Skills you learn
Data-driven decision making, not gut feel
Identify which metrics predict growth and build dashboards that surface the right insights. Know what to focus on next quarter.
Prioritise experiments based on long-term revenue
Learn how to design experiments with clear hypotheses and success metrics. Every test teaches you something whether it wins or loses.
Culture of improvement across your team
Train your team to think like experimenters. Small improvements from everyone compound into major growth over months and years.
System to accelerate results with each cycle
Structure how you learn from experiments and build on wins. Each cycle gets faster as your team gets better at spotting what works.
Since 2010, I've used this system to drive results for my own companies and clients
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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
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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
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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
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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
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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.