Track predictable yearly revenue from subscriptions to measure business scale and growth trajectory in B2B SaaS and recurring revenue models.
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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.
The wrong tools create friction. The right ones multiply your output without adding complexity. These are the tools I recommend for growth teams that move fast.
Small improvements multiply. A 10% gain across twelve metrics doesn't add up to 120% - it compounds to 3x growth. This is the mathematical engine behind systematic growth.
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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.
Without rhythm, effort becomes scattered and progress invisible. A consistent operating cadence keeps your team aligned and your growth system continuously improving.
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.
Install tracking infrastructure that shows which metrics drive revenue. Build your scorecard and launch your first cycle with the right foundation.
Structure experiments around clear predictions to focus efforts on learning rather than random changes and make results easier to interpret afterward.
Build self-reinforcing systems across demand generation, funnel conversion, sales pipeline, and customer value that create continuous momentum.
Measure which marketing activities drive desired outcomes to allocate budget toward channels that actually generate revenue instead of vanity metrics.
Define pipeline progression steps to standardise how reps advance opportunities and give managers visibility into where deals stall or convert unexpectedly.
Diagnose and break through stagnation by identifying which business mechanisms have reached capacity and require new approaches.
Calculate how much pipeline you need relative to quota to ensure you generate enough opportunities to hit revenue targets despite normal conversion rates.
Select metrics that reveal whether you're achieving strategic goals to track progress and identify problems before they become expensive to fix.
Identify what you do better or differently that competitors can't easily copy to defend margins and win customers consistently over time.
Credit the channel that introduced prospects to your brand to measure awareness efforts and understand which top-of-funnel activities start customer journeys.
Win customers through direct sales conversations where reps guide prospects from discovery to close with personalised solutions and relationship building.
Deploy fast, low-cost experiments to discover scalable acquisition and retention tactics, learning through iteration rather than big bets.
Define how you're different from alternatives in a way that matters to customers to guide all messaging and ensure consistent market perception.
Systematically rank projects and opportunities using objective frameworks, ensuring scarce resources flow to highest-impact work.
Prioritise tasks systematically by sorting them into urgent-important quadrants, focusing effort on high-impact activities.
Apply disciplined experimentation across the entire customer lifecycle, optimising every stage through rapid testing and data-driven iteration.
Cultivate belief that skills and results improve through deliberate effort, treating setbacks as learning opportunities rather than fixed limitations.
Calculate your true growth trajectory by measuring the rate at which your business grows when gains build on previous gains over multiple periods.
Block extended time for cognitively demanding tasks requiring sustained focus, maximising valuable output whilst minimising shallow distractions.
Interpret experiment results to understand the probability that observed differences occurred by chance rather than because your changes actually work.
Distribute conversion credit across multiple touchpoints to recognise that customer journeys involve many interactions and channels working together.