Competitive advantage

Build distribution through your personal brand and network where your expertise and story attract customers who trust you before your company.

Organise the tools that capture leads, nurture prospects, and measure performance to automate repetitive work and connect customer data across systems.

Organise customer and prospect information to track relationships, communication history, and next steps without losing context or duplicating effort.

Assemble tools that manage pipeline, automate outreach, and track performance to help reps sell more efficiently and managers forecast accurately.

Measure which marketing activities drive desired outcomes to allocate budget toward channels that actually generate revenue instead of vanity metrics.

Cultivate belief that skills and results improve through deliberate effort, treating setbacks as learning opportunities rather than fixed limitations.

Determine whether experiment results reflect real differences or random chance to avoid making expensive decisions based on noise instead of signal.

Document your ideal customer's role, goals, and challenges to tailor messaging and prioritise features that solve real problems they actually pay for.

Deploy fast, low-cost experiments to discover scalable acquisition and retention tactics, learning through iteration rather than big bets.

Track predictable yearly revenue from subscriptions to measure business scale and growth trajectory in B2B SaaS and recurring revenue models.

Attract prospects through valuable content that solves real problems, building trust and generating qualified leads who approach you.

Measure the percentage of customers who stop paying to identify retention problems and calculate the true cost of growth in subscription businesses.

Structure experiments around clear predictions to focus efforts on learning rather than random changes and make results easier to interpret afterward.

Diagnose and break through stagnation by identifying which business mechanisms have reached capacity and require new approaches.

Plan how you'll reach customers and generate revenue by choosing channels, pricing, and sales models that match your product and market reality.

Calculate how much pipeline you need relative to quota to ensure you generate enough opportunities to hit revenue targets despite normal conversion rates.

Credit the channel that introduced prospects to your brand to measure awareness efforts and understand which top-of-funnel activities start customer journeys.

Design experiments that answer specific questions with minimum time and resources to maximise learning velocity without over-investing in unproven ideas.

Focus your entire organisation on the single metric that best predicts success at your current growth stage, avoiding distraction and misalignment.

Build self-reinforcing systems across demand generation, funnel conversion, sales pipeline, and customer value that create continuous momentum.