Measure which marketing activities drive desired outcomes to allocate budget toward channels that actually generate revenue instead of vanity metrics.
.webp)
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.
%2520(1).webp)
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.
Install Google Tag Manager and Google Analytics 4 correctly. Get the right foundations in place before tracking any events or conversions.
Track what matters for growth decisions. Map key conversions, name events with clear conventions, and document tracking specifications.
Build self-reinforcing systems across demand generation, funnel conversion, sales pipeline, and customer value that create continuous momentum.
Identify what you do better or differently that competitors can't easily copy to defend margins and win customers consistently over time.
Store information in browsers to track user behaviour across visits and enable personalised experiences without requiring login for every interaction.
Assign credit to marketing touchpoints that influence conversions to understand which channels work together and deserve budget in multi-touch journeys.
Select metrics that reveal whether you're achieving strategic goals to track progress and identify problems before they become expensive to fix.
Apply disciplined experimentation across the entire customer lifecycle, optimising every stage through rapid testing and data-driven iteration.
Track campaign performance precisely by appending parameters to URLs that identify traffic sources, mediums, and campaigns in your analytics.
Interpret experiment results to understand the probability that observed differences occurred by chance rather than because your changes actually work.
Deploy fast, low-cost experiments to discover scalable acquisition and retention tactics, learning through iteration rather than big bets.
Calculate the total cost of winning a new customer to evaluate marketing efficiency and ensure sustainable unit economics across all channels.
Define pipeline progression steps to standardise how reps advance opportunities and give managers visibility into where deals stall or convert unexpectedly.
Prioritise tasks systematically by sorting them into urgent-important quadrants, focusing effort on high-impact activities.
Identify and leverage limitations as forcing functions that drive creative problem-solving and strategic focus.
Automate multi-touch email campaigns that adapt based on recipient behaviour to nurture leads consistently without manual follow-up from reps or marketers.
Estimate the maximum revenue opportunity if you captured 100% market share to size your opportunity and prioritise which markets to enter first.
Clear mental clutter by transferring all thoughts, tasks, and ideas onto paper or screen, creating space for focused work.
Credit the channel that introduced prospects to your brand to measure awareness efforts and understand which top-of-funnel activities start customer journeys.
Structure experiments around clear predictions to focus efforts on learning rather than random changes and make results easier to interpret afterward.
Win customers through direct sales conversations where reps guide prospects from discovery to close with personalised solutions and relationship building.
Drive acquisition and expansion through product experience where users discover value before sales conversations and upgrade based on usage.