Credit the channel that introduced prospects to your brand to measure awareness efforts and understand which top-of-funnel activities start customer journeys.
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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.
Store raw data from all business systems in one place to run analyses and build reports that combine information across marketing, sales, and product.
Plan how you'll reach customers and generate revenue by choosing channels, pricing, and sales models that match your product and market reality.
Design experiments that answer specific questions with minimum time and resources to maximise learning velocity without over-investing in unproven ideas.
Track campaign performance precisely by appending parameters to URLs that identify traffic sources, mediums, and campaigns in your analytics.
Organise the tools that capture leads, nurture prospects, and measure performance to automate repetitive work and connect customer data across systems.
Interpret experiment results to understand the probability that observed differences occurred by chance rather than because your changes actually work.
Systematically rank projects and opportunities using objective frameworks, ensuring scarce resources flow to highest-impact work.
Structure experiments around clear predictions to focus efforts on learning rather than random changes and make results easier to interpret afterward.
Calculate how much pipeline you need relative to quota to ensure you generate enough opportunities to hit revenue targets despite normal conversion rates.
Group customers by acquisition period to compare behaviour patterns and identify which acquisition channels and time periods produce the best long-term value.
Calculate the total cost of winning a new customer to evaluate marketing efficiency and ensure sustainable unit economics across all channels.
Compare two versions of a page, email, or feature to determine which performs better using statistical methods that isolate the impact of specific changes.
Focus resources on high-impact business mechanisms where small improvements generate disproportionate results across the entire customer journey.
Assemble tools that manage pipeline, automate outreach, and track performance to help reps sell more efficiently and managers forecast accurately.
Identify what you do better or differently that competitors can't easily copy to defend margins and win customers consistently over time.
Build distribution through your personal brand and network where your expertise and story attract customers who trust you before your company.
Assign credit to marketing touchpoints that influence conversions to understand which channels work together and deserve budget in multi-touch journeys.
Block extended time for cognitively demanding tasks requiring sustained focus, maximising valuable output whilst minimising shallow distractions.
Attract prospects through valuable content that solves real problems, building trust and generating qualified leads who approach you.
Achieve the state where your product solves a genuine, urgent problem for a defined market that's willing to pay and actively pulling your solution in.