Build self-reinforcing systems across demand generation, funnel conversion, sales pipeline, and customer value that create continuous momentum.
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A growth engine is a self-reinforcing part of your business that, once running, continues to generate revenue with less and less manual push. My framework has four engines Demand Generation, Marketing Funnel, Sales Pipeline, and Contract Value. Each engine handles a stretch of the customer journey, and together they form one continuous loop: attract the right people, convert them, close deals, then expand and retain accounts. Improve any single engine and revenue rises; improve all four and the gains compound.
Growth engines matter because they transform random marketing activity into systematic, compounding progress. Most organisations operate with disconnected tactics LinkedIn campaigns here, email sequences there, ad-hoc sales follow-ups that don't reinforce each other or create momentum. The engine framework forces you to see how components interconnect mathematically: leads × conversion rate × win rate × average deal value = revenue. This reveals where growth actually breaks down. Perhaps you generate abundant leads (strong demand generation) but few convert to opportunities (weak funnel), making additional lead generation wasteful until you fix conversion. Or perhaps your funnel works brilliantly but deals stall in pipeline (weak sales process), indicating that more top-of-funnel investment helps nothing. By treating each stage as a distinct engine with measurable throughput, teams can diagnose precisely where effort yields highest returns. The discipline also enables experimentation velocity: you can test improvements to individual engines whilst holding others constant, cleanly measuring impact. Organisations that implement the four-engine model report 25-35% faster growth because they systematically address actual bottlenecks rather than guessing where to invest. The framework also clarifies ownership different teams naturally own different engines improving accountability and coordination across marketing, sales, and customer success.
Track leads generated, funnel conversion, win rate, and average contract value. Multiplying these four numbers shows current revenue potential.
Whichever metric drags the total down is the first focus. For example, strong lead flow but low meeting bookings points to a funnel issue.
As one engine improves, re-calculate the full equation. Even modest lifts 10 % more leads, 5 % higher win rate stack into meaningful revenue jumps.
Once an engine performs at benchmark, shift focus to the next weakest link. Maintaining this rotation keeps the whole growth machine humming and protects against future plateaus.
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.
Sean Ellis
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A practical framework for experiments and insights. Build loops, run tests and adopt a cadence that ships learning every week.
Sean Ellis
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A tour of growth case studies. Identify engines, spot patterns and design experiments that fit your context.
Verne Harnish
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Practical tools for scaling a company. Use rhythms, scorecards and priorities to keep a growing team aligned.
Install tracking infrastructure that shows which metrics drive revenue. Build your scorecard and launch your first cycle with the right foundation.
Apply disciplined experimentation across the entire customer lifecycle, optimising every stage through rapid testing and data-driven iteration.
Build self-reinforcing systems across demand generation, funnel conversion, sales pipeline, and customer value that create continuous momentum.
Define events that start automation workflows so the right message reaches people at the right moment based on their actual behaviour not arbitrary timing.
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.
Assign credit to marketing touchpoints that influence conversions to understand which channels work together and deserve budget in multi-touch journeys.
Define pipeline progression steps to standardise how reps advance opportunities and give managers visibility into where deals stall or convert unexpectedly.
Organise the tools that capture leads, nurture prospects, and measure performance to automate repetitive work and connect customer data across systems.
Calculate the total cost of winning a new customer to evaluate marketing efficiency and ensure sustainable unit economics across all channels.
Plan how you'll reach customers and generate revenue by choosing channels, pricing, and sales models that match your product and market reality.
Select metrics that reveal whether you're achieving strategic goals to track progress and identify problems before they become expensive to fix.
Measure the month-over-month growth in qualified leads to predict future revenue and catch pipeline problems before they impact revenue three months later.
Turn satisfied customers into active promoters who systematically bring qualified prospects into your pipeline at near-zero acquisition cost.
Drive acquisition and expansion through product experience where users discover value before sales conversations and upgrade based on usage.
Structure experiments around clear predictions to focus efforts on learning rather than random changes and make results easier to interpret afterward.
Connect tools so data flows automatically between systems to eliminate manual entry, keep records current, and enable sophisticated workflows across platforms.
Design experiments that answer specific questions with minimum time and resources to maximise learning velocity without over-investing in unproven ideas.
Focus effort on the 20% of activities that drive 80% of results, systematically eliminating low-yield work to maximise output per hour invested.
Track campaign performance precisely by appending parameters to URLs that identify traffic sources, mediums, and campaigns in your analytics.
Compare two versions of a page, email, or feature to determine which performs better using statistical methods that isolate the impact of specific changes.