Track predictable monthly subscription revenue to monitor short-term growth trends and make faster decisions than waiting for annual revenue reports.
.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.
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.
Block extended time for cognitively demanding tasks requiring sustained focus, maximising valuable output whilst minimising shallow distractions.
Compare two versions of a page, email, or feature to determine which performs better using statistical methods that isolate the impact of specific changes.
Distribute conversion credit across multiple touchpoints to recognise that customer journeys involve many interactions and channels working together.
Identify what you do better or differently that competitors can't easily copy to defend margins and win customers consistently over time.
Define how you're different from alternatives in a way that matters to customers to guide all messaging and ensure consistent market perception.
Analyse profit per customer to determine if your business model works at scale before investing heavily in growth and customer acquisition.
Track revenue growth from existing customers through expansion and contraction to prove your product delivers increasing value over time.
Attract prospects through valuable content that solves real problems, building trust and generating qualified leads who approach you.
Maintain an unchanged version in experiments to isolate the impact of your changes and prove causation rather than correlation with external factors.
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.
Calculate how many users you need in experiments to detect meaningful differences and avoid declaring winners prematurely based on insufficient data.
Focus resources on high-impact business mechanisms where small improvements generate disproportionate results across the entire customer journey.
Calculate how much pipeline you need relative to quota to ensure you generate enough opportunities to hit revenue targets despite normal conversion rates.
Track how fast your pipeline of ready-to-buy leads grows to forecast sales capacity needs and spot when lead quality or sales efficiency changes.
Group customers by acquisition period to compare behaviour patterns and identify which acquisition channels and time periods produce the best long-term value.
Assign full conversion credit to the final touchpoint before purchase to identify which channels close deals but miss earlier influences that started journeys.
Calculate the total cost of winning a new customer to evaluate marketing efficiency and ensure sustainable unit economics across all channels.
Unify customer data from every touchpoint to create complete profiles that power personalised experiences across marketing, sales, and product.
Track campaign performance precisely by appending parameters to URLs that identify traffic sources, mediums, and campaigns in your analytics.