Track revenue growth from existing customers through expansion and contraction to prove your product delivers increasing value over time.
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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.
David H. Maister
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A classic on leading expert teams. Balance sales, delivery and culture with numbers that keep the firm strong.
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.
Interpret experiment results to understand the probability that observed differences occurred by chance rather than because your changes actually work.
Identify the fundamental factors that directly cause business expansion, concentrating resources on activities that generate measurable results.
Cultivate belief that skills and results improve through deliberate effort, treating setbacks as learning opportunities rather than fixed limitations.
Drive acquisition and expansion through product experience where users discover value before sales conversations and upgrade based on usage.
Distribute conversion credit across multiple touchpoints to recognise that customer journeys involve many interactions and channels working together.
Choose one metric that best predicts long-term success to align your entire team on what matters and avoid conflicting priorities that dilute focus.
Calculate how much pipeline you need relative to quota to ensure you generate enough opportunities to hit revenue targets despite normal conversion rates.
Clear mental clutter by transferring all thoughts, tasks, and ideas onto paper or screen, creating space for focused work.
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.
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.
Group customers by acquisition period to compare behaviour patterns and identify which acquisition channels and time periods produce the best long-term value.
Organise the tools that capture leads, nurture prospects, and measure performance to automate repetitive work and connect customer data across systems.
Navigate competing priorities and secure buy-in by systematically understanding, influencing, and aligning internal decision-makers toward shared goals.
Connect triggers to actions across systems so repetitive tasks happen automatically and teams can focus on work that requires judgement instead of admin.
Turn satisfied customers into active promoters who systematically bring qualified prospects into your pipeline at near-zero acquisition cost.
Credit the channel that introduced prospects to your brand to measure awareness efforts and understand which top-of-funnel activities start customer journeys.
Define pipeline progression steps to standardise how reps advance opportunities and give managers visibility into where deals stall or convert unexpectedly.
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.