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.
Calculate the total cost of winning a new customer to evaluate marketing efficiency and ensure sustainable unit economics across all channels.
Connect tools so data flows automatically between systems to eliminate manual entry, keep records current, and enable sophisticated workflows across platforms.
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.
Estimate the maximum revenue opportunity if you captured 100% market share to size your opportunity and prioritise which markets to enter first.
Focus your entire organisation on the single metric that best predicts success at your current growth stage, avoiding distraction and misalignment.
Diagnose and break through stagnation by identifying which business mechanisms have reached capacity and require new approaches.
Measure the month-over-month growth in qualified leads to predict future revenue and catch pipeline problems before they impact revenue three months later.
Win customers through direct sales conversations where reps guide prospects from discovery to close with personalised solutions and relationship building.
Calculate how many users you need in experiments to detect meaningful differences and avoid declaring winners prematurely based on insufficient data.
Interpret experiment results to understand the probability that observed differences occurred by chance rather than because your changes actually work.
Determine whether experiment results reflect real differences or random chance to avoid making expensive decisions based on noise instead of signal.
Organise customer and prospect information to track relationships, communication history, and next steps without losing context or duplicating effort.
Scale through partner relationships where other companies distribute your product to their customers in exchange for commissions or reciprocal value.
Clear mental clutter by transferring all thoughts, tasks, and ideas onto paper or screen, creating space for focused work.
Compare two versions of a page, email, or feature to determine which performs better using statistical methods that isolate the impact of specific changes.
Assign full conversion credit to the final touchpoint before purchase to identify which channels close deals but miss earlier influences that started journeys.
Turn satisfied customers into active promoters who systematically bring qualified prospects into your pipeline at near-zero acquisition cost.
Define events that start automation workflows so the right message reaches people at the right moment based on their actual behaviour not arbitrary timing.
Connect triggers to actions across systems so repetitive tasks happen automatically and teams can focus on work that requires judgement instead of admin.
Maintain an unchanged version in experiments to isolate the impact of your changes and prove causation rather than correlation with external factors.