Navigate competing priorities and secure buy-in by systematically understanding, influencing, and aligning internal decision-makers toward shared goals.
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Stakeholder management is the habit of keeping the right people informed, involved, and confident about the work you do. In practice it means proactive communication not waiting to be asked. For a growth marketer that translates into visible updates on progress, blockers, and next steps, delivered at a rhythm that matches the stakeholder’s attention span. If they never wonder “what’s happening?” you are managing them well.
Stakeholder management matters because virtually no growth initiative succeeds without cross-functional support, yet most organisations struggle with siloed teams pursuing conflicting goals. Without systematic stakeholder engagement, your carefully planned growth strategy stalls: product doesn't prioritise the integration you need, sales doesn't follow up on marketing leads properly, executives cut your budget because they don't understand the strategy, or key influencers quietly undermine your programme. The power dynamics are particularly important: a sceptical VP can kill initiatives through passive resistance or resource starvation, whilst an enthusiastic executive champion can unlock budget and remove obstacles. Mapping stakeholders early prevents surprises: you discover that the legal team has compliance concerns before you've built the entire campaign, or that the CFO needs ROI proof structured specific ways before approving spend. Understanding motivations also helps you position initiatives strategically: frame the same growth programme as "reducing CAC" to finance, "improving lead quality" to sales, "expanding addressable market" to product, and "building competitive moat" to executives all true, but emphasising what each stakeholder cares most about. Regular communication particularly matters: stakeholders who receive proactive updates before problems escalate become allies who help solve issues; stakeholders who only hear about projects when you need something view you as transactional. The discipline also surfaces misalignment early: if sales leadership actively resists your lead qualification framework, you've got strategic disagreement that needs resolving before you waste resources implementing a process nobody will follow. Research shows that projects with active stakeholder management are 2-3× more likely to achieve objectives because blockers are identified and addressed early rather than discovered during execution. The practice also builds political capital: stakeholders whose concerns you've genuinely addressed become advocates who support your future initiatives, whilst ignored stakeholders become obstacles who reflexively oppose your proposals.
Identify who needs visibility and how often.
Make calendar invites recurring so updates never slip.
Send a brief email (or post in the project tool) before close of play each Friday. Include:
Record a 5- to 7-minute Loom or run a short live demo that shows new assets, experiments launched, and early lessons. Share the link with a bullet-point recap so teammates can watch asynchronously and add comments.
Prepare a one-page PDF or slide deck that leaders can scan in under five minutes. Lead with KPI trends (traffic, pipeline, revenue impact), highlight major risks or opportunities, and list any decisions or approvals you need.
Your visibility is your responsibility especially in async or remote teams. Write updates as if you are answering three questions pre-emptively:
Stakeholders skim. Lead with a one-sentence headline, then the metric. Example:
“Landing-page conversion rose from 2.4 % to 3.1 % after the testimonial swap; that delivers 42 extra leads per month.”
Attach the dashboard link for deeper exploration but never bury the key takeaway.
Subject: “Growth sprint #18 – wins, numbers, blockers”
Top banner: traffic, MQLs, revenue in three bold figures.
Slide 2: Screenshot of new dashboard.
Slide 3: Insight – “87 % of demos originate from two articles; plan to expand this content cluster.”
Slide 4: Ask – approval for £800 content rewrite budget.
Record a five-minute screen share of the latest landing page, annotate changes, show early A-B test data. Post the Loom link in the client Slack channel with a two-line summary and tag decision-makers.
Mastering stakeholder management turns silent hard work into visible, strategic progress. It protects budgets, accelerates approvals, and builds the trust that lets growth teams experiment freely exactly what you need for sustained B2B success.
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.
Determine whether experiment results reflect real differences or random chance to avoid making expensive decisions based on noise instead of signal.
Calculate the total cost of winning a new customer to evaluate marketing efficiency and ensure sustainable unit economics across all channels.
Connect triggers to actions across systems so repetitive tasks happen automatically and teams can focus on work that requires judgement instead of admin.
Analyse profit per customer to determine if your business model works at scale before investing heavily in growth and customer acquisition.
Track your user journey through Acquisition, Activation, Retention, Referral, and Revenue to identify which stage constrains growth most.
Measure which marketing activities drive desired outcomes to allocate budget toward channels that actually generate revenue instead of vanity metrics.
Track campaign performance precisely by appending parameters to URLs that identify traffic sources, mediums, and campaigns in your analytics.
Focus effort on the 20% of activities that drive 80% of results, systematically eliminating low-yield work to maximise output per hour invested.
Define events that start automation workflows so the right message reaches people at the right moment based on their actual behaviour not arbitrary timing.
Structure experiments around clear predictions to focus efforts on learning rather than random changes and make results easier to interpret afterward.
Identify the fundamental factors that directly cause business expansion, concentrating resources on activities that generate measurable results.
Log emails, calls, and meetings automatically to understand what drives deals forward and coach reps based on actual behaviour rather than guesswork.
Focus your entire organisation on the single metric that best predicts success at your current growth stage, avoiding distraction and misalignment.
Track predictable monthly subscription revenue to monitor short-term growth trends and make faster decisions than waiting for annual revenue reports.
Assign credit to marketing touchpoints that influence conversions to understand which channels work together and deserve budget in multi-touch journeys.
Identify and leverage limitations as forcing functions that drive creative problem-solving and strategic focus.
Attract prospects through valuable content that solves real problems, building trust and generating qualified leads who approach you.
Cultivate belief that skills and results improve through deliberate effort, treating setbacks as learning opportunities rather than fixed limitations.
Measure the percentage of customers who stop paying to identify retention problems and calculate the true cost of growth in subscription businesses.
Prioritise tasks systematically by sorting them into urgent-important quadrants, focusing effort on high-impact activities.