Key concepts and frameworks explained clearly. Quick reference when you need to understand a term, refresh your knowledge, or share with your team.
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Growth orchestration
Experimentation
Compare two versions of a page, email, or feature to determine which performs better using statistical methods that isolate the impact of specific changes.
Marketing funnel
B2B website foundations
Map the buyer journey from attention to action, crafting messages that guide prospects through each stage to conversion.
Growth infrastructure
How to choose your growth tools
Enable tools to exchange data programmatically so you can build custom integrations and automate processes that vendor-built integrations don't support.
Marketing funnel
B2B website foundations
Place critical information and calls-to-action in the visible area before scrolling to capture attention immediately when visitors land on pages.
Growth infrastructure
How to set up your CRM
Log emails, calls, and meetings automatically to understand what drives deals forward and coach reps based on actual behaviour rather than guesswork.
Growth orchestration
Compound growth
Track predictable yearly revenue from subscriptions to measure business scale and growth trajectory in B2B SaaS and recurring revenue models.
Growth infrastructure
How to implement tracking
Assign credit to marketing touchpoints that influence conversions to understand which channels work together and deserve budget in multi-touch journeys.
Sales pipeline
How to create sales collateral
Qualify leads systematically by assessing budget, authority, need, and timing to focus sales effort on high-potential opportunities.
Demand generation
Organic search
Earn links from other websites to your content to signal authority to search engines and improve rankings for target keywords over time.
Customer value
How to create sales collateral
Arm sales reps with competitive intelligence on one-page sheets covering competitor strengths, weaknesses, and effective counter-positioning for common objections.
Demand generation
Outreach automation
Track emails that fail delivery to maintain sender reputation and avoid being marked as spam by continuing to email invalid addresses that hurt deliverability.
Growth infrastructure
Personal productivity
Clear mental clutter by transferring all thoughts, tasks, and ideas onto paper or screen, creating space for focused work.
Growth orchestration
Strategic planning
Document your ideal customer's role, goals, and challenges to tailor messaging and prioritise features that solve real problems they actually pay for.
Marketing funnel
B2B website foundations
Craft clear, compelling prompts that drive specific user actions across platforms, from clicking through to converting.
Growth orchestration
Compound growth
Measure the percentage of customers who stop paying to identify retention problems and calculate the true cost of growth in subscription businesses.
Marketing funnel
Lead nurture sequences
Measure what percentage of email recipients click links to assess content relevance and call-to-action effectiveness beyond whether people merely opened messages.
Demand generation
Paid advertising
Measure engagement quality by tracking the percentage of people who click after seeing your content or advertisement.
Sales pipeline
How to design your sales process
Use specific tactics that ask for the sale and overcome final hesitation to convert qualified prospects who need a clear signal that it's time to commit.
Growth orchestration
Compound growth
Group customers by acquisition period to compare behaviour patterns and identify which acquisition channels and time periods produce the best long-term value.
Demand generation
Outreach automation
Reach prospects who don't know you by sending personalised outreach that offers value and starts conversations rather than pitching products immediately.
Growth orchestration
Strategic planning
Identify what you do better or differently that competitors can't easily copy to defend margins and win customers consistently over time.
Growth orchestration
Compound growth
Calculate your true growth trajectory by measuring the rate at which your business grows when gains build on previous gains over multiple periods.
Growth orchestration
Compound growth
Identify and leverage limitations as forcing functions that drive creative problem-solving and strategic focus.
Growth infrastructure
How to set up your CRM
Organise customer and prospect information to track relationships, communication history, and next steps without losing context or duplicating effort.
Marketing funnel
LinkedIn thought leadership
Plan content publication in advance to maintain consistency, balance topics, and coordinate promotion rather than scrambling to create content reactively.
Demand generation
Organic search
Create comprehensive hub pages on core topics that link to related subtopic content to establish topical authority and improve rankings across topic clusters.
Sales pipeline
Lead capture system
Offer specific downloadable resources related to blog content to convert readers into leads by providing deeper value on topics they're already interested in.
Growth orchestration
Experimentation
Maintain an unchanged version in experiments to isolate the impact of your changes and prove causation rather than correlation with external factors.
Growth orchestration
Performance tracking
Calculate the percentage of visitors who complete desired actions to identify friction points and measure the effectiveness of marketing and product changes.
Growth infrastructure
How to implement tracking
Measure which marketing activities drive desired outcomes to allocate budget toward channels that actually generate revenue instead of vanity metrics.
Growth infrastructure
How to implement tracking
Store information in browsers to track user behaviour across visits and enable personalised experiences without requiring login for every interaction.
Demand generation
Paid advertising
Calculate what you pay each time someone clicks your ad to evaluate channel efficiency and determine if paid traffic costs justify the leads generated.
Demand generation
Paid advertising
Master the economics of customer acquisition by tracking what you pay for each meaningful action across channels.
Growth orchestration
Compound growth
Calculate the total cost of winning a new customer to evaluate marketing efficiency and ensure sustainable unit economics across all channels.
Growth infrastructure
How to choose your growth tools
Unify customer data from every touchpoint to create complete profiles that power personalised experiences across marketing, sales, and product.
Marketing funnel
B2B website foundations
Map every touchpoint from initial awareness to repeat purchase, creating seamless experiences that guide prospects toward conversion.
Customer value
How to retain customers and reduce churn
Survey customers about satisfaction with specific interactions or products to catch problems early and identify what drives positive experiences worth replicating.
Customer value
How to retain customers and reduce churn
Proactively help customers achieve desired outcomes to drive retention and expansion by ensuring they extract maximum value from your solution.
Growth infrastructure
How to choose your growth tools
Store raw data from all business systems in one place to run analyses and build reports that combine information across marketing, sales, and product.
Growth infrastructure
How to set up your CRM
Define pipeline progression steps to standardise how reps advance opportunities and give managers visibility into where deals stall or convert unexpectedly.
Growth infrastructure
Personal productivity
Block extended time for cognitively demanding tasks requiring sustained focus, maximising valuable output whilst minimising shallow distractions.
Sales pipeline
How to design your sales process
Conduct exploratory conversations to understand prospect situations and qualify fit before investing time in demos or proposals that might waste both parties' time.
Demand generation
Organic search
Build cumulative site-wide ranking power through quality backlinks and strong content so new pages rank faster than competitors starting from scratch.
Demand generation
Outreach automation
Maintain a positive sending history to ensure emails reach inboxes rather than spam folders by following best practices and monitoring feedback signals.
Growth infrastructure
How to set up marketing automation
Send a series of scheduled emails that educate prospects over time to stay top-of-mind without overwhelming them with aggressive sales pitches.
Growth infrastructure
Personal productivity
Prioritise tasks systematically by sorting them into urgent-important quadrants, focusing effort on high-impact activities.
Demand generation
Outreach automation
Ensure emails reach inboxes rather than spam folders by maintaining sender reputation, authenticating properly, and following anti-spam best practices consistently.
Marketing funnel
Lead nurture sequences
Track what percentage of recipients open emails to evaluate subject line effectiveness and list engagement rather than sending to unengaged subscribers who hurt deliverability.
Growth infrastructure
How to set up marketing automation
Automate multi-touch email campaigns that adapt based on recipient behaviour to nurture leads consistently without manual follow-up from reps or marketers.
Demand generation
LinkedIn thought leadership
Measure likes, comments, and shares to evaluate content resonance and algorithmic distribution on social platforms that reward interactions with reach.
Demand generation
LinkedIn thought leadership
Measure the percentage of visits where users actively engage, filtering out passive bounces to assess true content quality.
Growth infrastructure
How to implement tracking
Capture specific user actions in your product or website to understand behaviour patterns and measure whether changes improve outcomes or create friction.
Growth infrastructure
How to implement tracking
Credit the channel that introduced prospects to your brand to measure awareness efforts and understand which top-of-funnel activities start customer journeys.
Growth orchestration
Compound growth
Build distribution through your personal brand and network where your expertise and story attract customers who trust you before your company.
Sales pipeline
Lead capture system
Require email addresses in exchange for valuable content to generate leads whilst ensuring the asset provides enough value to justify the friction.
Growth orchestration
Strategic planning
Plan how you'll reach customers and generate revenue by choosing channels, pricing, and sales models that match your product and market reality.
Growth orchestration
Compound growth
Identify the fundamental factors that directly cause business expansion, concentrating resources on activities that generate measurable results.
Growth orchestration
Compound growth
Build self-reinforcing systems across demand generation, funnel conversion, sales pipeline, and customer value that create continuous momentum.
Growth orchestration
Experimentation
Deploy fast, low-cost experiments to discover scalable acquisition and retention tactics, learning through iteration rather than big bets.
Growth orchestration
Compound growth
Focus resources on high-impact business mechanisms where small improvements generate disproportionate results across the entire customer journey.
Growth orchestration
Strategic planning
Apply disciplined experimentation across the entire customer lifecycle, optimising every stage through rapid testing and data-driven iteration.
Growth orchestration
Compound growth
Cultivate belief that skills and results improve through deliberate effort, treating setbacks as learning opportunities rather than fixed limitations.
Growth orchestration
Compound growth
Diagnose and break through stagnation by identifying which business mechanisms have reached capacity and require new approaches.
Customer value
How to retain customers and reduce churn
Combine usage, engagement, and satisfaction signals into one metric that predicts churn risk so customer success teams prioritise accounts needing intervention.
Marketing funnel
B2B website foundations
Visualise user behaviour through colour-coded overlays showing clicks, scrolls, and mouse movement, exposing hidden friction points.
Marketing funnel
B2B website foundations
Design the prominent first section of pages to communicate value immediately and guide visitors toward conversion without requiring them to scroll or search.
Growth orchestration
Experimentation
Structure experiments around clear predictions to focus efforts on learning rather than random changes and make results easier to interpret afterward.
Growth orchestration
Strategic planning
Attract prospects through valuable content that solves real problems, building trust and generating qualified leads who approach you.
Demand generation
Personal productivity
Process email to empty daily by deciding whether to act, defer, delegate, or delete each message rather than leaving unread items as false to-do lists.
Growth infrastructure
How to choose your growth tools
Connect tools so data flows automatically between systems to eliminate manual entry, keep records current, and enable sophisticated workflows across platforms.
Demand generation
Organic search
Connect related pages through contextual links to help search engines understand site structure and spread authority whilst improving user navigation.
Marketing funnel
Customer research
Understand the underlying progress customers try to make by hiring products to uncover motivations that drive purchases beyond surface-level features.
Growth orchestration
Performance tracking
Select metrics that reveal whether you're achieving strategic goals to track progress and identify problems before they become expensive to fix.
Demand generation
Organic search
Identify search terms your customers use to create content that ranks organically and bid on paid terms that drive qualified traffic at profitable costs.
Demand generation
Paid advertising
Create focused standalone pages for paid campaigns that remove distractions and guide visitors toward one specific action to improve conversion rates.
Growth infrastructure
How to implement tracking
Assign full conversion credit to the final touchpoint before purchase to identify which channels close deals but miss earlier influences that started journeys.
Sales pipeline
How to create sales collateral
Identify individuals who've shown initial interest in your offering, separating them from cold prospects for targeted nurture.
Growth orchestration
Performance tracking
Measure the month-over-month growth in qualified leads to predict future revenue and catch pipeline problems before they impact revenue three months later.
Customer value
How to retain customers and reduce churn
Calculate the total revenue a customer relationship generates over its entire duration to guide acquisition spending and retention priorities.
Marketing funnel
Lead nurture sequences
Regularly remove inactive and invalid email addresses to maintain deliverability and focus effort on engaged subscribers who actually read your content.
Sales pipeline
How to create sales collateral
Flag leads who meet defined engagement or fit criteria, creating a qualified handoff between marketing and sales for efficient follow-up.
Demand generation
Personal productivity
Protect long uninterrupted blocks for deep work that requires concentration by clustering meetings and separating them from creative and analytical time.
Marketing funnel
Lead nurture sequences
Execute personalised, multi-touch campaigns at scale through software that triggers messages based on prospect behaviour and characteristics.
Growth infrastructure
How to choose your growth tools
Organise the tools that capture leads, nurture prospects, and measure performance to automate repetitive work and connect customer data across systems.
Growth orchestration
Experimentation
Design experiments that answer specific questions with minimum time and resources to maximise learning velocity without over-investing in unproven ideas.
Marketing funnel
B2B website foundations
Ensure websites display and function properly on all devices to avoid losing mobile traffic that bounces from broken layouts or tiny unclickable buttons.
Growth orchestration
Performance tracking
Track predictable monthly subscription revenue to monitor short-term growth trends and make faster decisions than waiting for annual revenue reports.
Growth infrastructure
How to implement tracking
Distribute conversion credit across multiple touchpoints to recognise that customer journeys involve many interactions and channels working together.
Customer value
How to retain customers and reduce churn
Measure customer loyalty by asking how likely they'd recommend you to gauge satisfaction and identify promoters who drive referrals versus detractors risking churn.
Growth orchestration
Compound growth
Track revenue growth from existing customers through expansion and contraction to prove your product delivers increasing value over time.
Growth orchestration
Performance tracking
Choose one metric that best predicts long-term success to align your entire team on what matters and avoid conflicting priorities that dilute focus.
Growth orchestration
Compound growth
Focus your entire organisation on the single metric that best predicts success at your current growth stage, avoiding distraction and misalignment.
Sales pipeline
How to design your sales process
Prepare responses to common purchase concerns to address doubts confidently and move deals forward rather than being surprised by predictable pushback.
Growth orchestration
Performance tracking
Set ambitious goals and measurable outcomes that cascade through your organisation, creating alignment and accountability for strategic priorities.
Marketing funnel
B2B website foundations
Structure your pricing, deliverables, and guarantee into a compelling proposition that makes buying decisions easier and more confident.
Demand generation
Organic search
Optimise individual pages for target keywords by improving titles, headings, content, and internal links to help search engines understand topic relevance.
Customer value
How to create sales collateral
Create single-page summaries of solutions or case studies that busy decision-makers can quickly scan to understand value without reading long documents.
Growth orchestration
Experimentation
Interpret experiment results to understand the probability that observed differences occurred by chance rather than because your changes actually work.
Marketing funnel
B2B website foundations
Optimise how quickly pages load to reduce bounce rates and improve rankings since slow sites frustrate users and get penalised by search algorithms.
Demand generation
Paid advertising
Capture high-intent prospects actively searching for solutions by bidding on relevant keywords and appearing in search engine results.
