Growth is complicated.
There are so many levers to pull that sometimes it can feel overwhelming.
Which one do we pull first vs simultaneously?
How many resources, bandwith + time should we invest in one lever vs another before doubling down vs moving on to the next one?
The goal isn't the goal.
The goal is the outcome of your commitment to the process itself aka "The Score Takes Care of Itself" by Bill Walsh.
Calibrate strategy development / planning / goal setting vs running growth experiments to build short-term performance data to do more of what's working, less of what isn't which will compound over time.
Thinking is good, doing is great.
Invest in your feedback loops so that your process can quickly measure what matters, adjust + do it again. Optimize for your north star, sales cycle velocity, vs lagging indicators.
Be purposeful about your Demand Generation campaigns by documenting the projected impact on your pipeline before you execute.
Give each campaign just enough time to produce but definitely not too much time before moving on to the next one.
When it comes to digital platforms, don't fall into the mile wide, inch deep trap.
Pick one, get it right. Raise your floor by narrowing your focus first, getting your platform specific process right + diversifying later.
Invest in the hard and super human work required to drive genuine collaboration between Sales + Demand Generation teams.
Not the "have meetings about meetings" kind. The "let's stress test the incentives of the Sales + Marketing teams to ensure alignment + we're encouraging the behavior we really want to see" kind.
Do more of what's working, less of what isn't + have faith in the process.
January 6, 2021 (Tweet Link)