Focus on Impact Not Output
For most B2B companies the growth strategy is simply more output: More ad spend, marketing tactics, headcount, emails, outreach, leads, and sales activities to drive growth.
Companies might get to $5m or $10m in ARR by “hacking” their way to growth. But as the company tries to scale they’re actually scaling shortcuts that fail.
Leadership starts grasping for answers looking at marketing as the source of their troubles.
Everyone starts looking for better ads, more content, new headlines, updated positioning, revamped landing pages, and constant A/B tests.
Your problem isn’t marketing—at least it’s not the source of your troubles. It’s that you’re unsure how to prioritize based on impact.
Impact doesn’t start with more marketing execution, more tactics, and more activities. It starts with identifying the biggest challenge or area of opportunity based on your unique set of of circumstances, channels, buyers, and product.