Growth is NOT marketing. For most B2B companies the growth strategy looks something like this: Push our message to our target market (marketing), fill sales pipeline (sales), and track results (alignment).
We’ve been there. You add sales to drive growth—and then you add marketing on top to drive even more.
B2B companies can demonstrate the ability to 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.
Now the increases in ad spend, marketing tactics, marketing headcount, and sales activities continually drive linear growth.
Leadership starts grasping for answers looking at marketing as the source of their troubles.
They start looking for better ads, more content, new headlines, updated positioning, revamped landing pages, and constant A/B tests.
These are symptoms of a growth engine that’s not sustainable or scalable.
Here’s the bottomline:
Growth ≠ Marketing
Marketing = Marketing Growth = How the company wins
Your problem isn’t marketing—at least it’s not the source of your troubles. It’s that the leadership team hasn’t fully aligned on what growth actually looks like. No one has answered the fundamental question “How does our company grow in a sustainable way”.
Without this your marketing team can never work on the most impactful areas of growth based on your unique set of circumstances, market, and product.