Category Archives: Metrics

The Growth Puzzle – Your company is missing its forecasts

Is your B2B company missing its forecasts? Is that derailing strategic planning, board meetings and fundraising? My colleague, Philippe Bouissou, applied his 4 alignment axis model to the question of forecast accuracy, marketing attribution and the role of revops. His answer is misunderstanding of revops, false specificity in attribution and misalignment. The misalignment is betweenContinue reading “The Growth Puzzle – Your company is missing its forecasts”

Marketing Qualified Leads are Worse than Meaningless

If you’re a sales, marketing, or revenue leader, marketing qualified leads (MQLs) are stymying your growth. When running a go-to-market function, many teams break the client journey into three pieces: Marketing retrieves information on people in the market and pursues them, classifying these leads as MQLs if they engage. When an MQL exhibits some characteristics,Continue reading “Marketing Qualified Leads are Worse than Meaningless”

5 Signals of Optimized Growth Potential…That Light Up Your Team

If your company is only measuring growth in ARR, it isn’t effectively measuring its growth. Revenue growth is the cornerstone of business success. Your revenue growth rate is your momentum, powering your perception in the market, including your ability to raise money and attract employees. If your growth is suboptimal, people and money are moreContinue reading “5 Signals of Optimized Growth Potential…That Light Up Your Team”

Top Four Reasons Revenue Leaders Fail to Achieve GTM Flow

While GTM Flow certainly sounds like a desirable state, achieving it may sound challenging. For the subscription businesses I help, the most common concerns are: “We don’t have time.” “We don’t have to fix our entire process. All we have to do is…” “We already understand our success based on [x] metric.” “Even if weContinue reading “Top Four Reasons Revenue Leaders Fail to Achieve GTM Flow”