Growth
You set a bigger growth target. Can Marketing produce the pipeline?
When the number goes up, more of the same Marketing rarely gets you there. I help you find the new channels, markets and experiments that turn an ambitious target into pipeline you can actually hit.
Marketing Readiness Diagnostic
Is your Marketing built to grow faster, or just to keep going?
You want to grow faster, and Marketing has to produce a lot more pipeline than it does today. The real question is where it comes from. More budget in the same channels rarely doubles the result. The diagnostic evaluates the five capabilities that decide whether your Marketing can add channels, markets and experiments fast enough to hit a bigger number.
Readiness level
Developing
3 priority moves identified.
- A Plan for Where Growth Comes From71%
- Channels That Can Scale Up58%
- Experiments That Find What Works42%
Illustrative preview — your brief is personalized.
Why more of the same won't get you there
Four reasons faster growth needs a different plan
of industries saw their paid search cost-per-click rise last year
Pushing more budget through the channel that already works mostly buys the same clicks at a higher price. Standing still on channels gets more expensive every year.
WordStream Google Ads Benchmarks
channels B2B buyers now use across a single buying journey
Up from five in 2016. Your buyers have already moved into new channels. Growth comes from meeting them there, not from doubling down on the one or two you started with.
McKinsey B2B Pulse
of B2B companies selling across seven or more channels grew market share
The companies adding channels are the ones taking share. More pipeline follows from widening where you show up, not from spending more in one place.
McKinsey
of marketing experiments produce a clear winner
Across 127,000 tests, only about one in eight moved the metric enough to win. New channels and offers are found by testing a lot of them, fast, and cutting the ones that don't pay off.
Optimizely
What I evaluate
The five capabilities that decide whether Marketing can grow faster
Faster growth isn't about working the current plan harder. It's about finding new demand and turning it into pipeline. These five decide whether your Marketing can do that, or whether a bigger budget just buys more of the same result.
A Plan for Where Growth Comes From
Marketing, Sales and Leadership agree on which channels, segments and markets will carry the bigger number, so effort isn't spread thin across all of them at once.
Channels That Can Scale Up
You can add and grow acquisition channels beyond the one or two that got you here, before they hit their ceiling.
Reaching New Segments and Markets
Positioning and demand can be adapted to buyers who don't think like your first customers, so expansion actually lands.
Experiments That Find What Works
Marketing runs enough tests, fast enough, to find the few that pay off, instead of betting the budget on a couple of guesses.
A Funnel That Converts the Extra Demand
More demand at the top turns into pipeline instead of leaking, so higher volume actually reaches Sales.
Curious where your Marketing stands?
Take the Marketing Readiness Diagnostic and get a personalized Executive Brief in about 3 minutes.
How I help
How I help you turn a bigger target into pipeline
The work that closes the gaps the diagnostic surfaces. Faster growth means adding the right channels, markets and experiments, not just spending more on the current ones.
I help you find where the next stage of pipeline comes from, so a bigger target has a real plan behind it.
— Michaela Munitzk
Where Growth Comes From Next
Decide which channels, segments and markets will carry the bigger number before you put budget behind them.
New Acquisition Channels
Add and stand up channels beyond the one or two you rely on today, so growth isn't capped by a single source.
Positioning for New Segments
Adapt your message so a new market or segment doesn't ride on the pitch that won the last one.
A Faster Experiment Engine
Run more tests, faster, and put more behind the ones that work, so growth keeps finding new sources.
Marketing & Sales on One Growth Plan
Get both teams behind the same priorities and handoffs, so more demand turns into pipeline instead of friction.
Scaling the Team to Grow
Add the people and skills the bigger plan needs, around the work that actually produces pipeline.
Ready to grow faster than last year?
Let's find where the next pipeline comes from and what it takes to produce it.
FAQ
Questions I get asked about growing faster
The ones that come up most when the target goes up and Marketing has to produce a lot more pipeline.
We just need more leads. Isn't this only a budget question?
More budget helps until the channel it's going into runs out of room. Past a point, the same channel returns less for every extra euro, so doubling spend rarely doubles pipeline.
Faster growth usually comes from adding sources of demand, new channels, segments or markets, and from running enough experiments to find the next one that works. Budget matters, but where you point it matters more.
Which new channels should we add first?
It depends on where your buyers already are and which channels can realistically scale for your motion, not on what worked for someone else. The point is to add ones that can carry real volume, not a long list of small ones.
I usually start from the target and work back: how much pipeline you need, which channels could produce it at that scale, and which to test first. Two channels that can grow beat seven that can't.
We want to expand into a new market. What usually goes wrong?
The most common mistake is copying the plan that won the first market. A new segment or geography has different buyers, different alternatives and a different reason to care, so the message and channels don't transfer cleanly.
It underperforms, and because the plan looked proven, the instinct is to blame execution. Usually the fix sits earlier: treat the new market as its own thing, with its own buyers and positioning, before you fund it.
How much of this is experimentation, and how fast should it pay off?
A fair amount. Most marketing tests don't win, so growth through experimentation is really about running enough of them, quickly, to find the few that do. A single big bet is riskier than a steady stream of smaller ones.
What matters is the rhythm: test, read the result honestly, and put more behind what works. Teams that grow fast aren't luckier, they just take more shots and cut the losers sooner.
Do we need to hire, or can we grow with the team we have?
Both, in that order. First get clear on where the growth comes from, then staff around it. Hiring into an unclear plan tends to add cost faster than pipeline.
Once the plan is clear, the gaps are usually specific: a channel you don't run yet, or the capacity to run more experiments. That's easier to resource for than a vague sense that you need more marketing.