Do you have to tackle growth marketing on top of your many product marketing responsibilities? Don’t fear it. Here’s a practical growth playbook to let you crush it!

A simple tool to ramp up sales teams faster and win better!

The product marketer is responsible for the success of the revenue engine among other things. This is probably the most ambiguous part of a product marketer’s work life. So, what is a revenue engine? And how can you build one to ensure success?

As part of #Ship30for30 (August 2021 cohort), I wrote atomic essays (each ~250 words) for every day spanning 30 days! My essays were mostly around growing value, products, and customers in B2B markets. With a nice sprinkling of my experience and topics from climate tech.

Every company comes across tipping points that dictate its place in business history forever. A reasonable mix of paranoia and smart risks are the prerequisites to survive. A Danish company offers a timely case study on breaking away from corporate inertia, while also pausing us to self-reflect on our actions or lack thereof.

Imagine you can pass the challenge of growing your business to your most ardent customers. What would that look like in reality?

Entering an adjacent market is more than a simple transfer of competencies. The sooner you accept this, the faster you find the right adjacent market that values what you offer.

The cost of assets is one reason potential customers stay away from participating in certain markets. Rethinking asset ownership or access to assets can bring in a whole new set of customers sidelined for a variety of reasons.

How do you decide on the ‘right’ growth initiatives to chase? Growth initiatives in companies usually show up as an unrelated mess of efforts to serve multiple agendas promoted by different stakeholders. Learn about a straightforward growth philosophy that helps you come out on top no matter the timeline. A philosophy that helps you select the ‘right’ growth initiatives.

There are always lingering structural and business inefficiencies in any market. Look out for them since they can open a whole new world of opportunities for your business and offer the next step-change in growth.

Companies sometimes risk over-optimizing their operations around a single metric hoping to drive growth. Invariably, they create a situation where they reward behavior and outcomes that go against the best interests and long-term strategy of the company.

Discover a cross-functional growth exercise to supercharge your business even in gloomy times. The insights from this exercise can make your organization much more resourceful and nimbler to take control of the eventual good times.

One of the best ways to grow your customer base is to engage in a process of customer selection before crafting your customer growth or acquisition strategy. This simple step can focus your growth strategies overnight to generate better, predictable results.

Leaders often drink from a firehose of data points fed to them from different teams. It’s worth thinking about how many of these data points lead to “sound” decisions.

Avoiding risk shouldn't be the default mode of a company. Trying to understand risk would be a better default. Don't let risk strangle your evolution. Better yet, make risk work for you!

We sometimes ignore an entire set of downsides while launching me-too products. They have hidden costs. They can easily erode value in the markets you play. Any immediate benefit from launching me-too products doesn’t last long.

What would you do to capitalize on a sudden boom in business? Do you have measures in place to turn that sudden boom into sustainable growth for the long term?

Netflix fights for a share of your viewing habits. Spotify is in the chase for a share of your listening habits. This ‘share philosophy’ offers a roadmap on how each company plans to carve the future to fit its worldview.

Get creative with injecting the scarcity factor into some element of your business model. You just might uncover a whole new way of dominating your market or competitive arena.

“Every person, organization, and even society reaches a point at which they owe it to themselves to hit refresh – to reenergize, renew, reframe, and rethink their purpose.” – Satya Nadella, CEO of Microsoft