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Growth is rooted in data. It’s about running activities that are measurable, trackable, and tied directly to user behavior and business outcomes (not vanity metrics like impressions and clicks). Before doing anything in Growth Method, teams are required to set a growth goal. Teams use different terminology but this is your primary metric, North Star Metric (NSM), the One Metric That Matters (OMTM). Clearly defining this goal is the single most important job for the management and/or leadership team. Until every team member is tied to the same outcome, you’ll keep getting individual wins that do not result in team wins.

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Goal best practises

Keep in mind the following when defining your team goal:
  1. The goal is to unify everyone around one business outcome at any one time. For B2B customers this is typically something like meeting requests, MQLs, demo requests or new trials.
  2. It should be measurable. We’ll require connectivity to your source of truth for this metric (GA4, PostHog, Salesforce, HubSpot etc) and will track it daily.
  3. Once set, all campaigns must be aligned with achieving this goal and all team reporting is centered around this goal.

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Why we use averages, not absolute targets

An annual goal like “3,600 qualified leads this year” is an outcome, it tells you where you want to end up but says nothing about the system that gets you there. You could hit it through one viral moment and 11 mediocre months. That’s luck, not an engine. A monthly average like “300 qualified leads per month” is a throughput metric. It describes the capacity of the machine you’re building. When you miss it, you know immediately. When you hit it consistently, you have genuine confidence the engine works (and you can start asking “how do we get to 350?”). We believe this framing pulls teams towards building reliable, compounding channels rather than chasing big bets, and it pairs perfectly with a tight campaign cycle where you’re learning and iterating every month.

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Example goals

  • Increase demo requests from an average of 100/mo to 200/mo this year
  • Increase quote requests to 100 per month in the next 6 months
  • Increase trial starts from an average of 200/mo to 300/mo over the next 12 months
  • Increase MQLs from content from an average of 150/mo to 180/mo in the next 6 months
  • Increase organic traffic from an average of 15,000 sessions/mo to 25,000 sessions/mo

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Updating or changing your goal

Teams can have more than one goal, but only one goal can be active at a time. Typically goals change infrequently, and very rarely more than once every 6 months or once a year. If you add a new goal, this sets the previous active goal to ‘ended’ and the new goal because ‘active’.