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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 (and only one) business outcome at any one time
  2. For B2B customers this is typically something like meeting request, demo requests, new trials
  3. 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.
  4. Once set, all campaigns must be aligned with achieving this goal
  5. Once set, all team reporting is centered around this goal

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Example goals

  • Reach 50,000 email subscribers in the next 6 months
  • Average 50 demo requests per day by the end of the year
  • Achieve 100 trial signups per day within 12 months
  • Increase sales enquires via our website form to 150 new enquiries per quarter
  • Achieve 100 new quote request enquries per month from the website

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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’.