A CONNECTED LEARNING PATH / 18 GUIDES
Customer growth.
Follow a question, explore a worked example and choose one useful action. Read in order or start with the challenge in front of you.
Explore every topicBuild a customer acquisition baseline
Create a reproducible acquisition baseline with agreed journey events, reconciled counts and a focused next investigation.
Run a small channel experiment
Test one audience, message and offer with a clear effort limit, response definition and decision rule before expanding a channel.
Define a qualified enquiry before scoring leads
Agree observable enquiry criteria, preserve uncertain cases and test reviewer agreement before applying lead scores or automated rules.
Choose an activation milestone that reflects value
Define activation through a repeatable first useful result, distinguish assisted completion and observe the steps that prevent customers reaching it.
Read customer retention by cohort
Compare retention at the same customer age with clear cohort entry, meaningful activity and complete observation windows.
Conduct a useful cancellation interview
Understand cancellation through a respectful optional conversation, a clear event sequence and reasons that preserve the customer’s context.
Design a respectful win-back test
Plan a former-customer invitation around a verified relevant change, permitted contact and a useful return outcome beyond a temporary discount.
Create a referral request with useful context
Request relevant introductions after a real value moment with adaptable wording, transparent incentives and control over shared contact details.
Measure partnership-sourced demand carefully
Separate partner introductions, influenced opportunities and completed business with shared attribution definitions and a reconciliation process.
Connect useful content to a real enquiry journey
Give useful content a relevant optional next action and trace the path to enquiries without treating reading or downloads as purchase intent.
Set a follow-up cadence that respects the buyer
Plan follow-up around agreed decisions, useful information and clear stopping conditions rather than a sequence of repetitive reminders.
Test a landing page with one meaningful change
Choose one page hypothesis, preserve a comparable baseline and evaluate relevant completed actions with explicit test limits.
Choose the right denominator for conversion
Choose a conversion denominator that matches the event, people and observation window so every reported rate can be reconstructed.
Improve the sales-to-delivery handover
Preserve customer goals, agreed scope and unresolved assumptions when transferring work from sales to a delivery owner.
Understand a longer sales cycle
Analyse elapsed sales time through buyer decisions, waiting reasons and comparable cohorts before assuming a delayed opportunity is lost.
Define pipeline stages using observable events
Define sales stages through verifiable buyer events, clear exit rules and separate ownership so pipeline reports remain interpretable.
Make founder-led sales teach the organisation
Turn founder sales knowledge into teachable decisions, realistic practice and bounded authority without relying on scripts alone.
Separate customer expansion from a larger invoice
Evaluate account expansion through additional useful adoption, scope and support effort rather than invoice growth alone.