A Primer on Accelerated Growth Marketing. Is it Right For Your Business? Core Tenets of Success and How To Prepare Your Business to Accelerate Growth.

1. Accelerated Growth Marketing
A Primer on the Strategy of Rapid Growth
March 2018
presented by TBG Marketing

2. IS GROWTH STRATEGY RIGHT FOR YOUR BUSINESS?
• HOW IS GROWTH STRATEGY DIFFERENT?
– WHAT IS GROWTH STRATEGY?
– CORE TENETS OF SUCCESS
– ROLE OF SALES
– ROLE OF MARKETING
– ROLE OF ORGANIZATION
– EXECUTIVE LEADERSHIP
March 23, 2018 2presented by TBG Marketing

3. HOW IS GROWTH STRATEGY DIFFERENT?
• Growth Strategy is about accelerating growth at a
factor of 2x or more in a vertical market
– Typical business strategy aligns to existing market
conditions and earning a measured share in verticals
– Typical business strategy focuses more on mining profits
and methodical growth
• Growth Strategy focuses on revenues, cash flow
and customers
– Growth Strategy is an aggressive market posture to
rapidly gain share and catch competitors off their feet
March 23, 2018 3presented by TBG Marketing

4. What is Growth Strategy?
• Growth Strategy is about accelerating growth at a factor of
2x or more in a vertical market
• Growth Strategy is about winning and keeping customers
and amassing large market gains
• Growth Strategy is a change in organizational culture that
requires all functions to support aggressive growth
• Growth Strategy is not just new customers, but harvesting
more revenues and profits from existing customers
• There are several strategies that may work but these are
the most common:
– First Mover Advantage with New Products or Services
– Targeted Markets with Weak Competitors
– Aggressive Pricing to Gain Market Share
March 23, 2018 4presented by TBG Marketing

5. Core Tenets of Success
• Three basic business activities: Lift, Shift, Retain
– Lift is the process of improving the value of existing customers
– Shift is the process of acquiring customers in market
– Retain is the process of maintaining customers as active
• Growth Strategy puts Sales in the Lead and all other
functions roll to a support role in the business
– Marketing identifies and qualifies leads to shorten the sales cycle
– Finance identifies optimal profit goals, maintains flexible pricing
– Operations manages the existing customer base with marketing
to ensure satisfaction and growth and stemming attrition
– Executive builds a culture of winning customers, develops
compensation that rewards the entire organization and offers
personal authority to sales to close significant deals
March 23, 2018 5presented by TBG Marketing

6. Role of Sales
• Successfully Accelerating Growth requires a strong sales force
with the following characteristics:
– Motivated financially – sales people not motivated to maximize their
earning potential will not perform to their potential: uncap commissions
– Intelligent collaborative leaders –sales constructs alliances within the
business to provide SME consults and overcome obstacles to the close
– Pipeline management – sales MUST communicate realistic status of
opportunities so that the organization can accept customers faster
– Pipeline valuation is developed and accepted by sales, marketing and
finance to assign value based on position in the sales cycle
– Speed is Key – opportunities open often briefly and sales needs to
move through the cycle rapidly to get to close
– Vertical Knowledge –the more knowledge, experience, and connections
sales have in verticals, the higher likelihood of achieving growth goals
– Sales leadership focuses on quarterly goals progress toward company
and representative goals progress in unison
March 23, 2018 6presented by TBG Marketing

7. Role of Marketing
• Accelerated Growth requires the identification and acquisition
of highly qualified leads by marketing
– Qualified lead ASKS for contact; Committed lead accepts an offer
– Marketing uses automation, content and forms to sift through
Suspects and Prospects to get Leads
– Marketing aids in retaining existing customers through cross-sell and
up-sell and manages the customer base
– Marketing mines customers for testimonials and “Advocates” who
bring more qualified customers into the funnel
– Marketing provides highly personalized materials and intelligence
gathering on high value customer targets to facilitate entry strategy
– Marketing develops and maintains the sales pipeline process and a
view of all customers in vertical markets to be contacted
– Marketing and Finance assess the financial value of every single
customer in the sales funnel to prioritize efforts on best opportunities
March 23, 2018 7presented by TBG Marketing

8. Role of the Organization
• Culture of Winning and Keeping Customers
– There are no bad customers, only unprofitable ones.
The organization must manage attrition through
strategic negotiations, promotional offerings and
extended agreements
– Finance primes the pump on pricing for being aggressive
on long-term deals to ensure positive short term cash
flow and long-term profitability
– No Dissention – Accelerated Growth MUST include every
function of the business. Any component of the
business that is marginalized or disenfranchised can
derail the culture, introduce infighting and distract the
business from it’s stated goals
March 23, 2018 8presented by TBG Marketing

9. Role of the Executive
• Executives create the culture of customer winning by
establishing one of mutual respect, collaboration and
beneficial compensation linked to accelerated growth
• Executive leadership enables sales to lead the business
forward with guidelines and targets on revenues and profits
• Executive leadership lends personal reputation on key
strategic accounts to overcome obstacles
• Executive leadership weeds out dissention in the
organization to enable fast running business
• Executive leadership ensures the business is properly
funded and armed with tools and resources to engage
Accelerated Growth opportunities
March 23, 2018 9presented by TBG Marketing

10. SUMMARY: ACCELERATED GROWTH
• Accelerated Growth is a business strategy requiring:
– Executive leadership – lead the culture and enable growth
– Strong company culture – customer winning
– Profitable enterprise – profits are needed to fuel growth
– Viable markets – lucrative opportunities
– Profitable niche – something to seize and own
– Focus on winning customers – Lift, Shift, Retain
– Sales Leadership – collaborative work across functions
• Poor execution of Accelerated Growth Strategy could
result in higher customer turnover and a lower profit
pool if the business fails to maintain or increase service
levels to existing and new customers
March 23, 2018 10presented by TBG Marketing

11. ACCELERATE GROWTH
Contact TBG Marketing | 888.358.9344 | https://tbgmarketing.com
March 23, 2018 presented by TBG Marketing 11
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