Sustainable Velocity

Faster and more insightful

Building velocity into insight

Sustainable Velocity is about agility and optimization

Once you have alignment on the go-to-market strategy, it’s time to build out velocity in your process; go faster.  And, develop measurement and optimization strategies to extract market insights.



Set your key performance indicators

get it down to 4-5 that drive revenue

While working with different clients on how to improve their market strategies, one of the biggest red flags we see is a company having 30 or 50 things that they consider to be “key measurables.” On paper, this may seem like attention to detail. In reality, however, this is more likely a sign that they don’t know what to focus on. In other words, they don’t know how to meaningfully measure their business so they just measure everything. Ideally, you want to get yourself down to around 4 or 5 key KPIs in order to track your progress towards business goals. But where do you start?

Start by focusing on these three performance indicators:

  • Measuring what drives your revenue
  • Looking at the customer journey when deciding what to focus on
  • Using internal collaboration between, sales, finance, and marketing for testing and strategy

test, test, test

optimization builds market insights

make time to test everything

Testing and optimization is the business process that seems to always get left behind. It’s not that organizations don’t see the value most of the time. It’s a matter of priority.  If you make the time, the yield will be worth it.

But how do you build out a testing plan to drive market insights?  The biggest mistake most organizations make in their testing plan; they only test what they can.  They test email subject lines and maybe some copy.  This type of testing will yield tactical improvements, which are excellent.  But, that’s not driving marketing insights.

To build an optimization strategy to drive market insights, start with what you want to know, and then figure out how to test it.  For example, build hypotheses about customer buying behavior or an institutional “belief” that may or may not be accurate.  Then determine how to test it.  It’s not easy, and it will be uncomfortable.  If you embrace the process, the yield will be game-changing.


Don't Let The Bozos Grind You Down

Guy Kawasaki

Four components to unleashing growth potential

Strategic Alignment

Is Sales and Marketing working together to get more than your fair share of the market?

Sustainable Velocity

Is your growth engine running fast enough?  And is it driving insight back into the plan?

Customer Technology

Is your technology an enabler or is it getting in the way?  Is it always the limiting factor?

Organizational Agility

Do we have the right resources and talent deployed in the most efficient way?

Have One of Our Advisors Help You Achieve Your Growth Goals

it starts with a conversation

With a 15 minute conversation we can help you determine where your growth is stalled.  Have One of Our Advisors Help You Achieve Your Growth Goals