Compounding Growth.

Make growth efficient and durable: compounding ARR, a real ICP, the expansion motion, and crawl-walk-run discipline.

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01 · Compounding Growth02 · Efficient Growth & a Real ICP03 · The Expansion Motion04 · Crawl, Walk, Run + Fail Fast
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  • →The bow tie re-widens after the close: net-new and expansion don’t add, they multiply (at a B2B SaaS company: 68% expansion contribution, 52→22-day velocity, $1,100→$1,700 ASP).
  • →Demand Creation feeds Capture; Capture monetizes Creation. Run them as one motion, not two budgets.
  • →Multiple engines fire at once for coverage, resilience, and reinforcement — each motion raises the ROI of the others.
  • →Compounding shows up as efficiency: as durable programs mature, the same spend does more (CPMQA $325→$145, CPO $675→$250).
  • →You only compound what you can see — leading indicators + a weekly pacing tracker.
  • →It compounds across channels, too. A strong YouTube presence lifts your organic and search; add a strong social presence on top and it compounds the traffic and audience seeing your content — more traffic and more leads with no added spend. It’s simply how content gets distributed and reused.
The bow tie funnel
CLOSENET NEWEXPANSIONAWARE → INTENT → CLOSEADOPT → EXPAND → ADVOCATE
Channel compounding
YouTube→+ Organic & search→+ Social→More traffic & leads, no added spend
  • →ICP, but real — not just firmographics. Pain points, buying triggers, cycle stage; refreshed as markets shift.
  • →The test: would every AE and CSM describe the ICP the same way?
  • →Efficiency is a discipline, not a cut — know when to fix a single conversion point vs. add budget.
  • →Decisiveness: when an experiment isn’t delivering, shut it down and recover the budget.
  • →Focus the engine on the segments that compound, not vanity volume.
Efficiency, not just spend (B2B SaaS)
Cost per MQA$325→$145
Cost per opportunity$675→$250
  • →The bow tie in practice: run demand creation and capture into the customer base with the same rigor as net-new.
  • →Own a number: marketing drove 68% of expansion revenue contribution at a B2B SaaS company.
  • →Build the motion with CS, not around them — they own the relationship; marketing arms the moment.
  • →Propensity scoring works on customers too: which accounts are ready for which expansion play, and when.
  • →Net-new and expansion compound — 55% higher expansion ASP and 30-day-faster deals multiply with new business growth.
Expansion results (B2B SaaS)
Expansion deal velocity52 days→22 days
Expansion ASP$1,100→$1,700
  • →Crawl — a standardized pilot with clear success metrics and tight iteration.
  • →Walk — agile, cross-functional experimentation.
  • →Run — the default operating model: rapid cycles, continuous improvement.
  • →MVL (Minimum Viable Launch) mindset: value to market over perfection.
  • →Post-mortems + a shared experiment repository so the team never re-tests what it has already learned. Fail fast, learn, move on.
Crawl → Walk → Run
Crawl→Walk→Run
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