How to Build a Growth System

In this episode, Colin and Chris delve into the importance of workflows in B2B growth systems, discussing the challenges of documenting processes and the complexities of organisational culture. They explore how to identify friction points in workflows, the significance of as-is mapping, and the need for holistic optimisation of interconnections between processes. The conversation emphasises the necessity of understanding the real workings of an organisation to improve efficiency and effectiveness in growth strategies. In this conversation, Chris and Colin explore the complexities of integrating technology into organisational processes, emphasising the importance of aligning strategies with real-world execution. They discuss the risks of over-engineering solutions without proper understanding and the necessity of stakeholder buy-in for successful implementation. The dialogue highlights the significance of pilot programs, cultural resistance to change, and the strategic application of automation to enhance workflows while avoiding common pitfalls. 00:00 Understanding Workflows in Growth Systems05:12 The Complexity of Documenting Processes09:59 Identifying Friction Points in Workflows15:05 Mapping Current Processes for Improvement19:52 Optimizing Interconnections and Interfaces24:55 Designing Achievable Workflows26:18 Integrating Technology for Process Improvement32:00 Bridging the Strategy to Reality Gap36:31 The Importance of Pilot Programs39:21 Cultural Resistance to Process Adoption43:11 Strategic Automation in Workflows

In this episode of The Growth System, Colin and Chris delve into the concept of organisational structure through a systems thinking lens. They discuss the importance of aligning structure with purpose, the role of accountability charts versus traditional org charts, and the balance between formal and informal structures. The conversation emphasises the need for cross-functional collaboration and mission-based teams to drive effective growth in organisations. In this conversation, Chris and Colin explore the dynamics of mission-based teams, emphasising the importance of decision-making, accountability, and psychological safety. They discuss how to align purpose within teams and the significance of individual contributors in fostering a culture of continuous growth and mastery. The dialogue also touches on the need for a systems-oriented culture that encourages individuals to see beyond their immediate tasks and understand their role within the larger organisational framework.00:00 Understanding Organisational Structure03:04 The Role of Purpose in Structure05:57 The Accountability Chart vs. Org Chart09:08 Navigating Formal and Informal Structures12:08 Balancing Standardisation and Autonomy14:52 Cross-Functional Collaboration and Mission-Based Teams29:42 The Importance of Decision-Making in Mission-Based Teams32:43 Aligning Purpose and Accountability in Teams36:15 The Dynamics of Team Structure and Composition39:46 Fostering Psychological Safety and Mutual Understanding42:30 The Role of Individual Contributors in Team Success49:05 Building a Systems-Oriented Culture

In this episode of The Growth System, Colin and Chris delve into the significance of metrics and measurables in B2B growth, exploring how they link to strategy and purpose. They discuss the role of metrics as system drivers, caution against the misleading nature of data, and highlight the pitfalls of relying on metrics like MQLs. The conversation emphasizes the importance of a balanced measurement strategy that includes leading, lagging, and lurking indicators, and warns of the reinforcing loops that can arise from poorly defined metrics. In this conversation, Chris and Colin explore the complexities of metric selection and its impact on organizational behavior. They discuss the importance of understanding both positive and negative spirals that metrics can create, the interplay between different metrics, and the significance of data transparency. They emphasize the need for narratives behind metrics to provide context and meaning, and how defining success through metrics can shape organizational performance. The discussion highlights the potential pitfalls of relying solely on metrics without considering their broader implications.00:00 Introduction to Metrics and Measurables01:09 Linking Strategy to Metrics03:43 The Role of Metrics in Purpose05:35 Metrics as System Drivers10:41 Cautionary Tales: The Wells Fargo Example11:59 The Misleading Nature of Data17:39 The Problem with MQLs19:32 Leading, Lagging, and Lurking Indicators23:18 The Importance of a Balanced Measurement Strategy27:06 Reinforcing Loops in Metrics29:36 System Failures and Metric Selection32:13 Positive and Negative Spirals in Metrics36:08 The Interplay of Metrics and Organizational Behavior40:38 Nonlinear Effects of Metrics on Brand and Morale43:36 The Importance of Data Transparency50:25 Narratives Behind Metrics55:01 Defining Success Through Metrics

In this episode, Colin and Chris delve into the significance of values within B2B growth, emphasising their role in shaping company culture and guiding decision-making. They discuss the importance of aligning stated values with actual behaviours, the impact of values on employee satisfaction, and the challenges organisations face in bridging the gap between intended and emergent values. The conversation also highlights how individual values can influence organisational culture and the importance of values during times of stress. In this conversation, Chris and Colin explore the critical role of organisational values, especially during times of stress and change. They discuss how values can be tested under pressure, the importance of alignment between declared and lived values, and the need for flexibility in adapting values over time. The conversation emphasises the necessity of embedding values into the organisational structure and practices to ensure they are lived out daily. They conclude by reflecting on the deep structural role of values in shaping organizational identity and guiding behaviour.00:00 Understanding Values in B2B Growth03:09 The Role of Values in Company Culture05:56 Values and the Growth Team Operating System09:02 The Impact of Values on Employee Satisfaction11:48 The Reality vs. Aspiration Gap in Values15:07 The Emergence of Individual Values18:07 Values Under Pressure: True Colours of Organisations25:19 Navigating Organisational Values Under Stress29:54 Flexibility and Employee Well-Being32:48 The Importance of Alignment in Values35:08 Evolving Values Through Feedback38:05 Embedding Values in Organisational Structure44:24 Summarising the Role of Values in Organisations

In this episode, Colin and Chris delve into the concept of business operating systems, emphasising their importance in achieving organisational goals. They discuss the dimensions of a growth team operating system, including purpose, strategy, values, operations, and the role of feedback loops. The conversation highlights the need for a structured approach to business operations to drive efficiency and success. In this conversation, Chris and Colin explore the complexities of creating effective organisational structures through the lens of operating systems. They discuss the importance of self-regulation, the need for guardrails in decision-making, and the challenges of emergent operating systems that can lead to misalignment. The conversation emphasises the significance of breaking down silos to foster alignment and the role of innovation as a transformative method within organisations. They also highlight the necessity of cultivating a learning organisation that empowers individuals at all levels to drive continuous improvement.TakeawaysA business operating system is essential for predictable operations.Defining your operating system allows for optimisation and improvement.Purpose and measurables are critical components of an operating system.Values directly influence how work is accomplished in an organisation.Innovation is key to continuous improvement in business processes.Feedback loops help maintain balance and guide systems towards goals.All dimensions of an operating system are interconnected.A strong operating model can significantly increase revenue growth.Understanding the difference between strategy and tactics is crucial.Cybernetics provides insights into how systems self-regulate. Creating a structure for self-regulation is essential in organisations.Everything within an organisation is interrelated and impacts overall functioning.Guardrails are necessary to guide decision-making processes.Self-organisation can lead to productive outcomes if managed correctly.Emergent operating systems can result in misalignment if not properly structured.Breaking down silos is crucial for organisational efficiency and alignment.Innovation should be integrated into the operating system for effective transformation.Socio-technical alignment is key to driving innovation within teams.Cultivating a learning organisation is vital for ongoing growth and adaptation.Distributing authority empowers individuals to contribute to continuous improvement.Chapters00:00 Introduction to Business Operating Systems04:47 Defining the Business Operating System09:48 The Importance of Purpose and Strategy14:59 Exploring Values and Operations19:51 Dimensions of a Growth Team Operating System25:12 The Role of Feedback and Cybernetics in Systems30:11 Conclusion and Future Episodes27:12 The Importance of Self-Regulation30:11 Guardrails for Decision-Making32:22 Understanding Emergent Operating Systems35:28 Breaking Down Silos for Alignment36:53 Empowering Innovation in Organisations43:15 Cultivating a Learning Organisation

SummaryIn this episode of The Growth System, Colin and Chris discuss the critical aspects of planning for B2B growth in 2025. They explore the importance of setting realistic revenue targets, the need for effective modelling, and the significance of shared goal setting between sales and marketing teams. The conversation really emphasises the necessity of strategic positioning in a competitive market and the foundational elements required for successful planning, including people, processes, data, and technology. As always, we encourage listeners to embrace complexity using a systems thinking approach and focus on metrics that drive success.TakeawaysPlanning is a crucial process for B2B growth.Revenue targets should be realistic and achievable.Modelling helps in understanding the path to targets.Shared goal setting fosters alignment between teams.Strategic positioning is essential in a competitive market.Understanding customer acquisition costs is vital.Effective planning requires a holistic view of the business.People, processes, data, and tech are foundational elements.Don't shy away from complexity; it's manageable with systems thinking.Start and end planning discussions with the numbers.Chapters00:00 New Year, New Beginnings01:05 The Importance of Planning06:01 Understanding Revenue Targets11:59 Modeling for Success17:55 Goal Setting and Alignment23:51 Strategic Positioning in a Competitive Market29:57 Foundations for Effective Planning36:01 Final Thoughts on Planning

SummaryIn this episode of The Growth System, Colin and Chris delve into the complexities of non-human systems, particularly focusing on tech stacks in B2B growth. They discuss the overwhelming number of SaaS applications available, the challenges posed by disconnected data, and the significant costs associated with these inefficiencies. The conversation highlights the importance of data-driven decision-making in sales and marketing, the impact of legacy technology, and the consequences of decentralised tech spending. Ultimately, they emphasise the need for a more integrated approach to technology in organisations to enhance efficiency and drive growth. In this conversation, Chris and Colin explore the challenges organisations face due to disconnection in their tech stacks and the role of enterprise architects in addressing these issues. They emphasise the importance of reimagining processes for effective automation and the transformative power of integration platforms like iPaaS. The discussion highlights the need for a systems thinking approach to create immersive value and enhance customer journeys, ultimately advocating for a strategic framework that prioritises process design over mere automation.TakeawaysMost businesses use a vast number of SaaS applications, leading to disconnected data.Disconnected data creates significant challenges in understanding the prospect journey.Data-driven decision-making is crucial for acquiring and retaining customers.Organizations can lose up to 60% of their working day on disconnected systems.Technical debt is a growing concern, with significant budgets allocated to fixing outdated technology.Decentralized tech spending leads to a lack of cohesive strategy in tech stack management.Automation opportunities are often overlooked due to departmental silos.The economic impact of disconnection in tech stacks is substantial.Legacy technology complicates integration and modernization efforts.A systems thinking approach is essential for effective tech stack management. Disconnection in organizations leads to significant operational challenges.Enterprise architects play a crucial role in providing a holistic view of systems.Centralizing automation can significantly improve organizational efficiency.Integration and automation should be viewed as complementary, not interchangeable.A systems thinking approach can unlock new opportunities for innovation.Reimagining processes is essential for maximizing the benefits of automation.iPaaS serves as a catalyst for transforming B2B ecosystems.AI should be integrated thoughtfully to enhance user-centric solutions.Organizations must shift their mindset to view tech stack fragmentation as a sign of ill health.Effective governance and centers of excellence can empower teams without burdening IT.Chapters00:00 Introduction to Non-Human Systems and Tech Stacks04:56 The Challenges of Disconnected Data10:03 The Cost of Disconnection in Organizations15:07 Data-Driven Decision Making in B2B Sales19:53 Legacy Technology and Technical Debt24:47 Decentralization of Tech Spending and Its Impacts28:52 Understanding Disconnection in Organizations32:22 The Role of Enterprise Architects41:58 Reimagining Processes for Automation49:27 The Power of Integration Platforms53:50 Creating Immersive Value through Systems Thinking

SummaryIn this episode of The Growth System, Colin and Chris delve into the complexities of sales targets within the B2B landscape. They explore the purpose of sales targets, the process of setting them, and the often arbitrary nature of these targets. The conversation highlights the negative impact of sales targets on performance, the short-term focus they create, and the bad behaviours they can encourage among sales teams. Additionally, they discuss the relationship between sales targets and compensation plans, emphasising the need for a more holistic approach to sales performance measurement. In this conversation, Colin and Chris explore the complexities of sales targets, emphasising the need for a systematic approach to goal setting. They discuss the pitfalls of a revenue-focused mindset, the importance of customer success, and the detrimental effects of aggressive sales tactics on employee well-being and customer relationships. The dialogue culminates in a call for a more holistic view of performance metrics, advocating for a shift from traditional sales targets to a focus on systematic processes that drive sustainable growth.TakeawaysSales targets are often arbitrary and not based on reality.The process of setting sales targets is typically reverse engineered from desired outcomes.Sales targets can create a short-term focus that hampers long-term growth.Sales targets may lead to bad behaviors among salespeople, such as discounting.There is a disconnect between sales targets and actual market conditions.Sales targets are entrenched in the culture of B2B sales but may need reevaluation.Compensation plans should align with long-term goals rather than just hitting targets.Sales targets can negatively impact profitability and brand reputation.Sales teams often focus on net new logos at the expense of existing accounts.A systems thinking approach is necessary for effective sales target setting. Revenue focus can overshadow the importance of customer success.Sales targets often neglect the full spectrum of revenue sources.A systematic view of sales targets can reveal underlying issues.Aggressive sales tactics can lead to employee burnout and turnover.Longer sales cycles require different approaches to goal setting.Customer satisfaction improves when aggressive targets are removed.Sales targets should align with the overall business strategy.Setting process-focused goals can drive better outcomes.Understanding the history of sales targets can inform better practices.A holistic view of performance metrics is essential for growth.Chapters00:00 Introduction to Sales Targets and Systems Thinking03:03 The Purpose and Nature of Sales Targets06:09 The Process of Setting Sales Targets08:50 The Arbitrary Nature of Sales Targets12:12 The Impact of Sales Targets on Sales Performance14:55 Short-Term Focus and Its Consequences18:01 Sales Targets and Bad Behaviors21:10 The Relationship Between Sales Targets and Compensation Plans23:49 Conclusion and Future Considerations30:05 The Revenue Focus Dilemma33:05 Systems Thinking in Sales Targets40:59 Rethinking Sales Targets49:54 The Case for Systematic Goal Setting