In today’s rapidly evolving business landscape, there’s a pressing need to eliminate siloes and foster collaboration within businesses, especially ones experiencing fast growth.

By combining the sales, marketing and customer success teams into one single team – the growth function – unified along strategic objectives, with synchronised KPIs and one goal: to be truly customer centric; businesses can drive Deep Growth.

Better alignment fosters better performance, higher retention and win rates.

The problem with the existing model of sales, marketing and customer success working as separate functions is that they often have different KPIs and objectives which hinders the alignment of efforts towards a common goal. This leads to a lack of closed feedback loops preventing valuable insights from being shared across teams, leading to missed opportunities and no lessons learnt. Additionally, the absence of collaboration and sometimes even unhealthy competition between teams can hamper overall business growth.

“More than promoting a healthy and collaborative culture, research has shown that companies with strong alignment perform better, reporting 36% higher customer retention rates and 38% higher sales win rates”

Highspot

The Power of the Growth Function: being truly customer-centric

Unifying your sales, marketing and customer success teams to create a growth function with synchronised KPIs and aligned by a single strategic objective allows your business to be truly customer centric. 

“Customer centricity is the ability of people in an organization to understand customers’ situations, perceptions, and expectations. Customer centricity demands that the customer is the focal point of all decisions related to delivering products, services and experiences to create customer satisfaction, loyalty and advocacy.”

Gartner

Customer-centricity allows for a seamless customer journey where every touchpoint is optimised for maximum impact – you understand their needs from unaware to advocacy, you know when and how best to show up and the right type of interaction to utilise.

By building deeper relationships with existing customers, you can manage and withstand external pressures better such as price fluctuations and new entrants to the market; and you can achieve higher customer retention rates, increased sales win rates, and larger average deal sizes.

“Studies have shown that a 5% growth in customer retention can result in 25% to 95% revenue gains”

Solutions Review

Pull on the skillsets you already have internally, focus on nurturing your existing customer relationships and increasing satisfaction, and drive Deep Growth.

“Deep Growth” is a decisive organisational change that can help businesses navigate turbulent waters and drive strong, sustainable, and valuable growth. It’s deep rooted, not transitory and is about having strong relationships with your customers built on trust. If you can achieve Deep Growth you can focus on reducing churn, increasing advocacy and increasing referrals.

Continue reading 👉 Journey to Deep Growth: How to nail the Growth Function in fast growth B2B businesses

Download the report now 👉 Download Roots and Shoots: how to deliver Deep Growth, written in partnership with SBR Consulting

Accelerator Workshop: Kick-start your journey to Deep Growth 👉 contact us now
What is it? A 90-minute workshop + 30-minute discussion to assess the robustness of your current growth strategy and ability to shift to a ‘Deep Growth’ strategy.

Who is it for? Fast growth scale-up businesses who are experiencing revenue volatility or looking to build a foundation to accelerate growth opportunities.

The Value? The ability to drive strong, sustainable and valuable growth by unifying your organisation, eliminate siloes and becoming truly customer centric