driving GROWTH through marketing

I start with the metrics that are closest to revenue, not just activity. Things like customer acquisition cost, lifetime value, conversion through the funnel, and how efficiently pipeline turns into revenue.

But before looking at any metric, I focus on the actual business goal at that point in time. Is the priority to acquire new customers, reduce churn, or expand existing accounts? Each of these defines success differently and requires a different strategy. One of the most common mistakes is optimizing for the wrong goal, like pushing acquisition when the real issue is retention.

Getting that definition of success right is always the starting point.

A healthy funnel is one where every stage has clear ownership, a shared definition, and a feedback loop.

I don’t believe in universal benchmarks because they vary too much by company and context. What matters is understanding where things break: is it a volume issue, a quality issue, or a timing issue? Each one requires a different solution, and confusing them leads to wasted effort.

I treat CRO as an ongoing process, not a one-off project.

I start by identifying where friction exists across the funnel, then build and test hypotheses to remove it. The biggest improvements usually come from fixing transitions between stages—where intent gets lost—not just from optimizing individual channels.

Inbound is about attracting the right people through content, brand, and demand generation. Outbound is about proactively reaching specific accounts or individuals.

My background is more specialised in inbound, particularly through digital channels, where I’ve built scalable demand generation systems. At the same time, I’ve managed multi-channel strategies that combine both inbound and outbound to maximise impact.

For me, the key is not choosing one over the other, but aligning them. Attribution plays a central role in how I measure success, understanding how each touchpoint contributes across the funnel. Just as important is alignment between teams, especially marketing and sales, to ensure both channels work towards the same outcome.

I like thinking big (campaigns, narratives, systems) but I always bring it back to execution. What needs to happen first? What can we test quickly? Progress usually comes from starting small, learning fast, alligning goals and teams, and building from there.