Chiefly Growth Discovery
Most growth and marketing work skips an essential component, Discovery. Surfacing and organizing the inputs and data into meaning. A quality Discovery uncovers opportunity, provides a catalyst for strategy, and significantly improves the odds that your growth and marketing work deliver real business results.
Discovery at Chiefly Growth is a proven process, in-depth and expedient. It works because it focuses on the right mix of inputs, at the right level of detail, and it comes together quickly. The output is an essential tool for establishing growth strategy.
We begin with the Chiefly Growth Diagnostic, a structured assessment of four facets of your business: Market, Product, Customer, and Go-To-Market. Internal data, external data, and key stakeholder interviews are the primary inputs. Gaining an in-depth understanding of each of these provides a qualitative and quantitative perspective and a framework for growth.
Market. What market are we in, and how is it moving? What are the category trends? How does the product currently fit the market? What is our serviceable addressable market? We look at category growth rate, share trend, TAM and SAM.
Product. What role do products play in the market and with customers? How do products align to revenue and profit? How do they align to customer acquisition and retention? How do they align to customer segmentation? We look at revenue and contribution margin by product or line, and mix shift over time.
Customer. Who is worth acquiring, and who is worth keeping? How do customers engage and buy? Where is untapped customer value that could fuel growth? We look at LTV, repeat rate, churn, retention by cohort, and contribution margin by segment.
Go-To-Market. How do the sales channels actually work, and is growth being bought efficiently? This facet is highly data driven. We look at CAC, payback period, marketing ROI, channel and funnel performance.
The Chiefly Growth Brief summarizes this information, surfacing insight from across your business, that fuel growth strategy, and identify strategic growth potential. Each opportunity is qualified using consistent criteria and sized based on the evidence, allowing strategic growth options to be compared and considered. At this point the growth brief is complete, providing a moment to review, discuss, and agree on strategic direction. With strategic direction and agreement established, Roadmapping is the next phase, followed by Execution.
Every priority, every program, and every measure of success traces back to something established during Discovery. That traceability is what differentiates strategic growth from a list of tactics. Growth problems compound quietly. Work pointed in the wrong direction is costly and can be avoided by understanding your business and potential before committing to a course of action.
Growth begins with a conversation. Let's get started.