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CMO / Marketing & Growth
Capacity to go
on the offence.
Find profitable growth.
Test more consequential customer hypotheses, improve conversion and direct spend towards incremental contribution.
Illustrative. Built to adapt.An 80/20 starting point, shaped around your requirements.How we tailor it ↓
Learn what converts
Scale contribution
START FOCUSED. EARN THE RIGHT TO SCALE.
One campaign, audience and commercial hypothesis
Start with one team and one workflow. Adapt by region, business unit and system before expanding.
CAPACITY GOES INTOMore profitable customer acquisition
Who joins · what earns the next step
Core team: Campaign lead + analytics + commercial owner. The sponsor agrees the outcome and reviews the decision.
Scale only when: A suitable comparison supports incremental contribution after media, discounts and delivery costs; claims pass review.
Connected ownership: Revenue agrees qualified demand; Finance validates contribution; Product tests the customer proposition.
ONE CONNECTED JOURNEY
Build it. Prove it.
Put it to work.
ADVANCED creates the asset.
ACCELERATE tests the same asset.
FUNCTION decides where to scale.
01TEAMChoose the work
A brief. A baseline. An owner.View brief + sample output
Choose the work
AGREE THE DECISION
A priority segment is under-converting. Which proposition should we test next, and how will we know it creates incremental value?
Approved customer research, funnel data, campaign costs, brand rules and permitted creative assets.
Review and acceptanceBrand and relevant compliance reviewers approve release. The experiment owner pre-agrees the decision rule and attribution method.
Illustrative sample. Tailor the scope and thresholds before use.WORKING BRIEF
- Decision
- Which proposition should receive the next test budget?
- Owner
- Growth lead + Finance partner
- Capacity for
- Priority-segment proposition tests
02ADVANCEDBuild the working asset
A working asset your team can check.View brief + sample output
Build the working asset
MAKE THE THINKING VISIBLE
Which proposition should receive the next test budget?
Two propositions address different customer barriers. The brief links each variant to a specific hypothesis, holds the comparison conditions explicit and defines conversion and contribution outcomes before launch. More assets only count when they support a useful test.
Review and acceptanceBrand and relevant compliance reviewers approve release. The experiment owner pre-agrees the decision rule and attribution method.
Illustrative sample. Tailor the scope and thresholds before use.DECISION WORKSHEET
Open full advanced brief + sample ↗
| Test | Customer hypothesis | Decision evidence |
|---|---|---|
| Proposition A | Reduce perceived effort | Test conversion and contribution |
| Proposition B | Increase buyer confidence | Use comparable audience conditions |
| Investment decision | Scale / iterate / stop | Apply agreed evidence threshold |
03ACCELERATEProve it in real work
Evidence to keep, change or stop.View brief + sample output
Prove it in real work
TEST AGAINST THE BASELINE
Does the new way improve the work?
Run representative work with the agreed reviewer. Count effort, rework, exceptions and upkeep; ask whether the recipient gets a better result.
Review and acceptanceBrand and relevant compliance reviewers approve release. The experiment owner pre-agrees the decision rule and attribution method.
Illustrative sample. Tailor the scope and thresholds before use.TRIAL SCORECARD
Illustrative effort test30 team hours / test → 20 team hours / test
Quality / effectiveness
A valid conversion and contribution comparison
Actual results: to measure in your trial.
Open full accelerate brief + sample ↗04FUNCTIONChoose where to scale
A 13-week value plan.View brief + sample output
Choose where to scale
COMMIT TO AN OUTCOME
Priority-segment proposition tests
Design the future growth function: customer insight to proposition to experiment to investment decision. Agree ownership across marketing, sales, product and Finance, then a 13-week test portfolio.
AccountabilityGrowth lead + Finance partner
Illustrative sample. Tailor the scope and thresholds before use.13-WEEK VALUE PLAN
- 1–4Baseline + first experiment
- 5–8Trial + adapt
- 9–13Choose + commit capacity
Choose the sequence →
The CEO and leadership team experience the method themselves. Then choose a first team, prove the work and build trust before scaling. PERSONAL can help align the sponsor.
THE EXECUTIVE TEST
What changes
because of it?
Fund a named testing backlog with the released hours: customer research, proposition experiments and conversion improvements.
CapacityHours from approved brief to test-ready assets
Growth effectivenessIncremental contribution, conversion lift and acquisition cost
LearningTime from hypothesis to decision; tests reaching a decision
QualityBrand/compliance errors, rework and misleading claims
Will this produce more content or more profitable customers?
Connect every variant to a customer hypothesis and a scale/stop decision. Agree attribution and contribution economics before launch; asset volume is not the success measure.
Customer privacy, brand integrity, substantiated claims and experimental validity remain release conditions. Distinguish attributed revenue from incremental contribution.
THE 80/20 APPROACH
A strong starting point.
Shaped around your business.
Keep the useful structure. Adapt the priority, workflow, data, tools and success measures to your requirements.
Your priorityYour dataYour toolsYour measures
80/20 is a design principle, not a fixed scope or a measured ratio. All examples are illustrative; benefits are established through your own trial.Your commitment, our role and the investment
TIP brings: the tailored brief, facilitated build, reusable working structure and trial review. Your team brings: approved inputs, workflow expertise, an accountable owner and time to test in real work. Your organisation retains decision and release authority.
Agree the first stage before committing to the full journey. The proposal sets out fees, participant effort, trial scope and success measures. Include licences, review, upkeep and any integration in the total investment.
TEAM: 3h. ADVANCED: 4h. ACCELERATE: 2 × 4h with a workplace trial. FUNCTION: 8h + synthesis + 4h. The full journey is 27 facilitated hours, plus preparation, trial and follow-through; attendance varies by stage.
Start with approved AI tools and manual exports, with human review and named ownership. IT confirms access and data policy; sensitive or regulated workflows may need additional security, legal or governance review. Integrations, custom applications and unattended operation are separately scoped.
Inputs: production effort, campaign frequency, review cost, budget, contribution per acquired customer and test assumptions. Outputs: capacity and experiment economics. Show break-even improvement and scenarios; do not assume extra tests automatically create revenue.
How your function connects with the rest of the business
ONE CUSTOMER OUTCOME / SHARED ACCOUNTABILITY
Connect the work.
Multiply the value.
An illustrative customer journey: each handoff carries evidence, an owner and a decision.
- Shape the propositionCustomer need + tested promise
- Win the right businessAgreed value + deliverable terms
- Deliver the promiseReliable service + clear handoff
- Grow customer valueAdoption + retention evidence
- Validate and reinvestContribution + capacity choices
Enabled by People and Technology.Shaped with Legal and the Chief Risk Officer.CEO connects the enterprise choices.
START WITH THE WORK THAT MATTERS