Before you do anything else in Growth Method, set your growth goal. It’s the single business metric every campaign aligns to, and defining it well is the most important job for your management or leadership team. Until everyone is tied to the same outcome, you get individual wins that don’t add up to team wins.
This is your primary metric, sometimes called the North Star Metric (NSM) or the One Metric That Matters (OMTM). Growth Method holds one active goal at a time.
What makes a good goal
- It unifies everyone around one business outcome at a time. For B2B teams that’s usually something like meeting requests, MQLs, demo requests, or new trials.
- It’s measurable. We connect to your source of truth for the metric (GA4, PostHog, Salesforce, HubSpot, and similar) and track it daily.
- Once it’s set, every campaign aligns to it and all team reporting centres on it.
Why we use averages, not absolute targets
An annual target like “3,600 qualified leads this year” tells you where you want to end up, but nothing about the system that gets you there. You could hit it through one viral month and eleven mediocre ones. That’s luck, not an engine.
A monthly average like “300 qualified leads per month” is a throughput metric: it describes the capacity of the machine you’re building. When you miss it, you know straight away. When you hit it consistently, you can trust the engine works, and start asking how to get to 350. This framing pulls teams towards reliable, compounding channels rather than one-off big bets, and it pairs well with a tight monthly campaign cycle.
Example goals
- Increase demo requests from an average of 100/mo to 200/mo this year
- Increase quote requests to 100 per month within six months
- Increase trial starts from an average of 200/mo to 300/mo over 12 months
- Increase MQLs from content from an average of 150/mo to 180/mo within six months
- Increase organic traffic from an average of 15,000 sessions/mo to 25,000 sessions/mo
Changing your goal
You can have more than one goal, but only one is active at a time. Goals usually change infrequently, rarely more than once every six months or once a year. Adding a new goal sets the previous active goal to “ended” and makes the new one active.