ACTION TRACKS
Ten kinds of work. Each Growth Cycle has two.
See all ten. Read the one in front of you.
A Growth Cycle holds two of these, not ten. Listed below are each of the Action Tracks. Expand them to learn more.
NEXT STEP
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PEOPLE WHO ALREADY KNOW YOU
Relationship Activation
For busy, growing businesses, keeping relationships fresh with past clients, partners, advocates, and prospects can be a challenge. Over time, the opportunities that came from these relationships go cold, and so do the referrals.
The solution is to stay in touch and be relevant. They do not need a personal email every week, but they will welcome an update on what you are doing and who you might be meeting. With segmenting, automation, and action tracking, you can stay in touch with information that fits their needs. Then you get notified when the signals say they would like something more direct from you.
You keep your place as a valued advisor, without chasing Post-it notes or being too pushy.
Reputation & Trust
You have earned the trust. The hard part is having it ready when a buyer, or someone on your team, needs to see it. Too often the best proof is in a person’s head, or in a file that takes twenty minutes to find.
What helps is a simple way to gather it, get permission, and put it where it will actually be seen. A short story on the right page. A line your team can use in a conversation without wondering if they are allowed to. A record of who said it, so you are not asking the same client twice.
Buyers get the reassurance they were looking for. You are not scrambling for it in the middle of a call.
Lead Recovery & Conversion
A fair next step for inquiries and proposals that went quiet.
Inquiries, proposals, and interested buyers do not usually say no. They go quiet. In a busy firm, the follow-up depends on who has a free hour, and a lot of good conversations fade for no real reason.
A recovery track gives those people a fair next step. A useful note at the right time. A reminder for the person who should send it. A clear point where you stop, so it never turns into nagging. The first pass is a defined group, not every name in the database.
You find out who is still interested, and you stop losing work just because the week got full.
BUYERS WHO ARE STILL DECIDING
Buyer Education & Nurture
Stay useful to future clients who are not ready to hire yet.
Some of your best future clients are not ready to hire anyone yet. The work is real. The timing is not. If the last thing they heard from you was a proposal, they have nothing useful to sit with while they decide, and when the timing changes they remember whoever stayed helpful.
This track keeps that relationship useful without asking for the sale every time. The notes answer questions they are actually weighing. People who do not fit come off the list. When someone starts to lean in, a person on your team hears about it and can pick up the conversation.
You stay present while they decide, without camping in their inbox.
Thought Leadership & Authority
A point of view that allows your prospects to identify their problem and consider their solution.
Your firm knows things buyers cannot easily find on their own. If that expertise never leaves the conference room, buyers have a hard time telling you apart from the next firm with the same services.
The work is one point of view, said in your own words, that the partners recognize as theirs. An article, a short talk, or a video a buyer can actually use. Then a simple way for your team to hand it over in a real conversation, without rewriting it first.
People start to understand how you think before they ever sit down with you.
Content Distribution & Social Engagement
An established plan and an effective method to share your knowledge, activities, and insights.
You already have useful things to say. The trouble is they go out once, when someone has time, and then the replies sit there. A good question from the right person gets the same silence as everything else.
This track puts that work on a schedule you can keep. A thoughtful plan that let’s you consider what you want to say. The content is then taken from work you already stand behind. And when someone asks a real question, you are notified of the interaction and can respond.
Your expertise keeps showing up. You are not spending you day trapped in a digital feed in order to make it happen.
Interactive Buyer Engagement
Most buyers want information but few are looking for a pitch.
Some buyers want to think it through before they talk to anyone. A brochure does not help them do that, and a call is more than they want yet. So they leave, and you never know they were there.
An interactive track gives them one useful thing to do. Answer a question, see a result, get something back that is actually theirs. If they want to go further, you know, and the right person can follow up. If they do not, they still got something of value.
You help them make progress, and you learn who is ready for a conversation.
NEW CONVERSATIONS
Prospect Development
Business development is the lifeblood of most small organizations, especially B2B. We all work hard to do good work but when new opportunity is needed, having an effective system is more than just lead generation.
New business cannot come only from people you already know. The usual alternatives are a blast to a list you bought, or boosting a point on LinkedIn. Or perhaps you are waiting until your ‘sales’ person comes back from networking so they can do the prospecting they keep putting off.
Prospect development starts with identifying your target prospect and those who can refer you. At that point, you need to attract their attention and get them to interact. But what is the best lead generation tool and can it deliver opportunity worth the investment? What happens when a lead comes into your system. How do you nurture them from contact to contract?
If prospect development is more than lead generation for you, let’s talk.
Signals, Scoring & Sales Handoff
How do you know when a prospect is ready to engage?
The signs are usually there. Someone comes back to the site, replies to a note, or asks a question that means they are getting serious. In a busy week, that signal lands nowhere, or it lands with everyone and still sits.
This track decides what actually counts as interest, and what to ignore. One person gets the alert. They know the next step, and they can say when the alert was a false alarm so the system gets smarter.
The right conversation happens while the interest is still warm.
WHETHER IT IS PAYING OFF
Revenue Measurement & Optimization
How do you know your marketing is profitable? What can you do if it isn’t?Â
Lead generation is easy to measure. Unfortunately it is harder to determine if the efforts you made this quarter produced conversations, opportunities, or revenue that was worth the investment in time or dollars. Without knowing that, how can you determine what to do next?
Effectively tracking means following one lead through your system to a conversation and a won piece of business. This is then measured against the cost of the process. Each tactic is measured and reported.
The result is a clear view of what to do more of, and what to stop doing. There is no debate about which ad to run or which software to try out. Just results that indicate what is broken and how your efforts to fix the situation are working.
Start with a clearer picture
The Scorecard gives you a practical starting point. Ten questions. Five minutes. A free report.