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1/ How to scale revenue faster at your startup (and how most startups get this wrong):
2/ Think about your customer acquisition funnel. Identify the biggest bottleneck to growing faster. In the beginning, and most startups never truly solve this, the bottleneck is top of the funnel (demand gen). Apply as much pressure as you can until this moves somewhere else.
3/ Most people, founders in particular, don’t use this approach and/or misdiagnose the bottleneck. They hire AEs into demand gen headwinds. This furthers the existing bottleneck, and startups never recover from it. They remain demand constrained for the lifetime of the business.
4/ In the demand gen example, it should be all GTM hands on deck to alleviate the bottleneck. AEs, who generally focus on closing deals, should be outbounding. CSMs, who generally focus on servicing customers, should be generating referrals from their happy customers.
5/ Once you have too much demand - AE’s calendars are packed with demos - diagnose where the bottleneck has moved. This could be demo quality if conversion rates are suffering, or implementation if conversion rates remain high. Apply pressure there until it moves somewhere else.
6/ In successful startups, this cycle will repeat itself many times over. That's a good thing. In unsuccessful startups, the bottleneck festers in perpetuity and growth suffers because of it.
7/ Founders and GTM leaders should constantly be paranoid about where the current bottleneck to growing faster is and what we are doing to fix it.
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