Here’s our business growth strategy framework, in a simplified form.

Use it as a template for new business, product ideas or campaign ideas. It includes the 3 pillars of growth strategy: namely having a critical path, forming hypotheses for marketing initiatives and a employing a testing methodology to organize the chaos.

Simple Growth Strategy Framework

[Project Name]

Positioning

What it is: …
Who's it for: …
Why it matters: …

Acquisition Channels

Main: …
Supporting: …

Customer Journey/Sales Funnel

Beginning/Awareness: …
Middle/Evaluation: …
End/Decision: …

Growth Goal & NSM (North Star Metric)

… (this quarter)
… (next quarter)

Objectives (max 3)

… (laddering up to current Growth Goal)
…
…
… (future work, on existing or future growth goals)

Tasks

… (laddering up to Objectives, includes Hypothesis and priority score)
… (go on Ideas Backlog, waiting for future relevant Objectives)
… (ICE Score for prioritization of ideas: Impact, Confidence (in hypothesis), Ease (inverse of lift))

Hypothesis Format

Since observing A, we think making B change will result in C outcome, which we’ll measure with D metric/success criteria.

This is basically all you need. All of marketing can be encapsulated in the above framework.