As a growth marketing specialist agency, we have experience of working with lots of fast growth companies and have distilled 7 fundamentals into a guide for marketing leaders. This is the third in a series of 7 blog posts detailing each of the growth fundamentals.
When choosing elements of a growth stack, integration should be prioritised to promote accurate analysis and decision-making.
The growth stack has two functions:
(a) to carry out activities for delivering and maintaining growth, and
(b) to provide access to the right data for clear analysis and strategising. While many software solutions are able to deliver the functionality required, it is much harder to bring together a clean collection of data for meaningful analysis.
Generally speaking (it is somewhat dependent on the business model) having a growth stack which can generate a “single customer view” will provide the best insights, because all engagements with a customer are tracked. This means you can clearly attribute success to marketing activities and on a macro level have an overview of the entire funnel performance, which is essential for decision-making. In our experience, the businesses who have this level of visibility are able to make the right strategic decisions, faster.
Some software solutions, like HubSpot, provide an all-in-one growth stack, making it simple to achieve a single customer view. The other option is to involve a developer to stitch the growth stack elements together so that data can be collated and meaningful insights made. To smoothen this process, you should opt for software with an open API.
In this case, there should be a central CRM component, which updates contact records with data regarding their interactions, collected from the other elements of the growth stack.
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