Measurement spine
GA4 / server events, CRM join, and a single definition of lead, opportunity, and revenue. If this is wrong, every dashboard lies.
Growth
Raise the yield of demand you already have.
Growth is the operating system: analytics, experiments, and conversion design. It is how advertising and marketing compound instead of resetting every quarter.
What we run
CRO & experiments
Hypothesis backlog, test design, and ship cadence. We test offers and friction, not button colors in isolation.
Funnel architecture
From first session to paid invoice: where people drop, which step is worth fixing, which step is a sales problem.
Incrementality
Holdouts, geo splits, and platform lift when spend is large enough that last-click theater is expensive.
Effectiveness
How this line is judged
What we optimize
- Conversion rate by intent
- Activation / first-value time
- LTV : CAC
- Experiment velocity
What we refuse to treat as proof
- Unsampled tests with no power
- Correlation sold as causation
- Dashboard beauty
- A/A noise treated as a win
Typical 90-day moves
- Rebuild event taxonomy
- Instrument the money path
- Run a weekly test slot
- Cut one high-cost leak