Best Practice Report

Achieving Long-Term Growth Objectives Requires A Repeatable Growth Discovery Process

April 10th, 2020
Amy Hayes, VP, Research Director
Amy Hayes VP, Research Director
Beth Caplow, VP, Principal Analyst
Beth Caplow VP, Principal Analyst

Summary

Whether the goal is to attain $1 billion in revenue or to become the number one player in a specific market, B2B organizations often lack a definable process to link long-term growth goals to concrete planning. Portfolio marketers, responsible for identifying market opportunities and go-to-market strategies, often struggle to provide strategic guidance to the business on how to prioritize initiatives and create annual plans to achieve long-term visions. In this report, we introduce the Growth Discovery Model, a four-step method that helps portfolio marketers develop a disciplined approach that will highlight opportunities for achieving what may at first seem to be far-flung growth objectives.

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