The data is already there
Small companies routinely believe their growth problem is a data problem. They imagine that if they had more data — better instrumentation, more tracking, a bigger warehouse — the growth would surface. In our experience, this is almost never true. The data is already there. The read isn't.
The exercise below is four patterns worth checking against the data you already have.
The four patterns
- Expansion — which existing customers are quietly using more this quarter than last, without your team having done anything?
- Referral — which customers have quietly introduced you to other companies in the last six months?
- Saturation — which segments have stopped growing despite continued spend?
- Dormant — which prospects went quiet six-plus months ago and would now qualify to hear from you again?
“The blocker is not the data. It's the shape of the read.”
One month of practice
Run these four reads once a month for a quarter. You'll be surprised how many opportunities surface — and how few of them required any new instrumentation to see.
