Four Ways to Go From Hypergrowth to Hyper-Efficient Growth

The recent shift in the economy has caused marketers to adopt a "hyper-efficient growth" mindset. To achieve this, marketers should take a fresh look at their ideal customer profiles and personas, rethink their customer's "jobs to be done" and where they fit in, look for efficiencies across the marketing funnel and automate revenue operations wherever possible.

When reassessing the ideal customer profile, consider narrowing the focus, increasing win rates, or widening the definition to fill the pipeline. Additionally, evaluate personas through a budget lens. When it comes to the customer's "jobs to be done", prospects are prioritizing must-have results over nice-to-have tools. To find efficiencies, explore new channels to create awareness and demand, and consider product-led growth or hybrid PLG/sales models.

Finally, to automate revenue operations, have the right data foundation in place to automate lead scoring and routing, and ensure go-to-market teams are prioritizing accounts based on fit with the ICP and intent signals. By following these steps, marketers are able to continue to grow their business and emerge stronger on the other side.