OVER TO YOU
The three dimensions of growth
What the three dimensions of growth demand from marketing.
Resources to accompany chapter 2 of Make Marketing Matter: Change perceptions. Drive performance. Architect growth.
Definitions in this chapter
the three dimensions of growth enabler.
The x-, y- and z-axes through which a marketing ecosystem architects growth: audience attention, business outcomes and growth strategy.
the perfect pairing tool.
A subset of your audience where customer value and business value reinforce each other. Also known as the Ideal Customer Profile (ICP).
the x-axis: audience attention dimension.
A dimension of growth. The scarce, valuable commercial asset to be earned, sustained and converted into action.
the y-axis: business outcomes dimension.
A dimension of growth. The results owned by others in the business that are enabled by action from the right audiences.
the z-axis: growth strategy dimension.
A dimension of growth. The deliberate choices the business makes about where and how to grow so decisions compound over time.