Setting activities with a long-term scope
In this Friday episode, Mattias is looking back at the week and mainly focuses on the "Triangle of Growth"-conference the whole iGoMoon crew attended.The conference was all about iGoMoon's triangle of growth and the processes around it. Mattias goes a bit more into detail and explains the triangle of growth. The "TOG" is the three-step partnership model for growth at iGoMoon. The different service levels are:
Depending on what level the customer is on, they unlock different parts of the process.
Creating long-term relationships
Mattias also talks about the reason why his agency started to implement this TOG model in the first place: iGoMoon's background is one of a project-driven agency business. When they discovered and decided to focus only on HubSpot they understood the benefits of working with their customers long-term. He compares his business in the early days with selling TVs. Once they had sold one, they had to go on the hunt for a new customer to sell a TV to. Creating long-term partnerships and strong customer relations was something Mattias wanted to do in order to grow his business.
Aligning sales and marketing
Mattias also explains how historically B2B marketing has always been very project-driven, however more and more customers want to align sales and marketing towards a united goal. In order to combine these two successfully and make them "team revenue" instead of being two separate departments, you cannot have the marketing team work in a project-driven process while the sales team works in a way that is a lot more agile.
The key to a working unification of these two departments is letting them both work in an agile manner. You need to create a modern process to reduce friction for your customer.
Become a partner, not a problem solver
At the conference, the team at iGoMoon focused especially on the “grow” level of the TOG, and everyone planned three-month activities for their customers. Mattias explains how this is a challenge they are often faced with. The activities they plan with their customers are usually too short and only about a time span of one month. Mattias says that three months would be a lot more efficient because of a simple reason. When working together with a customer for only a short period of time you usually end up being the problem solver and the customer tells you what to do. When you are working together with them long-term, on the other hand, you get the chance to proactively challenge the customer and develop something from there. Like this, you also create a real partnership experience between you and your customer, which is beneficial for everyone.
💡 EPISODE TAKE AWAY
You need to create a modern process to reduce friction for your customer.
How do you ensure growth for you and your customers?