My career has sat at the intersection of growth, demand generation, and marketing. I've led teams at venture-backed startups and at companies you've probably heard of. My concentration is in B2B SaaS and developer tools, including open source software, but the experiments here reflect broad B2B experience across Enterprise and PLG, and across sales-led, product-led, and hybrid go-to-market motions.

Outside of work, I'm also a certified yoga teacher. Growth, to me, is not just a professional discipline. It's a mindset that applies equally to how you build a company and how you build a life. The patience, consistency, and willingness to start where you are rather than where you wish you were are as relevant on the mat as they are in revenue growth.

What I've found over 12 years is that most growth teams spend too much time debating what to run and not enough time running it. The best programs start with a proven playbook, then build the discipline to prioritize, execute, and learn from experiments quickly. They ship fast, document everything, and compound that learning over time.

The Revenue Growth Guide is a distillation of 103 experiments I've run, studied, or advised on across the companies I've worked with. Every card is written the way I'd brief a strong marketing manager: here's what you're testing, here's how to set it up, here's what to watch, and here's what good looks like.

Most experiments will fail, and that's fine. The goal is not to run experiments that work. The goal is to run enough quality experiments to find the few that have outsized impact and then scale them before your window closes. A 10–25% success rate on a well-run experiment program compounds into significant revenue over time. A 50%+ success rate usually means you're not taking risky enough shots.

Attribution will always be imperfect, and chasing perfect attribution is often more expensive than the budget you're trying to attribute. Get good enough tracking in place, understand where your data gaps are, and make decisions accordingly. The teams that obsess over multi-touch attribution models while their competitors are shipping experiments are usually losing.

And the most underrated growth skill is not technical or analytical. It's the ability to write clearly, which is really the ability to think clearly about what you're trying to do and why a specific person should care. Generic copy is the most common reason a good experiment underperforms. The best version of any message is the one written with that person's specific situation in mind: their role, their company's stage, the problem they're actually trying to solve today.

The Revenue Growth Guide covers 103 experiments across 8 categories: Website and Product, Digital Ads, Content, Social Media, Events, Sponsorships, Email & User Comms, and PR & Influencers. Each experiment is written as a complete, actionable card with 7 attributes: description, metrics to monitor, tools and technologies, a step-by-step guide, variations to explore, considerations to review before you start, and expected results.

The experiments range from tactics you can launch today with no budget (SEO content refresh, inactive user re-engagement emails) to programs that take a couple of months to set up (user conferences, co-branded content, new user onboarding experiences). The Before You Start section covers the pre-work that makes the difference between experiments that produce clean learnings and those that don't.

If you have feedback, a question about a specific experiment, or want to share what's worked for your team, reach out directly.

A note on how this guide was made: every experiment in this guide is one I have run personally, seen a colleague run, or advised on directly at companies I have worked with. AI was used to help with consistency in content length, formatting, and the functional build of this guide.