I’m not sure I should be sharing this with everyone but…
I’ve finally cracked something that’s been holding B2B tech businesses back for years.
A formula that, when applied properly, can double your revenue, without increasing your marketing budget by a single cent.
But (and its a big but), it only works if you fix one of the most overlooked barriers to growth first.
You need full buy-in from your CEO or MD.
This is the hard part. Because most companies aren’t being held back by a lack of capability. They’re being held back by a disconnect between those who lead the business and those doing the work.
It’s Like Climbing a Mountain With the Wrong Gear
Let’s use a simple analogy.
You send your sales and marketing teams to summit a mountain. But leadership never checked the gear. The gear they’ve packed is outdated, clunky, and built for a totally different terrain.
They’re using tools and tactics from five years ago because it’s what they’re used to. Maybe a few have tried out new equipment, insight tools, AI automations, slick frameworks, but without a strategy behind it, those tools become distractions, not solutions.
Now throw in bad weather on that mountain! Market shifts, buyer confusion, budget pressure. Suddenly the climb becomes near-impossible, not because the mountain is too high, but because the team isn’t equipped or coordinated.
If you have more budget, great. but if you don’t know where and how to spend it effectively, you are just pouring good money after bad, unless you have a clear path.
So here’s the “secret” formula:
((Team + Management) × Strategy) + (Current Budget × Strategy) = Revenue × 2
Let’s break it down:
- (Team + Management)
Your people and your leaders must be united. Same goals, same language, same priorities. No more sales blaming marketing. No more CEOs bypassing the strategy and chasing shiny objects (now I know we have all had one of those CEO’s! 😉) - × Strategy
Alignment means nothing without direction. You need a strategy that is data-informed, buyer-aligned, and adaptable to market shifts. - + (Current Budget × Strategy)
Your existing budget becomes exponentially more effective when it’s driven by strategy. No more wasted spend, trials are coordinated to drive data to learn from, so that tests are not wasted spend they are educating our next move. No more campaigns launched before the website is ready. Everything happens in the right order, at the right time.
Example: A B2B SaaS Company Stuck in the Middle
Let’s say you’re a mid-sized B2B SaaS business with a $500K marketing budget.
Before:
- Sales and marketing don’t talk (or work together)
- Messaging is generic (although senior management think its a differentiator).
- Paid ads drive traffic to outdated landing pages (with weak CTAs)
- Campaigns run independently with no coordination.
Result?
Flat growth, wasted spend, lots of activity with very little impact.
After applying the formula:
- Leadership fully backs the GTM strategy (they see the value and potential and re-affirm the strategy to the whole business).
- Sales and marketing co-create messaging that aligns to customer needs.
- Budget is reallocated based on performance and buyer journey stage.
- Campaigns are launched in sync with content updates and sales sequences.
- Inbound and outbound strategies mean clients are coming to you, and are aware of your value.
Result?
Over 2x pipeline, higher win rates, shorter sales cycles, same budget.
This isn’t a magic wand – it’s a reminder to get your house in order!
Most companies won’t do this.
They’ll keep believing their own story, that what worked in the past will work again, that a few tweaks will be enough. They’ll run the same campaigns, with the same messaging, cross their fingers and hope.
Those that choose alignment, strategic clarity, and leadership buy-in – They climb smarter, not harder, and guess what, the revenue follows.
Ready to Apply This to Your Own Climb?
- Start by sending this to your CEO.
- Ask the hard questions.
- Get your team around the table and map where the misalignment lies.
Because the path to growth isn’t just more spend, it’s smarter leadership and orchestration.
