PLAYBOOK
CEO Growth Guide
Break free from founder-led growth. Build an engine that scales without CEOs touching every deal.
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10 minutes to read. One clear action you can take today.
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Sneak peak of some pages…
The numbers that are raising eyebrows
- 48% of new business comes from founders♥. Lovely at the start. Useless when you want to scale.
- 33% of new business should come from marketing♦. What’s yours? Have you checked?
- Customer expansion can account for 52% of new revenue♣. But only if you invest in it rather than hoping customers magically upgrade themselves.
♥ Marketing Graham, September 2025, n = 134 respondents ♦ LeanData, 2022, n = 311 respondents ♣ Ebsta, February 2025, n = $48bn opportunities
The ‘Growth Trap’ many CEOs fall into
You’ve grafted your way to early wins. Old colleagues, mates of mates, that one guy you met at a conference who still owes you a drink.
But now half your revenue still depends on you doing the selling. Not ideal when you’re meant to be running a company.
Sales keep shouting for backup, investors are muttering about scalability, and you can’t take a holiday. Founder-led growth is brilliant… until it isn’t.
What you’ll get from the playbook
Bottle your magic so your team can sell without wheeling you into every call
Build a balanced engine across demand capture, demand creation, and sales enablement
Measure what matters: marketing-sourced pipeline, LTV:CAC, and sales cycle length
Frequently Asked Questions about the CEO Growth Guide
Who is this playbook for?
UK founders and CEOs who are still central to winning deals and know the formula can’t scale.
What evidence is used in the playbook?
The advice is based on my decades of experience as a marketing leader, plus my independent surveys and research from Gartner and others.
How will it help me scale?
It’s a quick read, because you’re busy, and provides a framework for a lean strategy. At this stage, you don’t need a plan for writing a 50-page strategic bible. Quick action and fast results are the key.
Does it include practical steps I can take today?
Yes. It offers advice on how to bottle your magic, build an engine and measure the results accurately.
Plus, quick wins, what to avoid and what good looks like.
If I need further advice will you help?
Absolutely. Book a 45-minute growth call, and I will do my best to help.
If you skip this, here’s what will happen:
- You remain the bottleneck. And also the most expensive salesperson on the payroll.
- Your growth plateaus because your pipeline relies on luck, favours and free space in your calendar.
- Your rivals inch ahead while your busy ‘jumping on another call’.