Growth efficiency: Marketing's existential metric

This report offers a new metric, growth efficiency, which when used by marketers should help scale profitably.
  • A common pattern among brands seeking to scale up is that at a certain point, growth plateaus, becomes more expensive, and previously strong performance marketing metrics decline.
  • For brands scaling up, sales efficiency (how efficiently we can convert sales today) is less important than growth efficiency (how efficiently we can generate sales growth going forward).
  • Using Tracksuit brand awareness data for all brands in our study, we have been able to prove a robust positive correlation between brand awareness and growth efficiency....

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