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Mike Lieberman, CEO and Chief Revenue ScientistWed, Jun 7, 2017 4 min read

Does Your Business Have a Growth Stack?

{}It’s a question you’re going to hear more and more: Does your business have a growth stack? The name might be relatively new, but you might already be familiar with the idea—in fact, your business might already have one in place!

What Is It?

The first question you probably have is: “What is a growth stack?” It’s a good question.

A stack is a set of tools that work together to support a specific result. Most stacks support marketing, sales, and communication with customers. A seamlessly integrated set of tools designed to support growth is called a growth stack.

More Tools, More Problems

Most companies have any number of tools to support their sales, marketing, and customer communication efforts. As more tools have appeared on the market, however, new problems have cropped up for firms.

One of the biggest problems is the adoption of various tools over time. Most companies pick and choose their apps and tool upgrades, adopting them in a piecemeal and sometimes haphazard manner. You might adopt a communications app as part of a plan, but six months later, someone says you absolutely must adopt a new project management tool. You get the new tool—and then find out it doesn’t work with your communications app.

Then there’s the issue of tools overlapping each other. Your new communications app might have some features that overlap with the CRM, and the project management tool has the same functions as the communications app. Suddenly, your team’s communication is scattered through several tools, and inefficiency is everywhere.

Stacking the Deck

Obviously, this situation is a dysfunctional stack, a set of tools where the pieces have been cobbled together from several different sources, leading to duplication and missing pieces. The result can be disastrous for your sales and marketing, for your customer communications, and for your firm as a whole.

A functional stack is important, and even more important is a growth stack—a set of tools designed to work seamlessly together to foster growth.

Do You Need One?

The advantages of a growth stack are numerous. Since the tools come from a single provider, they’re guaranteed to work seamlessly together—no more red tape between app developers who want you to use their app’s function, or tools that simply don’t support one format or another.

The tools in the stack not only work seamlessly together, they’re all geared for the same specific goal: Growth. They eliminate duplication and make streamlining processes simpler and easier. In turn, your team members can use the tools more effectively to increase growth. If you don’t already have one, you need to consider getting one.

You might not want to let go of some of the tools you’ve already invested in. After all, you had to put time and effort into training everyone to use those tools, and the cost of implementation wasn’t anything to scoff at.

But if the tools you’re using hinder your team, you need to leave them behind—it could ultimately cost your business more to continue using ineffective tools.

How to Get One

Once you’ve decided to adopt a growth stack for your firm, getting one is fairly easy. HubSpot’s Growth Stack is a great example of a product suite that works together. Since many businesses already use some of HubSpot’s tools in some way, implementation can be a breeze.

If you’re still not convinced this solution is for you, conduct a quick review of all the tools you have in your pocket—and ask your salespeople how well they’re working together. Chances are your salespeople are wasting a lot of time using tools that just don’t work together. A functional stack geared for growth is worth the investment.


Mike Lieberman, CEO and Chief Revenue Scientist

Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.