Contexts
What changes for a business like yours
The disciplines answer what method. This answers what changes when you apply it to a particular business. Most companies are hybrid, so treat these as two independent dimensions rather than one label for the whole organisation.
By business model
What you sell, and how revenue arrives.
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B2C ecommerce
Short consideration cycles, high volume, purchase as the outcome. The easiest place to measure and the easiest place to fool yourself.
3 of 12 written
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B2C subscription
Recurring revenue moves the question from acquisition to retained value, and makes pull-forward the main way a good result turns out to be nothing.
2 of 13 written
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B2B SaaS
Long cycles, account-level outcomes, and a sales team standing in the middle of the journey.
2 of 8 written
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Marketplace
Two sides, where an intervention on one moves the other.
1 of 3 written
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B2B2C / partner
Someone else owns the customer relationship, and usually the data about it.
0 of 1 written
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Local / omnichannel
Physical locations, offline conversion, and geography as the natural unit.
1 of 2 written
By growth motion
Which function leads the journey.
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Marketing-led
Marketing owns the journey from awareness through to conversion.
3 of 11 written
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Sales-led
A rep closes, so marketing's contribution is a handoff rather than a conversion.
1 of 5 written
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Product-led
The product does the converting, and marketing brings people to a self-serve motion.
1 of 12 written
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Partner-led
Growth arrives through affiliates, resellers, or integrations.
0 of 0 written
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Lifecycle-led
Existing customers, repeated contact, and a contact budget that runs out.
2 of 17 written