C-Level Marketing Module 8: Strategic Growth
•December 3, 2025
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Why It Matters
Adopting this strategic lens helps companies prioritize scarce resources on the highest-value growth paths and prevents leaving revenue on the table; it also elevates marketing’s role into a revenue-driving, cross-functional leadership position. Marketers who master these frameworks can materially improve lifetime customer value and overall company trajectory.
Summary
The session reframes marketing as a subset of strategic growth, urging senior marketers to adopt a bird’s-eye view and contribute to company-level decisions beyond tactical execution. The speaker defines growth as maximizing total customer value through three core levers—acquire more customers, increase average deal size, and drive repeat business—and details specific tactics like pricing, onboarding, churn reduction, upsells, referrals, new products, markets and M&A. He advocates using the Profit from the Core framework—optimize the core, pursue one-step adjacencies, then two-step adjacencies—to prioritize opportunities rather than chasing every avenue. The talk draws on the speaker’s experience shifting from CMO to chief growth officer to show how marketing can lead cross-functional growth efforts.
Original Description
This module teaches you how to think about growth at a true C level by looking far beyond traditional marketing levers. Shiv breaks down how companies actually expand revenue through innovation adjacencies pricing new markets and value chain expansion and how CMOs must evolve from functional operators into strategic business leaders.
You’ll learn the Profit from the Core framework product S curves adjacency mapping and how to identify your company’s real source of market power. Shiv walks through the strategic mistakes most companies make when chasing new opportunities and shows how world class businesses like Shopify and Atlassian expand in the right order to increase customer value and build a durable moat.
This session is designed to elevate your mindset from marketing strategy to company strategy so you can influence executives guide investment decisions and lead your organization through its next phase of growth.
⏱️ Time Stamps
00:00 Why strategic growth thinking separates CMOs from executives
01:10 The shift from marketing owner to business growth leader
03:05 The three ways any business grows and how they apply to B2B
04:40 Expanding total customer value through churn LTV and upsell
06:25 Every company is drowning in growth opportunities
08:10 Understanding the core business and your true source of market power
10:40 Profit from the Core framework and adjacency mapping
13:25 Why maximizing the core must come before expansion
15:40 How product innovation extends the S curve
18:00 The role of new products markets and value chain steps
20:25 Examples of good vs bad strategic expansions
22:30 How Shopify expanded across its entire value chain
25:55 Mapping your own growth levers across risk and resourcing
28:20 Build buy or partner and when to use each
31:10 Why focus is everything and most companies chase too much
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