Achieving faster growth and increasing profit with the flywheel

Two words—customer experience. This is what every business today should be focused on in order to ensure business continuity (BC) and growth. As Brian Halligan, Chairman of HubSpot, succinctly put it, "It used to be what you sell that really matters, now it's how you sell that really matters." Flywheel is a term derived from mechanical engineering. It describes a circular object whereby once an additional force is applied to it, more energy is produced, causing the object to rotate faster.

This concept was then adopted in marketing in the last decade as it became clearer that for companies to generate a continuous supply of leads and prospects, they must rely on their customers to produce that momentum for them. Therefore, any friction that interferes with a good customer experience will automatically slow this momentum, resulting in fewer leads and—eventually—sales.

It is therefore...