'Inbound & Down' S04 E04: How to Grow From Platinum to Diamond Without Breaking

Sage Levene

Sage Levene
Published November 07, 2018

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On this episode of 'Inbound & Down,' co-hosts Jon Sasala and Danielle Esposito are joined by special guests and Morey Creative Designers Jeff Main and Jon Chim to discuss how to successfully grow your business without breaking.


Growing as a Business

Morey Creative Studios is currently a Platinum HubSpot Partner Agency. While we are extremely proud of that achievement, it's still not quite good enough. In fact, nothing should ever be.

Whether your business or agency is Platinum or Plutonium, there will always be room to improve, learn, and grow. Here are a few tips to set you on a path for success:

1. Set your own SMART goals.

HubSpot defines SMART goals as:

  • Specific: Your goal should be unambiguous and communicate what is expected, why it is important, who's involved, where it is going to happen and which constraints are in place.
  • Measurable: Your goal should have concrete criteria for measuring progress and reaching the goal.
  • Attainable: Your goal should be realistic and possible for your team to reach.
  • Relevant: Your goal should matter to your business and address a core initiative.
  • Timely: You should have an expected date that you will reach the goal. 

Set goals or KPIs (key performance indicators), and actually stick to them. Appoint a 'police officer,' preferably someone outside the organization, who can check in and see that the goals are being met.

2. Eat your own dog food/drink your own champagne.

This is a very glamorous visualization that, at its core, means if you do it for your client do it for yourself. Treat your company like a client who could fire you, and use your company as a testing ground for potential client processes.

3. You need a sales team.

Well, you at least need a salesperson. It's not sustainable to have your marketing team making pitches and closing deals. Sure, it will work for a while, and in some cases, has to work if you're a smaller company, but there comes a point of growth where sales has to be brought in to do their thang.

With a salesperson/team, processes need to be put in place for the handoff from sales to marketing, which leads into the next point...

4. Document all processes.

Document everything. From your culture code, to your client onboarding process, and everything in between. This will align your whole company, so the team can work harmoniously toward your goals.

5. Hire T-Shaped People.

Imagine someone standing with their arms stretched out horizontally, like this emoji 🕺(sorta). The horizontal arms represents the breadth of your company—your services, clients, habits, you name it. The body represents one area of expertise. A T-shaped person knows everything about your company, while also being an expert in a certain subject. These are the players you want on your team. They can answer any question without an, "Uhh... I'm not sure. Let me get back to you..." These people may appear at any time, even when the time isn't right. Often, the best move is to hire them anyway, because eventually the time will be right, and you'll be glad to have them.

To go with the bee motif we have at Morey (Hives for our teams, Swarms for out meetings), I thought it would be fun to call it wingspan, instead of T-shape. Coming up with names is fun.

The concepts covered in this episode are based on an INBOUND '18 Partner Day presentation given by Bob and Verity Dearsley of the B2B Marketing Lab titled, "To Get to Platinum You Need to Know How to Sell, to Get to Diamond You Have to Change Your Business."

Key Takeaways From This Episode:

  • Keep yourself accountable—have a 'police officer' to make sure you’re staying on track with goals.
  • Treat yourself as well as you'd treat your clients.
  • Hire T-shaped (or wingspan) people who know something about everything in your business, while also having expertise in an particular area.


Questions about growing to Platinum and beyond? Comment below, or email us at inbound@moreycreative.com

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