What Are Growth Roles?
Within the Measured in Millions® operating system, Growth Roles define who is responsible for driving and sustaining our company’s growth.
Most organizations have org charts, not growth charts. Titles, departments, and reporting lines exist, but they rarely show who actually owns the work that moves revenue forward.
Growth Roles cut through hierarchy to reveal the real structure of accountability — who starts new relationships, who protects existing ones, who creates demand, and who clears the path.
When these roles are clearly defined, accountability becomes visible and scalable.
When they’re blurred, growth stalls — not because people aren’t working hard, but because no one can see who’s truly responsible for what.
Below you’ll see how our company has defined Growth Roles and how accountability for each growth lever is structured.
Marketing
Marketing is responsible for creating visibility, credibility, and demand in the right markets, turning awareness into inquiry.
Accountability
Responsible: --
Accountable: --
KPIs
Primary Metric: Qualified Relationships
Secondary Metrics:
- Website sessions from priority markets
- Time on page / content engagement depth
Business Development
Business Development is responsible for nurturing new qualified relationships that could change the trajectory of the business into closed won revenue.
Accountability
Responsible:
Accountable:
KPIs
Primary Metric: Net new customers
Secondary Metrics:
- First meetings booked
- Conversion rates through buying journey
- % of accounts key decision-makers have been mapped
Solution Development
Solution Development is responsible for translating customer needs into a clear solution approach, defining what will be delivered and how it creates value.
Accountability
Responsible:
Accountable:
KPIs
Primary Metric: Solution Acceptance Rate (%)
Secondary Metrics:
Quoting & Estimating
Quoting and estimating is responsible for pricing and forecasting the work—assessing cost, effort, risk, and margin before commitments are made.
Accountability
Responsible:
Accountable:
KPIs
Primary Metric: Quote Turnaround Time
Secondary Metrics:
Account Management
Account Management is responsible for expanding and deepening existing relationships to increase margin, loyalty, and share of wallet.
Accountability
Responsible:
Accountable:
KPIs
Primary Metric: Gross Revenue Expansion
Secondary Metrics:
- Retention rate
- Share of wallet growth
Leadership
Leadership is responsible for setting strategic direction, aligning priorities, and removing friction between the functions that drive growth.
Accountability
Responsible:
Accountable:
KPIs
Primary Metric: Operating Profit Margin Growth
Secondary Metrics:
- Employee Retention
- Budget Allocation to Growth Priorities
This structure is designed to help us grow with intention. When accountability is clear, teams are empowered to act with ownership—making better decisions, solving problems faster, and focusing energy where it matters most. Growth Roles give us a shared framework to move forward together, aligned on how we win and who owns each part of that journey.