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The flywheel

At Aptitude 8, we believe that the disciplines of Marketing, Sales, and Customer Success, are inherently interconnected. As companies grow, they naturally tend to group people and goals into departments as a way to create communities and coordinate efforts. This is how silos form within companies, impeding each department's ability to work together.

Despite the silos, these departments share not only software tools, but the common goals of the company at large. Each group is a part of the same journey of attracting prospects, engaging them, converting them to customers, and then delighting those customers to create advocates which generate upsell and cross-sell opportunities. We like to think of each group as a part of the bigger flywheel of a conjoined revenue engine, instead of disparate groups with disconnected goals.


8 critical components of a b2b flywheel

8 core functions of the business tech stack are core to each of these disciplines: Marketing Automation, CRM, Billing Management, Sales Engagement, Web Design & Development, Demand Generation, Data & Analytics, and Strategy. At Aptitude 8, we have formed teams focused on each of these functions, which we call Practice Areas. We pride ourselves on going deep in each Practice Area, while also understanding how they work together in harmony. We strive to avoid seeing every problem as a nail by never letting ourselves become 'just a hammer'. We believe that problems require multifaceted solutions, which is why we approach every project with expertise across multiple disciplines.

The 'how'

We believe that what we do is just as important as how we do it. We follow agile methodologies for each project, regularly meeting with client teams to plan out work, and then having breakouts with each practice area team to define the work for the upcoming sprint. For each client and project, we appoint a ‘CEO’. The Project CEO is an Aptitude 8 Practice Area lead and manages people and resources to achieve the goals of our client and their overall business. At any given time, there may be multiple people and teams working on components of projects and initiatives across each practice area; some may not interface with you, while some may interface with multiple contacts across multiple departments of your business. We have had a fully remote team since day one, as we believe that the best talent isn't limited to an area within 20 miles of our offices.


One of the primary benefits of a fully remote team is a strict adherence to project management, communication, and processes to ensure things don't get missed.

We communicate constantly with our internal teams as well as with our client direct contacts. We have sophisticated project management software and practices we take as seriously as the systems we build for customers, so we never miss a beat. We carve out time for our staff to stay ahead of industry and market trends, and engage in constant learning and improvement so we bring the freshest ideas and solutions to the table.

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