Why Continuous Outcome Optimisation is good for business and great for marketers!

By Ben Shapiro on March 15, 2018

Continuous Outcome Optimisation is the process of establishing a regular monthly cadence that allows companies to identify issues that are stalling growth. This process usually consists regular analysis, KPI alignment, a review meeting and ultimately a backlog of activities.

In order to be productive and dynamic in a modern market, this process combined with Growth Driven Design enables a business to create more efficient growth strategies and ideally show results faster.

Here are our top 5 reasons why COO is a demonstrable approach for B2B and B2Member businesses:

  • Efficiency: Defined processes executed on a regular cadence result in increased productivity across teams, operations and costs. The key here is flexibility, try to avoid these process mistakes!

  • Quality: Better practices and efficiency lead to smarter decision making, providing the correct stakeholders are present. COO brings critical information to light, quickly, allowing leaders and managers to make smart decisions before it's too late.

  • Compliance: Improvements in compliance standards are the result of optimised business, as compliance is built into the process. Companies become better able to set and maintain higher standards and deliver appropriate compliance across the board.

  • Performance Monitoring: Performance monitoring capabilities, such as those offered by central dashboards, data analysis, and goal setting, are improved by optimisation, rather than being a one-project that quickly becomes stale. Performance monitoring that is shared with the wider business (subject to sensitivity) is an important tool in empowering staff at all levels and making them invest in the wider goals of the business.

    At Triggerfish we use Databox.com for most of our clients, here is an example of a bespoke Triggerfish Experience dashboard, presenting key metrics across multiple sites and social accounts:


  • Accountability: Optimisation helps ensure that employees and teams are more accountable by providing increased transparency to improve monitoring, reporting, maintenance, and management.

Companies looking to engage with Continuous Outcome Optimisation can expect to undertake two important steps. These steps allow businesses to understand their existing strategies, as well as how these strategies might be increasing or decreasing their ongoing growth and optimisation.

  1. Assessment: In conjunction with Triggerfish, companies should conduct an accurate assessment of their policies and procedures to understand their challenges, as well as their long and short-term goals. This diagnosis will help companies comprehend where they need to improve, as well as the reasons behind any problems and issues they may be facing. Companies can then plan their next steps, as well as understand realistic and attainable long and short term goals associated with their intended growth.

  2. Strategy and mapping: The next step is to strategise a continuous plan for optimisation. This includes ways to improve, insights into how strategies will be executed, team management, and the steps required to meet both short and long-term goals. Business strategy is a core feature of optimisation , so companies must clarify theirs and utilise it as a reference point for their growth plan. Process mapping will help ensure that the steps required to meet strategy requirements are carried out, and will assist in increasing communication and improving actionability.

    One technique we Triggerfish uses with our clients is the Level 10 (or L10) meeting from the EOS framework. You can read more about that here: https://blog.eosworldwide.com/blog/what-the-heck-is-a-level-10-meeting 

Once these steps are taken, companies can monitor their progress on a regular basis and make adjustments to ensure that they remain on track in achieving their growth goals. Continual Outcome Optimisation is an ongoing process, and businesses who aim to engage with it will be able to stay competitive and agile in a modern market.

If you need to show growth fast, we can make it happen. Triggerfish’s 7-step business optimisation and growth strategy process is designed to drive results, facilitating growth and facilitating strategies to ensure that companies thrive in a predictable and profitable manner.