Use data to identify key metrics, test strategies, and drive smarter decisions for consistent growth.
Most teams grind for growth, but the best ones systemise it. In this step, you’ll see why a structured approach always beats random tactics. You’ll follow Random Rick, Specialist Steve, and Solid Sarah to understand how a system-driven growth approach can double revenue without doubling workload.
Introduction
Lean Analytics explores how startups can use data to accelerate growth, reduce uncertainty, and refine business strategies. Alistair Croll and Benjamin Yoskovitz build on the principles of the Lean Startup methodology, focusing on actionable metrics to drive decision-making. They argue that analytics are not just numbers but a way to test assumptions, validate ideas, and guide resource allocation in a startup's uncertain environment.
Croll and Yoskovitz stress that while intuition and creativity are vital for entrepreneurs, relying solely on instincts can lead to self-deception. Startups succeed by leveraging data to test hypotheses, uncover truths, and iterate towards product-market fit.
Analytics serves as a counterbalance to entrepreneurial optimism, allowing founders to confront hard truths about their businesses. The book introduces the "One Metric That Matters" (OMTM), urging startups to focus on a single, pivotal metric depending on their business model and stage.
The book aligns with Lean Startup principles like Build-Measure-Learn cycles and Minimum Viable Products (MVPs). Startups should measure progress not by traditional financial metrics but by "innovation accounting"—quantifiable indicators of learning and adaptation.
The authors outline five stages every startup goes through:
Each stage has specific metrics tailored to six business models, including e-commerce, SaaS, and two-sided marketplaces. For example, a SaaS startup in the "stickiness" stage might focus on churn rate, while an e-commerce platform in the "revenue" stage would track conversion rates.
Croll and Yoskovitz caution against "vanity metrics" like total sign-ups or page views, which offer no actionable insights. They recommend focusing on ratios, leading indicators, and cohort analyses to reveal patterns and guide strategy.
For instance, instead of celebrating app downloads, a startup should track user retention or engagement rates, as these provide a clearer picture of customer value and product success.
The book features over 30 case studies, such as Airbnb’s use of professional photography to improve listing appeal and Circle of Moms’ pivot based on user engagement data. These examples demonstrate how startups can use data to validate ideas, prioritise efforts, and achieve meaningful growth.
The authors provide actionable tools, including:
Lean Analytics champions a disciplined approach to startup development, blending creativity with rigorous measurement. By focusing on meaningful metrics and iterating quickly, startups can reduce waste, optimise resources, and build products that truly meet customer needs.
This book is an essential guide for entrepreneurs, intrapreneurs, and business professionals looking to harness the power of analytics to build smarter, faster, and more resilient businesses.
If your marketing and sales teams are too busy firefighting — fixing tools, chasing data, and dealing with messy handovers — you’ll never have time to focus on real growth. The Growth Operations Programme fixes your operations first, so you can finally work on scaling up.
Solid Growth helps B2B service companies scale — not with random tactics, but with clear systems that align marketing and sales into one predictable growth engine. Built on 13 years of hands-on experience — helping teams move from firefighting to predictable, repeatable revenue growth.
15 years experience
1,500 marketers trained since 2015
Exited 6 companies
My name is Ewoud Uphof, a marketing strategist with 15 years of experience. I've been fascinated by growth since 2010, and I created this guide out of a passion for sharing what I've learned. These guides are a way for me to give back to the marketing community and are also linked to my video course, which covers these topics in even greater depth.
Miro is a collaborative online whiteboard tool that enables teams to brainstorm, map workflows, and visualise ideas in real time.
HubSpot Marketing Hub is a B2B marketing automation platform with CRM integration, powerful workflows, and multi-channel marketing tools for scalable growth.
Customer.io is a flexible automation platform designed for precise segmentation and real-time messaging, ideal for B2B service businesses.
Omnisend is an all-in-one marketing platform designed for e-commerce businesses. With powerful automation and seamless integrations, it helps businesses scale their email and SMS marketing efforts effortlessly.
Find and fix what’s slowing your team down. This free scan assesses your marketing, sales, and automation setup, giving you clear recommendations to improve efficiency and eliminate bottlenecks.
Free up a full day every week to focus on growth. We'll fix the systems, tools, and workflows holding your team back.
Master Compound Growth at your own pace—perfect for individual marketers and consultants who want a structured, repeatable way to grow.
Find and fix what’s slowing your team down. This free scan assesses your marketing, sales, and automation setup, giving you clear recommendations to improve efficiency and eliminate bottlenecks.
A structured, hands-on programme designed for teams that want to fix bottlenecks, systemise execution, and scale growth predictably.
Use data to identify key metrics, test strategies, and drive smarter decisions for consistent growth.
Find and fix what’s slowing your team down. This free scan assesses your marketing, sales, and automation setup, giving you clear recommendations to improve efficiency and eliminate bottlenecks.
Free up a full day every week to focus on growth. We'll fix the systems, tools, and workflows holding your team back.