Step 4: Iterate Record Learnings, Adjust Course, and Reprioritize Backlog Growth marketing drives positive change. With a fresh batch of hypotheses either validated or invalidated, growth teams need to dedicate time to reflect on, and internalize, their findings. By building up an internal repository of market insights and tactical benchmarks, marketers can conduct more effective experiments in the future while adding immense value to the business at large. The knowledge they glean can be used to inform major business and/or product development decisions while keeping internal discourse productive and anchored in objective reality. The ultimate goal of the iteration step should be to develop a sufficiently robust understanding of your business growth funnel that budgetary decisions can be made with confidence. Ideally, growth teams should be able to point to a body of knowledge that proves — or at least highly suggests — that they could fuel additional revenue growth for the company if provided additional budget. It’s these types of strong, data-backed arguments that can help CMOs demonstrate the value of their role and secure their place at the leadership table. 13