Model
The Growth 360 Model.
An operating model for digital marketing as a multidimensional project: a Step 0 plus twelve-step cycle that treats campaign performance as a lagging indicator.
Growth 360 Model — cycle diagram
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the model visual on /frameworks/growth-360-model/
The premise
Digital marketing fails at the start far more often than at the finish. The Growth 360 Model begins from one observation: a campaign is not a task but a multidimensional project — and campaign performance is a lagging indicator of decisions made long before launch.
Part of the wider shift → What is digital marketing transformation?
The cycle
The model runs as a preparation step — Step 0, where a growth idea becomes a formal request — followed by a twelve-step cycle in three phases. Foundation: diagnosis, the kickoff, the 360° touchpoint audit and the de-brief. Execution: analysis, strategy, and the launch with its first 72 hours. Optimization: reporting, financial reconciliation, and the period-end review that opens the next cycle. Two evaluation gates — one after analysis, one after strategy — force the project to stop and ask whether the foundation holds before building on it.
The four principles
- Diagnose first, then treat. The foundation phase is a diagnostic process; a campaign launched without it is a prescription without an examination.
- Manage by standard, intervene by exception. Every campaign gets pre-agreed performance standards, so attention goes only where reality deviates from them.
- Undocumented work is unfinished work. Every step produces a document — proof the step happened, input for the next one, and the project’s institutional memory.
- The cycle never ends. Step 12 is also Step 0 of the next period: lessons feed back, the system matures, and change is absorbed rather than suffered.
The 360° touchpoint audit
At the center of the foundation phase sits the audit that gives the model its name: a systematic mapping of every point where a brand meets its customers. Six core areas — social content publishing, social engagement management, location-based services, live chat and messaging, community management, and reviews and complaints — extended with business-model-specific areas where needed. Even a mid-sized brand has more than a hundred digital touchpoints; most teams audit a tenth of them. The model makes the rest visible.
The role
The model is operated by a role, not a committee: the Growth Project Manager — the person who owns the cycle end to end, coordinates stakeholders across functions, and manages by standard.
The model is developed in full — with templates, checklists and a complete worked case — in the book.