The growth department
Most companies buy three or four of these from different vendors and leave the rest. Codax runs all twenty-one under one lead, so every function works from the same plan, the same accounts and the same story.
6
Function groups
21
Functions, run by one team
1
Growth lead who carries the number
1
Account list every function works from
How it fits together
Bought separately, these functions compete for budget and credit. Run as one department, each one makes the next work harder.
Exhibit 1. How the department fits together
Decides who to sell to, what to say and where budget goes.
Reaches the accounts on the list.
Shapes what the buyer finds.
Produces the proof.
Puts accounts in a room.
Records every touch and reports one pipeline number.
Every result goes back into the plan, so the department gets sharper the longer it runs.
01
Outbound, paid, content, events and the website all work the same named accounts, agreed with sales.
02
The site, the founder's posts, the sales deck and the outreach say the same thing in the same words.
03
Every function is measured on qualified pipeline, in one dashboard. Budget moves to what produces it.
Coverage
A B2B buyer meets you many times before a committee signs. Most vendors cover one of those moments. The department covers all of them.
Exhibit 2. Which group leads at each stage
| The buyer | Demand | Presence | Content and credibility | Events |
|---|---|---|---|---|
| Researching the category Searching, asking AI, reading | Leads | Supports | Leads | Supports |
| Checking you out The site, the founder, the company page | Leads | Supports | ||
| Starting a conversation A reply, a registration, a first call | Leads | Supports | Leads | |
| The committee deciding Evaluation, references, procurement | Supports | Supports | Leads | Supports |
Lead and plan and Operations run underneath every stage.
01
Lead and plan
Decides who to sell to, what to say, which channels run and where the budget goes. Every other group works from it.
In the department
Sets the plan, the account list and the story for the other five groups.
A senior growth lead who owns the qualified pipeline number, sets the channel mix and moves budget to what converts.
What you get
The ideal customer built from deals already won, and an account list agreed with sales before anyone is contacted.
What you get
The rules the department runs on, agreed in writing before the first campaign.
What you get
02
Demand
Reaches the accounts on the list through every channel at once, so the buyer meets one company and not four campaigns.
In the department
Takes the list from Lead and plan. Sends buyers to Presence and Content. Fills Events.
Programmes built around named accounts and their buying committees, by segment, role and level of engagement.
What you get
Outreach from a named executive to verified contacts, built to land in the inbox, with replies routed to sales the same day.
What you get
Paid spend pointed only at the accounts that matter, with retargeting on everyone who engaged.
What you get
Customers, users and prospects held as one audience and spoken to by persona at every stage.
What you get
03
Presence
Buyers check the website, the founder and the company page before they reply. Presence makes sure what they find matches the company.
In the department
Converts the attention Demand creates, and carries the story Lead and plan sets.
The executive becomes a name buyers recognise, with a steady publishing rhythm built from recorded interviews.
What you get
Company channels rebuilt for the buyer, with a publishing calendar planned a month ahead.
What you get
A site built to convert a considered buyer, with tracking in place before the first campaign.
What you get
One visual system across every touchpoint, so everything looks like one company.
What you get
Large web builds and video production are delivered with partner studios that Codax manages.
04
Content and credibility
Most B2B firms are better than their market can see. This group turns expertise, results and relationships into material a buyer can find and trust.
In the department
Feeds every Demand channel, fills Presence and arms sales for the committee.
Expertise turned into content on a steady cadence, with every piece cut for every channel.
What you get
Search built around the questions buyers actually ask, on a technically sound site.
What you get
Being named when a buyer asks an AI assistant who to talk to.
What you get
The material sales puts in front of a committee, written from the same story as the site.
What you get
Third-party proof made visible, so buyers hear about you from someone else.
What you get
05
Events
Where engaged accounts meet the company live. Each event is built, filled and followed up like a campaign.
In the department
Filled by Demand, programmed by Content, and every attendee tracked in Operations.
A webinar programme with topics scored against buyer interest and outside speakers who draw the right audience.
What you get
Executive sessions for named accounts, often co-hosted with partners who share the same buyer.
What you get
Meetings booked before, conversations captured during and every contact followed up after.
What you get
Event production and booth builds are delivered with production partners that Codax manages.
06
Operations
The wiring underneath. Without it nobody can say which activity produced which deal.
In the department
Records every group's work, routes signals to sales and feeds results back to the plan.
The CRM as the record of truth, with stages, routing and alerts built so no signal falls through.
What you get
One view of outbound, content, events, pipeline and ARR, shared with sales and leadership.
What you get
Beyond the twenty-one
Partners work to the same plan, account list and dashboard as everything else. The growth lead briefs them, reviews their work and carries the outcome. You still deal with one team.
Not every engagement uses every function. The assessment decides which run, and in which order.
Start here
Findings shared in full, with a prioritised repair list and the functions we would run first, before anything is agreed.