In business, creating video content for the sake of aesthetics alone rarely delivers a return on investment. On this episode of the Service Impact Podcast, Rachel Koehler (Director of Video and Photography) and Shellie Chiavetta (Director of Brand and Content) at Outside Communications unpack how to bridge the gap between creative execution and business strategy. They discuss how service-based businesses can move past the impulse to "just make a video" and instead build an intentional video ecosystem—categorizing content into trust-building assets and conversion drivers—to directly impact the bottom line.

Key Takeaways

• Strategy Over "Art for Art’s Sake": High production value is meaningless if a video does not solve a specific business objective or support a broader brand strategy.
• The Trust-Building Category: Documentary-style founder stories, anniversary milestones, and emotional brand videos create psychological affinity and set clear expectations for what it is like to work with your firm.
• The Conversion-Focused Category: Bottom-of-funnel videos serve a distinct purpose—reducing friction in the decision-making process and driving measurable action.
• Strategic Ecosystem Placement: Where a video lives (website homepage, dedicated landing pages, or targeted campaigns) is just as important as the messaging itself.
• Identifying Your Starting Point: Determining whether to produce a trust video or a conversion video first depends entirely on where your current sales funnel experiences the most friction.

The macroeconomic environment for the home services industry has shifted dramatically. The unprecedented post-COVID high of endless organic demand, cheap debt, and skyrocketing valuations has come to a close. For home service founders, owner-operators, and private equity board members in HVAC, plumbing, roofing, and electrical, the playbook that drove growth in 2022 will cause bankruptcy today. In this episode of the Service Impact Podcast, host Lance Fisher unpacks how the industry arrived at this turning point and outlines the definitive back to basics operational framework required to build real enterprise value in a tough economy.

Key Takeaways

• The Operation Hangover: The massive consumer demand of 2020–2023 masked deep operational inefficiencies, leaving many businesses with bloated overhead and sloppy processes.
• The Lock-In Effect: Elevated interest rates have stalled housing turnover, shifting consumer behavior from high-ticket system replacements to reactive repairs.
• The K-Shaped Market: A deep divide has formed in M&A; premium valuations are still reserved for businesses with immaculate data and recurring revenue, while mediocre operators face severe discounts.
• Owned vs. Rented Audiences: Winning operators are shifting budget away from expensive, "rented" Google leads and mining their own CRM data through database reactivation.
• Density Over Distance: Driving profitability requires pairing route density with hyper-local marketing density to drastically lower customer acquisition costs (CAC).

The Perfect Storm: Rewinding to the Post-COVID Boom

To understand the current margin squeeze, we have to look back at the start of the decade. Between 2020 and 2023, the home services sector experienced an unprecedented economic alignment:

• Forced Proximity: Consumers spent 24 hours a day at home, immediately noticing every draft, leak, and system inefficiency.
• Capital Abundance: Government stimulus coupled with near-zero interest rates flooded homeowners with discretionary cash.
• Sloppy Growth Habits: Because the phone rang without effort, critical operational disciplines—such as technician sales training, route optimization, and overhead control—were largely ignored.

The Private Equity Gold Rush and Valuation Decoupling

As top-line revenues surged by double digits, Wall Street and institutional capital took notice of the highly fragmented, recession-resistant home services market.

• The Multiples Frenzy: Average mom-and-pop shops began fetching valuation multiples previously reserved for high-growth tech startups.
• The Diligence Deficit: Private equity platforms executed rapid roll-up strategies with speed as the primary driver, underwriting deals on the assumption that aggressive price hikes could indefinitely cover high debt service.
• The Reality Check: Operators who over-leveraged to buy assets at peak valuations are now experiencing severe cash flow pressure as market tailwinds subside.

The Macro Shift: Enter the Lock-In Effect

The economic music has stopped, driven by stubborn inflation and elevated interest rates. This shift has altered consumer behavior in two fundamental ways:

• The Housing Freeze: Homeowners sitting on ultra-low mortgages refuse to sell. When residential mobility plummets, high-ticket installations (like whole-home HVAC overhauls) drop with it.
• The Bid-Heavy Consumer: Discretionary cash has dried up. Consumers who once signed tablets without blinking are now gathering four to five competing bids, opting for repairs over replacements.

The 5-Part "Back to Basics" Playbook

When market tailwinds vanish, elite operators look inward at the business, focusing on ruthless efficiency and operational excellence. Lance highlights five core pillars:

• 1. Radical Data Hygiene and Tech Integration: Move away from whiteboards and messy CRMs. High-performing platforms leverage real-time KPIs and integrated dispatch software to minimize technician windshield time and track exact customer acquisition costs.
• 2. Surgical Marketing and Local Density: Stop throwing broad budgets at expensive pay-per-click (PPC) campaigns. Shift focus to database reactivation—mining past customers with aging systems—and dominate specific zip codes to build hyper-local brand awareness.
• 3. Insulating Recurring Revenue: Maintenance and membership agreements are a company’s lifeline. High-value businesses ensure that 20% to 30% of their revenue is locked into recurring service agreements.
• 4. Multi-Trade Cross-Selling: Maximize every single truck roll. If an HVAC technician is in a basement fixing a furnace, they must be trained to inspect the water heater or electrical panel, maximizing customer lifetime value without increasing acquisition costs.
• 5. Workforce Optimization and Career Pathways: Margin expansion no longer comes from simply raising prices; it comes from fixing internal leaks. Invest heavily in technical, soft skills, and sales training to retain top technicians who represent the face of your brand.

Your website is more than just a digital business card; it’s the engine that drives your growth, SEO, and customer experience. But with so many platforms available, how do you know if you need the high-performance customization of WordPress or the streamlined simplicity of a hosted builder like Wix or Squarespace? In this episode of Service Impact, Lance Fisher breaks down the "why" behind the platform wars. We explore how your current stage in the business journey, your long-term scalability needs, and your appetite for technical complexity should dictate your choice.

Key Takeaways

Key Takeaways

• The Ownership Divide: Understanding the critical difference between open-source freedom (WordPress) and proprietary environments (Wix/Squarespace).
• The Hot Rod Fallacy: Why a themed WordPress site often looks different out of the box than the catalog demo—and the hidden cost of "Frankensteining" code.
• Scalability and Performance: How custom-built WordPress sites allow for deep API integrations, membership systems, and superior SEO control that hosted builders can’t match.
• The Right Tool for the Right Task: Why a local restaurant or dance studio is often better served by a low-cost, low-maintenance "brochure" site.
• Total Cost of Ownership: A realistic look at annual maintenance, from $200/year hosted builders to $2,000/year professional WordPress management.

The Core Difference: Open Source vs. Proprietary

Lance begins by drawing a line in the sand: WordPress is open-source, meaning you own the code and the hosting. Wix and Squarespace are hosted builders—proprietary environments where ease of use comes at the cost of total control.

The WordPress Spectrum: Themes vs. Custom Builds

Many businesses don't realize that WordPress offers two distinct paths:

• Themed Sites: A middle ground that uses pre-designed templates. These can be difficult to "hot rod" or customize deeply and often come with bloated code that slows down performance.
• Custom Builds: Built from the ground up (like we do at Outside Communications). These are lightweight, modular, and designed for businesses that need specific functionality and high-end brand aesthetics.

When Complexity is a Competitive Advantage

For businesses looking to accelerate, WordPress offers functionality that proprietary builders simply cannot replicate:

• Advanced SEO: Full control over taxonomies, schema, and structured data.
• Custom Integrations: Field apps for service techs, API interfaces, and membership walls.
• The Long Game: Lance highlights how a well-built custom site can lead an industry for 9+ years, whereas a simpler site may hit a growth ceiling much sooner.

The Case for Simplicity: When Wix Wins

Lance is quick to point out that custom isn't always better—it's about the company's journey.

• Local Service Providers: For dance studios, salons, or restaurants, a "brochure" style site on Wix or Squarespace is often the smarter move.
• Budget Considerations: If your build budget is under $10k, a hosted builder allows you to spend your resources on high-quality photography and messaging rather than technical infrastructure.

The Reality of Maintenance

A major takeaway is operating costs. A professional WordPress environment requires monthly health checks, security scans, and plugin management—typically costing around $2,000 annually. In contrast, a hosted builder manages these updates for you for a fraction of the price, making it ideal for low-revenue or startup businesses.

In the early days of the internet, we had to learn a specific dialect to get what we wanted: "Google-speak." We typed choppy, robotic keywords like "plumber Atlanta" or "B2B marketing agency" because that was the only language search engines understood. Today, that era is officially over. Thanks to the integration of AI, search engines have finally learned to speak human. In this episode of the Service Impact podcast, Lance Fisher sits down with Stacey Abler, Director of Digital Marketing at Outside Communications, to explore the fundamental shift toward contextual search and what it means for service-based businesses that want to stay visible in an increasingly voice-activated world.

Key Takeaways

• The Death of Keyword Stuffing: Modern search engines now prioritize the context and intent behind a query rather than just matching specific keywords.
• The "Single Result" Reality: With the rise of voice search on watches, cars, and smart speakers, businesses are no longer competing for the top 10—they are competing to be the one answer provided.
• Urgency Drives Voice: Voice search is predominantly used for immediate, high-intent needs (e.g., "emergency plumber open now"), making it a goldmine for service providers.
• Technical Clues Matter: Implementing Schema markup and FAQ sections is no longer optional; it’s the primary way you tell AI what your content is actually about.

The Evolution from Keywords to Conversation

Stacey explains that five years ago, users kept queries short to avoid confusing Google. Today, the script has flipped. Users are asking hyper-specific, long-tail questions like, "Find a physical therapist near me that is open after 5:00 PM and specializes in rotator cuffs." Because AI can process natural language, it can filter for these specific variables, delivering a more accurate result on the first try.

The Urgency of Voice Search

A significant portion of conversational search happens via voice. Stacey highlights three reasons why this matters for B2B and service brands:

• Convenience: Search is now always on—happening in cars, on walks, and through smartwatches.
• High Intent: People using voice search usually need an answer now. They aren't just researching; they are looking to book or buy.
• Zero Distractions: Unlike a desktop search with ten blue links, a voice assistant often provides only the top result. If you aren't first, you're invisible.

Optimizing for the Ear and the AI

How do you adapt a website for this new reality? The conversation shifts to practical application. Stacey suggests:

• Question-Based Headers: Instead of using a header like "Our Services," use "What services does a marine construction company provide?"
• FAQ Integration: Frequently Asked Questions are naturally styled for conversational search and help AI quickly identify your page as a direct answer to a user's query.

The Role of Technical Schema

To win in contextual search, you have to help AI agents understand your data. Stacey breaks down the importance of Schema markup—a backend identifier that tells search engines exactly what your business name, location, and services are. This removes ambiguity, ensuring that when someone asks for a specific service in a specific city, your business is the one the AI recommends.

Friction between sales and marketing is one of the most expensive and complex problems in the B2B boardroom. When these two functions are misaligned, it destroys capital efficiency; but when unified, it drives massive organizational value and higher valuation multiples.

In this episode of the Service Impact Podcast, we sit down with SaaS veteran Tim Price, Chief Revenue Officer at Solo. Bringing over 30 years of experience building, scaling, and orchestrating high-performance go-to-market (GTM) teams, Tim pulls back the curtain on private equity turnarounds, boardroom tension, and the executive playbook required to eliminate silos and scale effectively in an AI-driven market.

Key Takeways

• Activity vs. Accomplishment: Marketing cannot hide behind vanity metrics like emails sent or clicks generated. True alignment requires both teams to be measured on revenue and customer lifetime value (LTV).
• The Death of the 12-Month Playbook: Rigid annual plans are failing in volatile markets. Success belongs to leadership teams practicing 90-day iterative planning and sprint-driven execution.
• Embrace Immediate Conflict: Boardroom blame games at the end of a quarter are a symptom of delayed conflict. Healthy GTM engines rely on daily standups and real-time data to address friction early.
• The AI-Accelerated Dark Funnel: Modern buyers heavily self-educate before making contact. Because prospects enter the pipeline highly informed, sales teams must leverage AI and deep empathy to move at hyper-speed from the very first meeting.

The evolution of an "enlightened" CRO

Tim shares his journey from a pure, quota-carrying salesperson to a startup founder and corporate orchestrator of revenue.

• The startup mini-MBA: Wearing every hat (except finance) forced an early understanding of how closely sales and marketing depend on one another.
• Enlightened self-interest: Top-tier salespeople are inherently marketers, and elite marketers think like strategic salespeople. A CRO must straddle both sides of the P&L to keep the pipeline fed with the right prospects.

Ditching vanity metrics: Activity vs. accomplishment

Too many companies inherit a fundamental organizational flaw: marketing and sales siloed under a CEO who simply "hopes they get along." Tim challenges leaders to break this dynamic.

• The scoreboard matters: Sales has always had an undeniable scoreboard—revenue. Marketing has historically escaped accountability by reporting on activity metrics (e.g., "we ran 18 LinkedIn campaigns").
• The John Wooden Principle: Tim invokes the legendary coach’s reminder: “Don’t confuse activity with accomplishment.”
• Ditching the wrong mousetraps: Not all business is good business. If marketing optimizes for lead volume, but those leads result in high customer churn, the GTM engine is broken. Teams must jointly evaluate and pursue high-LTV customers.

The shift to iterative, 90-day planning

The era of the rigid, top-down private equity playbook is evolving. While firms like Vista Equity Partners and Thoma Bravo pioneered highly prescriptive corporate scripts, modern markets require agility.

• Sprint-driven business operations: Just as software development moved away from the waterfall method, corporate strategy must become iterative.
• The 90-day horizon: Inspired by Satya Nadella’s short-cycle planning at Microsoft, Tim advocates for 90-day operating plans over rigid 12-month forecasts.
• Real-time data over annual reviews: With unprecedented amounts of historical and real-time data available, leadership teams must analyze trends monthly and quarterly rather than waiting for annual board meetings.

"There's never been a time in corporate America where there's more data on the ready. If you have the right data and the right people in the room who are honest enough, you can see trends early."

Navigating board pressure and executive friction

What happens at the end of Q3 when pipeline targets are missed, sales claims the leads are weak, and marketing claims sales can't close?

• The danger of delayed conflict: Pulling from Patrick Lencioni’s The Table Group principles, Tim notes that conflict is healthy—but delayed conflict is toxic. Finger-pointing at the end of a quarter means daily and weekly communication loops have failed.
• AI as the objective referee: Today, executive teams don't have to guess who is right. AI tools evaluate call transcripts, mapping exactly where conversations stall and revealing the black-and-white truth of the funnel.
• Managing up: Boards often fall victim to comparing portfolio companies across different sectors. Executives must protect their teams by educating board members on market nuances, treating them as partners in the solution rather than distant judges.

AI and the future of the CRO role

The B2B buyer journey has shifted radically toward the "dark funnel," where buyers self-educate entirely before initiating contact.

• Meetings at 150 MPH: Because buyers enter the funnel hyper-educated, and sales teams use AI to instantly research prospects, the initial discovery phase is compressed. Conversations accelerate immediately.
• Empathy as the ultimate moat: While AI can automate mutual action plans, onboarding documentation, and efficiency analysis, it cannot replicate human empathy. Successful deals will always hinge on a mutual win-win commercial model built by people.

The Day-One realignment strategy

If an executive realizes their GTM engine is fundamentally broken, Tim outlines the immediate playbook for tomorrow morning:

1. Start with an irrefutable fact: Begin the leadership meeting with undeniable data. Agreement on the ground reality removes defensiveness.
2. Remove the badges: Force leaders to drop their departmental titles and look at the problem purely as business stakeholders.
3. Set micro-goals: Avoid massive, long-term overhauls. Create short-term tests, celebrate quick failures for the lessons they provide, and double down rapidly on small wins to build momentum.

In today’s competitive talent landscape, standing out to top-tier candidates requires more than a bulleted list of benefits and a competitive salary. Service-based businesses are fighting a talent war, and capturing attention means connecting with candidates on a deeper, identity-driven level.

In this episode of the Service Impact Podcast, Rachel Koehler (Director of Video and Photography) and Shellie Chiavetta (Director of Content and Brand Development) sit down to dissect the modern recruiting video. They explore why the traditional formats are dead, how to tailor your visual messaging to different demographics, and why your internal culture must be authentic—before you ever turn on a camera.

Key Takeways

• Identity over information: Candidates aren't just looking for a job; they’re looking for an environment that aligns with who they are. Your recruiting video should make the right candidate say, "That job is me."
• Tailor the stats to the audience: While older demographics might prioritize stability, insurance, and 401ks up front, younger audiences simply scroll past those stats. Lead with the vibe and culture for younger talent, and save the benefits for later in the funnel.
• The authenticity check: If your actual employees cannot organically articulate the culture you are trying to promote on camera, you have a culture problem, not a marketing problem.
• Humor and alternative formats work: Recruiting videos don't always have to be traditional live-action interviews. Short, humorous, animated, or uniquely edited clips on social media are highly effective at stopping the scroll.

The two tiers of candidate motivation

When a candidate considers a role, they are weighing two things: the practical stats (salary, benefits) and the emotional fit (identity, culture). Rachel and Shellie explain how video is uniquely positioned to communicate the emotional side of the equation. Through sight, sound, music, and pacing, a well-produced video allows a candidate to vicariously experience what working at your company actually feels like.

It's time to ditch the "CEO monologue"

For years, the standard recruiting video featured leadership talking to the camera about how much they care about their team. Today’s audiences are highly attuned to inauthenticity and will immediately tune out corporate speak. The hosts discuss how true "show, don't tell" marketing means relying on the authentic, unscripted stories of your current employees to validate your culture.

Demographics should dictate the strategy

Where does a 401k or healthcare package fit into a video? It depends entirely on who you are targeting. Shellie points out that younger recruits generally ignore foundational benefits in top-of-funnel marketing. To catch their eye on platforms like Facebook or Instagram, companies should pivot toward quick, punchy, and even irreverent content that highlights the personality of the team—and your company's purpose.

Fix the culture before you film

One of the biggest barriers to a successful recruiting campaign is a disconnect between the marketing message and the reality of the workplace. If you put an employee in front of a camera and ask them to talk about your amazing culture, and they draw a blank—you cannot fix that in post-production. Rachel and Shellie emphasize the importance of ensuring the product you are selling (your workplace) is actually something candidates want to buy.

Many service-based businesses fall into the same trap: they invest in a sleek new logo and a website refresh, then check "branding" off their to-do list. But a visual facelift is only the surface of a much deeper ecosystem. In this episode of the Service Impact Podcast, host Lance Fisher sits down with Shellie Chiavetta, Director of Brand and Content at Outside Communications, to dismantle the myth that branding is just "the pretty stuff." They dive into why a cohesive brand voice is a non-negotiable requirement for growth, how disjointed messaging inflates your customer acquisition costs, and why your brand promise must live in the field—not just on your homepage.

Key Takeaways

• The Brand Ecosystem: Your brand isn't a single asset; it is the sum of your visuals, your messaging, and the lived experience of your customers.
• The Cost of "Freewheeling": Without a documented brand voice, your marketing becomes disjointed, leading to higher conversion costs and "eye-rolling" from ad specialists.
• Messaging as a Differentiator: Generic claims like "quality service" are invisible. Specific, story-driven messaging (e.g., "getting it right the first time") is what sticks during a competitive bid.
• Sales & Marketing Alignment: A brand is only as strong as its weakest touchpoint. Your "North Star" messaging must be embodied by everyone from the front office to the field technicians.
• Evolution Over Perfection: Branding is not a "set it and forget it" project. It must evolve as your business scales from $4M to $10M and beyond.

Episode Run-Down

The "Logo-Only" Misconception

Shellie clarifies that while visuals matter for professionalism, they aren't the brand itself. The true brand is how you communicate and the consistency of the experience you provide over time. If a client says, "We're good, we just did a refresh," they are often overlooking the "tentacles" of brand that reach into sales and customer service.

Why a Brand Voice is a Requirement

Lance and Shellie discuss why Outside Communications is "stiff" about requiring a brand voice for all partners.

• The SEO Trap: You can have dialed-in SEO, but if the messaging on the landing page is generic, the lead won't convert.
• The Framework vs. The Wild West: Without a framework, agencies or internal teams "freewheel" it, creating a disjointed experience across emails, ads, and social media.

The Financial Impact of Weak Branding

There is a direct line between brand clarity and ROI.

• Ad Performance: Cohesive brand messaging significantly outperforms generic buzzwords in A/B testing.
• Conversion Costs: Businesses without a brand framework often end up paying exponentially more for conversions over the long term. A few thousand dollars invested in brand work now saves tens of thousands in wasted ad spend later.

The Experience Ecosystem

The conversation shifts to the "Brand Promise." No amount of sophisticated marketing can save a company if the field experience fails.

• Internal Fluency: Every employee should be a champion of the brand’s unique differentiator.
• The Five-Star Review: When the person who shows up at the door embodies the brand promise, that’s where the "Service Impact" truly happens.

In the world of digital marketing, an "almost" conversion can be the most frustrating—and the most valuable—metric you track. In this episode of the Service Impact Podcast, host Lance Fisher sits down with Stacey Abler, Director of Digital Marketing at Outside Communications, to dissect why prospects walk away and how to strategically bring them back. From the subtle differences between retargeting and remarketing to the rising importance of first-party data in a privacy-first world, this conversation is a masterclass in turning missed opportunities into loyal clients.

Key Takeaways

• The Nuance of Intent: Why it is significantly more cost-effective to nurture a "warm" abandoner than to acquire a brand-new lead.
• Definitions Matter: Clear distinctions between retargeting (pixel-based ad exposure) and remarketing (list-based CRM reactivation).
• The Psychology of "The Bounce": Identifying the four primary reasons prospects leave your site, including decision fatigue and perceived risk.
• Privacy & First-Party Data: How shifting regulations like GDPR are forcing a transition from anonymous cookies to owned data.

Episode Run-Down

The Economics of the "Nudge"

Stacey opens the discussion by explaining the fundamental value of retargeting. It isn’t just about being "everywhere"; it’s about providing a gentle elbow-nudge to prospects who have already shown interest. Because most users will not convert on their first visit, staying top-of-mind is essential for building the trust necessary for a B2B transaction.

Defining the Tactics: Retargeting vs. Remarketing

While often used interchangeably, Stacey clarifies the technical differences:

• Retargeting: Uses online advertising (display ads and social media) to follow a user based on their behavior on your website.
• Remarketing: Focuses on list-based strategies, typically via email or text, to re-engage former customers or leads already sitting in your CRM.

Understanding the Psychology of Abandonment

Why do people leave? It isn’t always a lack of interest. Stacey highlights four psychological barriers:

• Decision Fatigue: If your form is too long or your process is too complex, users simply "max out" and quit.
• Perceived Risk: Unknown brands trigger a fear of spam or poor service. This is where "trust signals" (like accreditations and social proof) are vital.
• Distractions: Life happens. A text message or a new tab can easily pull a prospect away from your site.
• Lack of Readiness: Some users are simply in the early research phase and aren't ready to pull the trigger yet.

Strategic Segmentation

Not all abandoners are equal. Stacey emphasizes that businesses should not waste budget retargeting "bouncers" who leave the homepage immediately. Instead, focus on high-intent behaviors:

• Users who scrolled to the bottom of a long-form page.
• Prospects who watched a significant portion of a video.
• "Partial completes" who started a form but didn't finish.

Navigating the New Privacy Landscape

The conversation concludes with a forward-looking view of privacy regulations. With the anonymization of traffic becoming the norm, the reliance on third-party cookies is fading. Stacey explains why first-party data—information you own and have permission to use—is the most critical asset for any service-based business in 2026.

Key Takeaways

Traditional AI, like search‑assistants or tools that help with research, acts like an advanced helper — valuable, but ultimately supplemental.

Generative AI goes beyond assistance: it can create images, music, ads, even entire video assets for you — offering creative and cost efficiencies that were unthinkable just a few years ago.

There are two major points of tension around generative AI:

1. Legal/ethical concerns — many engines are trained on existing creative work without explicit permission, raising copyright and trademark risks.
2. Public perception and brand risk — even if technically legal, AI‑generated ads can feel uncanny or off‑brand, leading to public or consumer backlash.

Content created by many generative‑AI engines is currently not copyrightable under many jurisdictions, meaning companies lose control over how their brand assets are used once they enter the AI system.

Using generative AI in professional production isn’t just about cost‑savings — it’s also forcing a shift in who does creative work, how agencies hire, and how brand identity is managed in a world of disposable, malleable output.

For brands and creatives considering generative‑AI use: make sure you understand the engine’s licensing and terms; know whether you truly own what it produces; consider long-term reputation risk; and treat AI output as part of a broader creative strategy, not a magic bullet.

Shellie shares compelling data and practical insights that show how a strong employer brand can directly impact your company’s growth. From defining your employer value proposition to aligning HR and marketing efforts, this episode is packed with real-world strategies that service businesses can start using today. Don’t miss this one if hiring is a challenge—or a growth goal—for your team.