“People started focusing so much on the extreme leading indicators of growth, but it's not just growth that matters. It's running an efficient business.” ~ Brian Murray

Growth matters, but survival comes first. High growth rates don’t mean much if your business isn’t self-sustaining or able to raise the next round of funding.

Brian Murray and Ethan Ruby, are partners at Craft Ventures, an early-stage VC and growth fund that is designed by founders for founders, and are the leader in B2B SaaS and Marketplace startups.

The key to achieving efficient growth comes from aiming for the same revenue goal and from tracking the right metrics of the business. Spoiler alert: most revenue leaders have never looked at these metrics before, but will need to this year.

What does the term “efficient growth” mean and what is considered good? Press play to find out.