--- title: The Curated Compendium of Growth Marketing · RGM Compendium url: https://realgrowthmatters.com/learn/compendium/ updated: 2026-06-10 source_html: https://realgrowthmatters.com/learn/compendium/ --- **How this compendium works.** RGM has read, tested, and operated against the best growth marketing thinking from across the industry. The compendium is our attempt to put it all in one place. Every framework we discuss names its originator (Brian Balfour at Reforge, April Dunford on positioning, Sean Ellis on growth hacking, Crystal Widjaja on data scaling, Andy Johns and Andrew Chen on growth, Andrew Capland and Lenny Rachitsky on PLG, Kevan Lee on brand, and many others). Sources are linked. Where we add operator-side depth, we say so. Where we disagree with conventional wisdom, we explain why. ## Why we built this Foundational watching **Two Apple videos every brand and creative practitioner should watch.** Steve Jobs introducing the Think Different campaign in 1997 — the single best recorded example of brand, vision, and leadership happening simultaneously. Plus Apple's design philosophy short — the most concentrated statement of design-as-strategy in marketing-adjacent media. [Read our deep dive on the Jobs speech →](/learn/essential-watching/jobs-think-different-rollout/) · [Apple design philosophy →](/learn/essential-watching/apple-design-philosophy/) Growth marketing is one of the youngest, fastest-moving disciplines in business. The best thinking is scattered across blogs, podcasts, conference talks, Slack groups, and paid courses. Nobody has put it all in one place — and even when individual essays exist, they rarely cross-reference each other or address how a beginner should sequence their learning. We've done that work. The compendium is structured so anyone — from a marketing manager getting their first growth role to a CMO building a function from scratch — can find the right material, in the right order, with proper attribution to the people who originally thought it through. ## Browse the compendium Keep going · Free training ### Measurement & Attribution Concepts only go so far. Operate them — RGM's measurement training covers GA4 setup, attribution model selection, MMM basics, and incrementality testing. Hands-on, free. [Start the training →](/training/) ### Strategy & foundations [Framework**Growth loops** Self-reinforcing systems that compound. After Brian Balfour.](/learn/frameworks/compounding-growth-systems/) [Framework**The four alignments** Why PMF alone won't get you to $100M. After Balfour's Four Fits.](/learn/frameworks/alignment-framework/) [Framework**OKRs done right** The six-step Reforge approach plus operator failure modes.](/learn/frameworks/operating-cadence-okrs/) [Hub**Personas & ICP** Step-by-step guides, templates, worked examples.](/learn/personas-icp/) [Framework**The path to $100M** Stage-specific frameworks for each revenue tier.](/learn/frameworks/the-100m-path/) [AI strategy**When PMF collapses** AI is causing sudden PMF loss in stable categories.](/learn/frameworks/pmf-collapse-ai/) ### Channels & execution [Benchmarks**Platform benchmarks** CPM/CTR/CVR/ROAS for 20+ platforms × 20+ industries.](/tools/benchmarks/) [Library**26,000+ learn articles** Deep technical content across every channel.](/learn/) [Toolkit**108 calculators** Unit economics, paid media, lifecycle, SEO, CRO math.](/tools/) ### Specialized topics & gap-fill [Mobile**ASO & mobile app marketing** App Store Optimization, MMPs, SKAdNetwork, iOS attribution.](/learn/compendium/aso-mobile-app-marketing/) [Channel**Community-led growth** Building communities that compound into revenue.](/learn/compendium/community-led-growth/) [B2B**Developer relations as marketing** How DevRel becomes the growth engine for technical products.](/learn/compendium/developer-relations/) [Strategy**Open source as growth strategy** Why open core works and how to operate it.](/learn/compendium/open-source-as-growth/) [AI**Marketing in the era of AI agents** What changes when AI agents browse and buy on behalf of users.](/learn/compendium/ai-agents-marketing/) [Measurement**Zero-click search & dark social** The growing share of traffic and conversions you can't track.](/learn/compendium/zero-click-dark-social/) [Emerging**Voice search & conversational marketing** Where voice fits in 2026.](/learn/compendium/voice-search-conversational/) [Emerging**Web3 & token-gated marketing** What's real, what's not, and where the audience actually is.](/learn/compendium/web3-token-gated-marketing/) [Emerging**Spatial, AR/VR marketing** Apple Vision Pro, Meta Quest, and what's actually working.](/learn/compendium/spatial-ar-vr-marketing/) ### Regulated & vertical-specific [Compliance**Marketing in regulated verticals** HIPAA, COPPA, TCPA, FTC overview.](/learn/compendium/regulated-vertical-marketing/) [Vertical**Cannabis & pharma marketing** Regulated category playbooks.](/learn/compendium/cannabis-pharma-marketing/) [Vertical**Higher education marketing** Enrollment marketing in 2026.](/learn/compendium/higher-education-marketing/) ## Our editorial principles 1. **Credit the originator.** Every framework names who developed it. Where multiple people contributed, we acknowledge all of them. 2. **Link to original sources.** The original essay, paper, or book is always linked. We strongly encourage reading the originals alongside our reviews. 3. **Add operator depth.** Where we have real-world data from client engagements, we add it — clearly marked as RGM operator notes. 4. **Name our disagreements.** Where we disagree with conventional wisdom, we say so and explain why. 5. **Update when reality changes.** The 2022 best practice is sometimes the 2026 anti-pattern. We refresh content as the landscape moves. 6. **Accuracy over throughput.** If we don't know something cold, we say so. Nothing is made up. #### The compendium promise If you read every article on the RGM compendium and run the frameworks at your company, you will know more about growth marketing than 95% of practitioners — and you will know who originally thought through each idea, where to read more, and how to apply each framework to your specific situation. That is the value we are building. ## Who this is for If you're **new to growth**, start with the [training platform](/training/). Take the introductory series. Then come back to the compendium with the foundations in place. If you're an **operator with experience**, browse by topic. Jump straight to the framework or channel you're working on. Cross-reference with the calculators and benchmarks where useful. If you're a **leader or founder**, read the strategy and foundations section first. Then the section that matches your current stage and bottleneck. If you're an **educator**, this is reference material. Cite it. Link to it. Bring it into your curriculum. Tell us when you do — we like knowing.