Growth, Engineered by Sophia Eng
Growth, engineered.
What I'm learning building B2B growth with AI, paid media and the signals that predict revenue. Each edition is a lesson from 15+ years at Autodesk, Workday, InVision, Smartsheet, startups and several businesses of my own, or something I'm still figuring out, and you can read it in about five minutes.
Free on Substack. Edition one is out now. Read it first →
Each edition
Five parts, about five minutes
- 01The takeaways
Three to five points near the top, so you get the value in a minute.
- 02The story and the research
One thing I learned running growth, with the numbers and sources behind it.
- 03One original chart
The idea drawn out, so you can put it in front of your team.
- 04My rules and a checklist
What I'd do, in a form you can use this week.
- 05Three news items
What changed in AI, paid media and GTM, with my one-line take on each.
Why I'm writing it
Lessons I paid for
Most of what I know about growth I learned by doing it: running ad budgets at enterprise companies, building marketing from nothing at startups, and spending my own money on ads at a business I owned. I'm still learning, especially now that AI is changing how much one growth team can do. Growth, Engineered is where I write those lessons down for people doing the same job, including the calls I got wrong and what changed my mind. The idea under every edition is simple: the goal isn't more leads, it's more of the signals that predict revenue.
What I write about
Six things I watch closely
Customers
What B2B buyers are doing differently, and how to see it in your data.
Revenue
Which numbers predict pipeline and which ones only look good in a dashboard.
AI and tools
What I tested, what I kept, and what I turned off.
Market moves
Platform, privacy and policy changes that move budgets.
Operators
How growth teams are reorganizing as one person with AI covers more ground.
Human judgment
The calls I still won't hand to a model, and why.
Who it's for
This is for you if…
- You own a pipeline number and want fewer, better leads instead of more form fills.
- You run paid media and suspect the ad platforms are learning from the wrong conversions.
- You're building GTM systems with AI and want to know what's worth automating.
- Your company is moving from sales-led to product-led growth, and you're the one who has to make it work.
Some editions reach past B2B, into consumer brands and my books, when they teach something about buyers, intent and trust. It's not for you if you want prompt lists or growth hacks.
Latest editions
The archive
The first edition is out.
Every edition goes out on Substack first. A shorter version runs in my LinkedIn newsletter of the same name, with a link back to the full piece.
Read it on Substack →My promise to subscribers
I'll only send something when I have a real observation to share. If an edition is ever sponsored, it says so at the top, and the sponsor never edits my conclusions.
About the author
Sophia Eng is Director of Growth Marketing at Journify, a VC-backed B2B startup. She has spent 15+ years in paid media and growth at Autodesk, Workday, InVision and Smartsheet, built several businesses before her first tech job, and is the author of The Nourishing Asian Kitchen and co-author of The Nourishing Asian Homestead.