Facebook, Product & Growth Yöneticisi Anand Arivukkarasu'nun Growth Hacking İstanbul 2018'de gerçekleştirdiği yüksek performans gösteren büyüme ekipleri nasıl kurulur sunumuna buradan ulaşabilirsiniz. Growth Hacking İstanbul hakkında daha detaylı bilgi için http://growthhacking.istanbul adresinden ulaşabilirsiniz.

1. How to build high performance growth teams
- learnings from silicon valley startups & Growth gurus

2. Agenda
1.Phases of Growth
2.Growth Team structures
3.Building Growth culture & the hiring process

3. Today, I am sharing the learnings from the work in startups and some broader
frameworks that I learnt from Industry thought leaders
About me
• MVPs to Product
launch
6+
years
2+
years
1+
year
2+
years
Engineer to
Product
Manager
Product
Manager,
Biz dev &
Growth
Product
Growth
Manager
Product
Manager, data
science
• Product
development
to user
acquisition
to retention
• Product
experiments,
continuous testing
• Ad tech gaming
• Product
Growth with
partnerships

4. Phases of Growth

5. Phases of
Growth*
,
Product
Market Fit
Preparing
to Scale
Scale
Growth
*Sean Ellis – Growth hacking

6. Phase 1:
Product
Market Fit
Inevitability Retention Referral
Most important factor for driving growth
Authenticity
A large addressable
market considers the
product ”must
have”– Sean Ellis
Are the users coming
back again and again
for this product –
Alex Schultz
Are the users
organically sharing
your product to
others? – Andreessen
What features of the
product stay true to it
expectations –
Lewis Lin

7. Phase 2:
Preparing to Scale
Study the users who consider the
product inevitable
• Understand these users in-depth,
their persona
• What segments they belong to
• What is the key benefit they are
getting
• Map the user journey with and
without the product
• For B2B products -> one should
understand both the business
value and the end user value
Solution-benefit optimization
• Is the product setting the right
expectations
• Avoid points of confusion
• Remove distractions
• Understand the market size
• Understand the channels they
come from
• Understand concurrent markets
• Understand what % of growth is
coming organically

8. Growth team is more than the marketing team
Phase 3:
Scale Growth
Team Process
*Sean Ellis – Growth hacking
Product
Marketing -
Growth
Data
science &
Research
Engineering
Design
Test, Learn
& Scale
Unbridled
ideation
Prioritize
backlog
Test
launch
Capture
learning

9. Growth Team Structure

10. Growth
Team
Framework
Growth Team Framework
Acquisition
Activation
Retention
Revenue
Referral
Product
PMs
Engineers
Designers
Data Science,
Research &
Analytics
Design Eng
Growth
Marketing
Paid acquisition
SEO
Affiliates
Influencer
Offers
Notifications
E-mail
loyalty
Newuser
acquisition
team
Lifecycle
team

11. Building the
Growth team
• Growth teams should be built based on phase of the product
• Until the product achieves a certain amount of fit with the market, activating
the marketing team would not be of best return.
• Starting with an ad hoc team – product, designers, engineer and then add
channel growth marketers
• Most important is to do as many tests as possible across the AARRR framework
to continuously learn and iterate.
• Data science and research teams are very key aspects of understanding insights
and learnings from the testing experiments.
• Set the right growth metrics
• Execute high tempo testing process.
• Learn and share the results across the teams
Growth Teams hiring should be based on the phase of the product

12. Process-
Testing drives
Growth
*Sean Ellis – Growth hacking

13. Growth Team Culture & Hiring

14. Growth
culture
- Recruit the
right people
for the team
How do you get the right people on your growth marketing team?
It is the people, culture and the process that will make your team successful
• Core value alignment with the team culture
Core values – Like to get shit done – Impact driven
Have perseverance
Be a Vivacious learner
Be a good team player
Less value on degree
• Fit with the role
Low
collaboration
High
collaboration
High Uncertainty The Bulldogs The Enterprising
statesperson
Low Uncertainty The Independent
operator
The Steward
*Archie Abrams – Growth team building
Bulldogs Stewards

15. Weekly Revenue = unique visitors * CVR * Avg cart size
Output goals Input goals
Setting the
right goal and
measuring
performance
Set goals according to level of control vs certainty:
use context & value to judge performance instead of quantitative goals
*Archie Abrams – Growth team building
Control
No Control
Uncertainty Certainty
• Input goals Vs Output goals
• Meet/Exceed goals for business objective
• Understand the situation & context to
create goals or objectives based on that
• Judge performance on values – Learner,
get shit done, Grit, innovation
Life cycle
team
SEO
Input goals Output goals
Shared goals

16. Lead the
team
effectively
*Tenants of strong leadership

17. Grow successfully!
Teşekkürler!
Thanks to thought leaders - Archie Abrams, Sean Ellis