Presentation with some examples to start running an agile process to implement a marketing structure with product and marketing teams. The example is based in a specific organization but can be used to new insights for others firms and market segments.

1. 🎁📈#$
How to start running
Product Growth Marketing process in startups
by @jonataseduardo

2. 🤔
What is Marketing?

3. Marketing
is strategies and actions that promote planning,
development and sustainability
of a product on the market
During
Before
After

4. 🤔
What is a
Product Growth Marketing?

5. Below we have the steps of a customer journey where inbound and digital marketing
teams are responsible, in general.🤓
Awareness
Aquisition
Activation
Retention
Revenue
Referral
Acquisition Team
During
Before
After

6. Branding
Acquisition
Activation
Retention
Revenue
Referral
Product Growth
Marketing
Vs
Awareness
Aquisition
Activation
Retention
Revenue
Referral
Acquisition Team
On the right, we have the steps of a customer journey what growth teams are
responsible. Put emphasis in growth and product to create mindset.🤓
During
Before
After

7. 🤓
Customer Growth
$$$ Growth
Success Metrics
The goal for a Product Growth Marketing are growth, but they need some
metrics to growth with health
Control Metrics
CAC
NPS

8. 🤓
Awareness + Aquisition
Focus
Some premises of differentiation are important to understand even more the
difference, such as:
Goal
Team
Influence
Acquisition
Team
Product Growth
Marketing
Traffic and Leads
Marketing, Product and
Data in Silos
Little
influence in Product
Full funnel
Growth Rate
Marketing, Product and
Data Integrated
Lot
influence in Product

9. 🤔
Sounds cool, but how to structure this
inside the Warren?

10. Team A Team S
Team R
Team B
Team C
Squad XD
We can use agile methodologies and implement some like tribes of Spotify, but
with different meanings
🤓
Squad LOL
Team X
Team Y
Team Z

11. Product Growth
Marketing Squad
Branding
Acquisition
Activation
Retention
Revenue
Referral
Content
Acquisition
Product
CS React
CS Act
CS Act
Teams
Each team should be responsible for a part of the user's journey🤓

12. Product Growth
Marketing Squad
Branding
Acquisition
Activation
Retention
Revenue
Referral
Content
Acquisition
Product
CS React
CS Act
CS Act
Teams
Brand Lift / Community Growth
Org. Traffic / Payed Leads / CPL
Funnel Conversion Rate
NPS / Churn Rate / Withdraw Ratio
Deposit Ratio / Recurrency / AUM Growth
Coeficient K
Metrics
Cohorts
Each team also should be responsible in analyse the metrics and reporting
problems and finding solutions with the squad for the stage that takes care
🤓

13. Product Growth
Marketing Squad
Branding
Acquisition
Activation
Retention
Revenue
Referral
Content
Acquisition
Product
CS React
CS Act
CS Act
Teams
Brand Lift / Community Growth
Org. Traffic / Payed Leads / CPL
Funnel Conversion Rate
NPS / Churn Rate / Withdraw Ratio
Deposit Ratio / Recurrency / AUM Growth
Coeficient K
Metrics
It is interesting to note that squads should work together, inform and charge
each other, especially of the teams above and below the user's journey.
🤓
Cohorts

14. Product Growth
Marketing Squad
Branding
Acquisition
Activation
Retention
Revenue
Referral
Content
Acquisition
Product
CS React
CS Act
CS Act
Art
Big Data
Teams
And there are also squads that act throughout the user's journey and serving the
entire squad, such as the art and big data teams
🤓

15. Content
Acquisition
Product
CS React
CS Act
CS Act
Art Director
Big Data
Squad of PGM
In short the PGM squad can be organized as below🤓

16. Content
Acquisition
Product
CS React
CS Act
CS Act
Art
Big Data
Squad of PGM
And yes, squads can connect and share resources, but most essential, they must
prioritize projects and allocate resources that help achieve the business goal
🤓
Squad of Plataforms
Core
API
Web
iOS
Android

17. Many teams of the PGM depend on the squad of Platforms, so the squad of
Platforms must allocate 50% (for example) of their capacity to projects
prioritized by the PGM.
🤓
Content
Acquisition
Product
CS React
CS Act
CS Act
Art
Big Data
Squad of PGM
Squad of Plataforms
Core
API
Web
iOS
Android

18. 🤔
And how to run this to delivery value
frequently to users and achieve business
goal with this structure?

19. Implementing an agile, lean and customer centric culture in Warren🤓
Design
Thinking
Lean Agile
Explore the problem
before solution
Prioritize and build
The right things
Transparency,
inspection and adaption

20. In order to solve complex problems differently from competition it is necessary to take
advantage of human resources in a different way, for this we need to create a culture of
innovation and value delivery, and this needs to be reinforced in three variables integrated.
🤓
Environment
Process
People
Culture

21. In practice, it is to create a semi-structured environment and process that enables
workflows, where ceremonies such as prioritization and inspection occur on a weekly
basis in order to grow the number of active customers
🤓
Squad
Team
Team
Team
Team
Team
User Journey Board
Squad
Kanban
Ceremonies

22. The User Journey Board is where squad meet weekly to identify problems and
suggest ideas for improvements in the product for growth
🤓
User Journey Board
User Journey Stages
User touchpoints
Squad deliveries
Problems
Ideas

23. The Kanban is where squad organize what to deliver in a sprint and too organize
ideas in backlog ordered by prioritization with focus in growth.
🤓
User Journey Stages
User touchpoints
Squad deliveries
Problems
Ideas
Squad
Kanban
BACKLOG SPRINT BACKLOG
Priority
READY DOING DONE
2 weeks

24. The Cerimonies is where squad meet in daily and weekly basis to they talk about what
they have done and will do, whether they are blocked and if something needs to be
adjusted that prevents us from growing or to grow more.
🤓
Pri
2
👍👎
Ceremonies
Planning Sprint Retrospective
💡🎯
2 WEEKS

25. The Ceremonies help shape the circle of continuous improvement, where
transparency, inspection, and adaptation occur daily.
🤓
2
👍👎
Ceremonies
$ $# #
Planning Sprint Retrospective
💡🎯
2 WEEKS
Dailies

26. 🤔
I see how work, but I need put all
things I do in my day in Squad Kanban
or just hypotheses to test?

27. We put in the Squad kanban only projects that impact the funnel and are still
unsure of its impact and how. So, we will focus to deliver, test and validate
this things.
🤓
Hypotheses
Problems
Assumptions
Solutions
Experiment
We are not sure
about this.
🤔
😎
We are sure about
this or this is a
support task
Implement
☠
Just do and
manage as you
see fit

28. Some examples: "one shot" functionalities and routines can be implemented in the
same sprint and "on-going" ones should validate the minor part's delivery value
during a sprint before being implemented in a squad's work routine.
🤓
Hypotheses
Problems
Assumptions
Solutions
Experiment
🤔 Implement
☠
Call users after
completed register
On-going
routine
One shot
feature
Give the first
invoice free
Request to send
invite after
second deposit
Post static videos
with questions and
answers instead of
live format
Giving netflix
worth of mime
instead of a card
for invitees
Send account
cancellation email
if you do not
activate in 7 days
Use device photos
instead of
illustrations on
facebook ads
Change button in
home page to
"Simulate"

29. Experiment
Build
In summary, we will try to handle every routine task and implementation of new
functionalities as an experiment, following the lean cycle to create a
data-driven culture
🤓
Learn
-
Data
.
/
Product
Assumptions

30. 🤔
Cool! And Design Thinking, what is it
for? Was it to focus on the problem
before the solution?

31. Exactly, to focus on the problem before the solution. This avoids two things and
enables other two that increase innovation culture.
🤓
Learn
/
Prioritize wrong
features and tasks to
solve the problem
Execute features and
tasks in a same way
others products
Learn
/
Understand the
problem and user to
prioritize right
features
Develop features that
solve problem more
efficiently than others
products

32. 🤔
I like it! How can we start this today? And you
could specify better team members if we're going
to use OKRs? I like OKRs. And the Engines of
Growth? We will focus then? How many people on the
team, what tools do we use? Bla bla bla...

33. 🤓
Let's take it easy, I have no answer for everything.
It is best to start by organizing the environment
and running the ceremonies, they even gave us the
answers. For this we need a Agile Master. Can you
think of anyone? What do you think, let's start?