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Building the Ultimate Full Company Growth Team

Building the Ultimate Full Company Growth Team

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The goal of any company with a valuable product is to scale adoption by qualified customers. This generally requires establishing a "north star metric" and managing growth against that metric. These slides show how you can build a core growth team that coordinates the efforts of the full company to drive sustainable growth. It is important that every idea be treated as a test. The more tests you run the more learning you gain for growing the company. But running a lot of tests requires a process that is explained in the slides.

The goal of any company with a valuable product is to scale adoption by qualified customers. This generally requires establishing a "north star metric" and managing growth against that metric. These slides show how you can build a core growth team that coordinates the efforts of the full company to drive sustainable growth. It is important that every idea be treated as a test. The more tests you run the more learning you gain for growing the company. But running a lot of tests requires a process that is explained in the slides.

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Building the Ultimate Full Company Growth Team

  1. 1. @SeanEllis The Growth Team Building the Ultimate Full Company Growth Team Sean Ellis Founder & CEO GrowthHackers November 3, 2015
  2. 2. @SeanEllis Scaling Growth is Function of Process and Team Team Process
  3. 3. @SeanEllis But Many Products Not Yet Growth Worthy
  4. 4. @SeanEllis Sustainable Growth Requires “Must Have” Product “How would you feel if you could no longer use this product?” Very disappointed (40%+) Somewhat disappointed Not disappointed N/A – I already stopped using
  5. 5. @SeanEllis Measure Growth with a North Star Metric Reflects value delivered to your prospects/customers Provides lens for measuring real growth and evaluating tests Examples: Airbnb nights booked, Facebook MAU (monthly active users) Captures several metrics (i.e. retention reflected in MRR and MAU)
  6. 6. @SeanEllis Everyone Impacts Growth Marketing & PR External Channels Promise 1st Experience Ongoing Experience Sales & BD Acquisition Activation Revenue Retention Referral Support & Account Mgmt Product & Dev
  7. 7. @SeanEllis Core Growth Team Drives Testing Marketing & PR External Channels Promise 1st Experience Ongoing Experience Sales & BD Acquisition Activation Revenue Retention Referral Support & Account Mgmt Product & Dev Core Growth Team
  8. 8. @SeanEllis Building Core Growth Team Start with a dedicated PM Growth Rest of core growth team can initially be ad hoc Add other dedicated people as needed to hit temp goals Example roles: growth engineering, designers, analysts, VP Prod, CEO
  9. 9. @SeanEllis Testing Drives Growth Day 1 – No certainty how you will grow More Testing = More Discovery Rapid testing across all vectors Acquisition Referral Activation Revenue Retention Resurrection
  10. 10. @SeanEllis Example: Twitter Accelerated Testing 2011
  11. 11. @SeanEllis Growth Team Needs an Effective Process Unbridled Ideation Prioritize backlog Launch Tests Capture learning
  12. 12. @SeanEllis Unbridled Ideation Unbridled Ideation Prioritize backlog Launch Tests Capture learning
  13. 13. @SeanEllis Grow a Large Backlog of Ideas
  14. 14. @SeanEllis Idea Inputs from External and Internal Experts External Experts Internal Experts Ideas Tests Results Core Growth Team Drives Process
  15. 15. @SeanEllis Prioritize Backlog Unbridled Ideation Prioritize backlog Launch Tests Capture learning
  16. 16. @SeanEllis Formalize Ideas in an Experiment Document Keep general contributor ideas simple (no ICE)
  17. 17. @SeanEllis Compare Ideas by ICE Score
  18. 18. @SeanEllis Launch Tests Unbridled Ideation Prioritize backlog Launch Tests Capture learning
  19. 19. @SeanEllis Weekly Growth Sprint Meeting Agenda 15 min: KPI review (how/why is north star metric trending?) 10 min: Review last week’s testing sprint (any issues?) 15 min: Key lessons learned from analyzed tests 15 min: Select tests for this week’s sprint 5 min: Check growth of idea backlog
  20. 20. @SeanEllis Choosing Right Tests to Launch •  Core growth team each nominate 2-3 tests •  Members pitch their nominated idea (30 seconds) •  Discuss, shortlist and choose tests
  21. 21. @SeanEllis Capture Learning Unbridled Ideation Prioritize backlog Launch tests Capture learning
  22. 22. @SeanEllis Capture Learning in Knowledge Base Every test leads to learning Organize learning for easy access
  23. 23. @SeanEllis Share Learning with Team and Participating Experts External Experts Internal Experts Ideas Tests Results Core Growth Team Drives Process
  24. 24. @SeanEllis Recap •  Goal: Sustainable growth of North Star Metric •  Engage full internal team for insights and ideas •  Include external experts for unique channel insights •  Test at high tempo, capture/share learning
  25. 25. @SeanEllis Join GH Projects Private Beta at Projects.GrowthHackers.com Purpose-Built Growth Collaboration System: 1) Team Ideation 2) Prioritize Testing 3) Capture Learning

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