Building a Company-Wide Growth Culture: SaaStr Annual 2016
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Transcript of Building a Company-Wide Growth Culture: SaaStr Annual 2016
But Extreme Competition for Attention
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$160 3.5x
US Online AdSpend per User
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Solution: Company-Wide Growth Effort
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Product
External Channels
Promise
1st Experience
Ongoing Experience
Acquisition
Activation Revenue Retention Referral
biz dev/APIs
Marketing
Growth Team
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Growth Company Requirements
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Broad Participation
Weekly Cadence
Transparent Learning
External Experts
Internal Experts
Ideas Tests Results
Core Growth Team Drives Process
Ideas from Full Team & External Experts
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Formalize Ideas in Experiment Doc• Include hypothesis, research, target lever
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Keep general contributor ideas simple (no ICE)
Example: Growth Ideas from Dropbox
Revenue test
Referral test
Retention/Revenue
test
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Growth Team Manages Cadence
• Start with growth master + ad hoc team
• Ad hoc team: designer, analyst, engineer, ideally key execs (CEO, VP Product…)
• Add dedicated growth roles as needed
• Weekly test launch goals and weekly growth meeting
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Weekly Growth Meeting Agenda
• 15 Min: Growth metrics, issues and opportunities
• 10 min: Review last week’s testing sprint
• 15 min: Key lessons learned from analyzed tests
• 15 min: Select tests for this week’s sprint
• 5 min: Check growth of idea backlog
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Goal: Test at High Tempo
• No certainty about how you will grow
• Rapid Testing across all vectors
• More testing = More discovery
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Acquisition Referral Activation Revenue Retention Resurrection
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Manage Testing
• Assign each test to a project manager
• Anyone on growth team can be a project mgr
• Run tests sufficient time
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Analyze Results
• Always ask why
• Systematize on learning
• Informs follow up tests
• Revisit past programs
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Every Test Leads to Learning• Share all results with team (not just wins)
• New ideas requires access to past learning
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Example: Past Learning Leads to a Win
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Slides
Videos • Learning: Embeds = longer sessions
• Engineering solution: oEmbed (same action more embeds)
• Results: 41% more embeds
Final Thought: Focus on Value Delivery
• Value delivery drives sustainable growth
• Help right users get value from your product
• Easy to align full team around value delivery
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Join GH Projects Private Beta at Projects.GrowthHackers.com
Purpose-Built Growth Collaboration System:
1) Team Ideation 2) Prioritize Testing 3) Capture Learning
Join us at GrowthHackers Conference Feb 18th. Save with Code SaaStr50