JANET BALNEAVES - SKYSCANNER: OUR JOURNEY FROM TRADITIONAL MARKETING TO GROWTH
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Janet Balneaves @janetbalneaves | @SkyscannerGrwth ABANDONING CONVENTIONAL WISDOM
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Transcript of JANET BALNEAVES - SKYSCANNER: OUR JOURNEY FROM TRADITIONAL MARKETING TO GROWTH
Janet Balneaves@janetbalneaves | @SkyscannerGrwth
ABANDONING CONVENTIONAL WISDOM
@SkyscannerGrwth
Alice: This is impossible.The Mad Hatter : Only if you believe it is.
@SkyscannerGrwth
Exponential and very healthy growth
December 2004
December 2005
December 2006
December 2007
December 2008
December 2009
December 2010
December 2011
December 2012
December 2013
December 2014
December 2015
December 2016
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@SkyscannerGrwth
40m app downloads
50m unique monthly visitors
Tech company first & foremost: 50% Software Engineers
@SkyscannerGrwth
What Worked for us Yesterday,Is Painful Today,Will be Broken Tomorrow.
@richardlennox - Skyscanner
Life before Growth
Conventional Wisdom is King
@SkyscannerGrwth
Functional Siloes Across Teams
Product Engineering Marketing
Best Time to Book
@SkyscannerGrwth
Best Time to Book
@SkyscannerGrwth
Homepage
Homepage
Product Experiments
@SkyscannerGrwth
What to change?
@SkyscannerGrwth
Principles
Aligned Autonomy
Spotify – Henrik Kniberg
@SkyscannerGrwth
Growth Ninja
Impact-driven, focused on outcomes
T-shaped avid learner
Agile & lean mentality
Addicted to metrics and data
Product obsessed
Customer Focused
Experimental Scientific Method
@SkyscannerGrwth
@SkyscannerGrwth
Data Science
@SkyscannerGrwth
Product Manager
Software Engineer
Growth Marketer
Data Scientist Designer
@SkyscannerGrwth
Starting Up
Building Supply
Achieving Product Market Fit
Preparing for Hypergrowth
Hypergrowth
Growth Tribes
@SkyscannerGrwth
Central Growth Tribe
EMEA Regional Growth Tribe
AMER Regional Growth Tribe
APAC Regional Growth Tribe
@SkyscannerGrwth
Effecting Change
@SkyscannerGrwth
Learning
@SkyscannerGrwth
Open Communication
@SkyscannerGrwth
@SkyscannerGrwth
Stand on the Shoulders of Giants
@SkyscannerGrwth
Life in Growth
@SkyscannerGrwth
Growth Experiments
@SkyscannerGrwth
27-Apr 18-Jun 21-Jul 14-Aug 09-Sep 02-Oct 23-Oct 16-Nov 08-Dec 07-Jan 01-Feb 22-Feb 22-Mar 15-Apr 17-May 13-Jun 18-Jul 18-Aug 14-Sep 24-Oct 22-Nov0
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@SkyscannerGrwth
Best Time To Book 2016
2016…?
Best Time to Book 2016
@SkyscannerGrwth
@SkyscannerGrwth
Tooling
@SkyscannerGrwth
• Lean Start Up• Growth Mindset• Aligned & Autonomous Teams• Supporting & Encouraging• Continuous Improvement
@SkyscannerGrwth
This Won’t Work for you
@janetbalneavesmedium.com/@Skyscanner | @SkyscannerGrwth | bit.ly/GrowthNinjas
ABANDONING CONVENTIONAL WISDOM
