Agile Marketing Meetup

Moving Beyond the Marketing Plan So You Remain Relevant

Average CMO Tenure Doubles!

2007 AdAge: “Blame CMO Turnover on Metrics Mania”

2015 Forbes: “CMOs’ ability to leverage digital and analytics”

But… I Predict Another Big Drop

2007 AdAge: “Blame CMO Turnover on Metrics Mania”

2015 Forbes: “CMOs’ ability to leverage digital and analytics”

Why? Traditional Mktg Lacks Agility

•  Marketing channels have very short shelf life •  Most marketing plans miss channel windows

By James Currier

Scaling Growth?

•  Inspiration from early growth process/teams

•  Met with top growth teams to compare process

•  Today will share our combined best practices

$250B $23B $50B $11B

About Me

•  1996 - 2007: Led marketing from launch to IPO

•  2008: Shifted focus to traction stage

•  Now: Founder/CEO of GrowthHackers

Key Finding: Testing Drives Growth

•  Test to discover (pings)

•  Test to optimize (A vs B)

•  Focus on velocity (quality hard to predict)

2011 Twitter Accelerated Testing

0.5 tests/week 10 tests/week Satya Patel – 2014 Agile Marketing Meetup

Must Rethink Marketing Planning

Quarterly: Marketing Updates •  Customer snapshot and strategy

•  Channel trends and projections

•  Competition changes & tactics

Weekly: High Tempo Testing across vectors

Acquisition Referral Activation Revenue Retention Resurrection

High Tempo Testing

•  More Testing = More Discovery/Optimization

High Tempo Team & Process

Team Process

Team for High Tempo Testing

Team Process

High Tempo Testing Growth Team

•  Start with Growth Master (PM Growth)

•  Add dedicated people to core as needed to hit tempo goals

•  Contract temp specialists to explore channels (FTE proven)

Process for High Tempo Testing

Team Process

High Tempo Testing Growth Process

Unbridled Ideation

Prioritize backlog

Launch Tests

Capture learning

Unbridled Ideation

Unbridled Ideation

Prioritize backlog

Launch Tests

Capture learning

Build Large Idea Backlog

•  My team has 450+ ideas in backlog

Unbridled Ideation

•  Invite participation from whole company

•  Ideas across vectors Acquisition Referral Activation Revenue Retention Resurrection

Formalize ideas in Experiment Doc

•  Include research, hypothesis, target lever

ICE Score 1 - 10

I - Impact

C - Confidence

E - Ease

Prioritize Backlog

Unbridled Ideation

Prioritize backlog

Launch Tests

Capture learning

Prioritize Test Nominations

•  Growth master communicate focus area

•  Growth team members nominate ideas

! Include someone else’s idea

! Ideally within focus area

Weekly Nominations from Team

•  Use ICE to nominate (high impact, high confidence, easy to test)

Launch Tests

Unbridled Ideation

Prioritize backlog

Launch Tests

Capture learning

Weekly Growth Meeting

•  Choose the tests you’re going to launch

•  Meeting establishes a growth rhythm

•  No brainstorming (that’s rest of week)

•  Optimize process to hit testing target

Deciding Target for Test Launches

•  Start small (i.e. 2 tests per week)

•  Right size tests to hit target

•  Add more ambitious tests

•  Increase weekly test target

Manage Testing Queue

•  Assign each test to a project manager

•  Communicate test releases

Capture Learning

Unbridled Ideation

Prioritize backlog

Launch tests

Capture learning

Capture Learning Details

•  Every test leads to learning •  Ensure transparent sharing/access

Weekly Growth Meeting Agenda*

15 min: KPI review & update focus area

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

* GH weekly growth meeting includes CEO, CTO, VP Product, Head of Growth, Head of Design, Growth Engineer, and Analyst

Example Winning Test

•  Moved email collector to top

•  Increased emails collected 700%

Double Down Tests

•  Step 2 of registration •  Improved design/text

Results: Step 2 of Registration

•  22% boost in sign ups

Results: Improved Design/Text

Test +44.5%

Control

2015 GH Accelerated Testing

GH accelerated testing to 3+ per week after growth plateaued

Team + Process = Silver Bullet

Unbridled ideation

Prioritize backlog

Launch tests

Capture learning

Join Canvas private beta at Canvas.GrowthHackers.com

1) Team Ideation 2) Prioritize Testing 3) Capture Learning

Purpose-Built Agile Marketing System: