@SeanEllis

The Growth Team Building the Ultimate Full Company Growth Team

Sean Ellis Founder & CEO GrowthHackers November 3, 2015

@SeanEllis

Scaling Growth is Function of Process and Team

Team Process

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But Many Products Not Yet Growth Worthy

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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

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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)

@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

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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

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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

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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

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Example: Twitter Accelerated Testing 2011

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Growth Team Needs an Effective Process

Unbridled Ideation

Prioritize backlog

Launch Tests

Capture learning

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Unbridled Ideation

Unbridled Ideation

Prioritize backlog

Launch Tests

Capture learning

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Grow a Large Backlog of Ideas

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Idea Inputs from External and Internal Experts

External Experts

Internal Experts

Ideas Tests Results

Core Growth Team Drives Process

@SeanEllis

Prioritize Backlog

Unbridled Ideation

Prioritize backlog

Launch Tests

Capture learning

@SeanEllis

Formalize Ideas in an Experiment Document

Keep general contributor ideas simple (no ICE)

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Compare Ideas by ICE Score

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Launch Tests

Unbridled Ideation

Prioritize backlog

Launch Tests

Capture learning

@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

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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

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Capture Learning

Unbridled Ideation

Prioritize backlog

Launch tests

Capture learning

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Capture Learning in Knowledge Base

Every test leads to learning

Organize learning for easy access

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Share Learning with Team and Participating Experts

External Experts

Internal Experts

Ideas Tests Results

Core Growth Team Drives Process

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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

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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