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Some Context
How do you perform
marketing when
your product
changes 10,000
times a day?*
*Number created for dramatic effect, but it’s ...
We are a Tech Business
1. People
Highly Autonomous Teams
https://labs.spotify.com/2014/03/27/spotify-engineering-culture-part-1/
https://medium.com/@Skyscanner/the-culture-of-growth-squads-in-skyscanner-26653e3590c4#.sdryrwowi
We organized
ourselves into
central & regional
growth tribes
Central
GrowthTribe
EMEA Regional
GrowthTribe
AMER Regional
G...
~8 people or less
Cross Functional
Squads
Roles within Growth Teams
Product Manager
Experiment
Roadmap
Growth Engineer
Implementation of
features & products
Growth ...
Open and Transparent
Learn from others
Competency Framework
2. Lean startup principles
Lean Start-up Principles
https://medium.com/@Skyscanner/getting-growth-facilitation-on-point-guide-f4fafb74dac8#.xz9sn5o88
What does this look like in practice
Idea to MVP in 4
hours.
12x iterations in 2
weeks.
Squad entirely self
sufficient.
3. Agile marketing
https://medium.com/@Skyscanner/developing-a-lean-and-agile-marketing-process-d1822be47671#.pfbmwmrsf
Individuals and interactions over processes and tools
Working software over comprehensive documentation
Customer collabora...
Customer satisfaction by early and continuous delivery of valuable
software
Welcome changing requirements, even in late de...
Working software is the principal measure of progress
Sustainable development, able to maintain a constant pace
Continuous...
Validated learning over opinions and conventions
Customer focused collaboration over silos and hierarchy
Adaptive and iter...
4. From marketers
to growth hackers
Growth Hacker
A hacker whose sole objective is to grow the number of users of a
specific product, and make every strategic...
1.1 Introduction to Growth Hacking
What does a growth hacker do?
1 Creates a product or feature people want
Scale acquisition and increase activation, retent...
AARRR - Acquisition
First point of contact between
a user and your product
AARRR - Activation
User performs a key activity
with the product at which we
deliver enough value that
meets user’s needs
AARRR- Retention
Users coming back,
consistently getting value
by having their needs met
AARRR- Referral
Users share the product or
services with others
AARRR- Revenue
Money we make by meeting
users’ needs
So what’s the impact?
Plenty of graphs like this
People
Lean Start-up
Agile
Growth Hacking
•This Won’t Work for you
Want to know more?
@SkyscannerGrwth
codevoyagers.com/
Skyscanner: Abandoning conventional wisdom for hypergrowth
Skyscanner: Abandoning conventional wisdom for hypergrowth
Skyscanner: Abandoning conventional wisdom for hypergrowth
Skyscanner: Abandoning conventional wisdom for hypergrowth
Skyscanner: Abandoning conventional wisdom for hypergrowth
Skyscanner: Abandoning conventional wisdom for hypergrowth
Skyscanner: Abandoning conventional wisdom for hypergrowth
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Skyscanner: Abandoning conventional wisdom for hypergrowth

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Not only does Skyscanner have to grapple with the fast moving world of digital marketing, but also the fast moving nature of our product, as a result we can’t do things conventionally.

We believe that business growth isn’t solely achieved from isolated efforts by a marketing department, commercial team or product engineering focus. We believe that it is achieved by blending these specialisms together in a cohesive approach to our markets. With that in mind we have undergone a transformation in the last two years from a traditional marketing structure to a Lean, Agile, Growth Hacking team – and all the buzzwords in-between.

This presentation was originally given at the Marketing Society Scotland Digital Day 2016 https://www.marketingsociety.com/events-gallery/digital-day-scotland-2016
As a "big stage" presentation is hard to follow without the accompanying speaker, I've included full speaker notes with more detail. These are available in the notes view, or by downloading the presentation.

The content combines much of what has been published on the Skyscanner Growth blog medium.com/@Skyscanner

Published in: Marketing

Skyscanner: Abandoning conventional wisdom for hypergrowth

  1. 1. Some Context
  2. 2. How do you perform marketing when your product changes 10,000 times a day?* *Number created for dramatic effect, but it’s a lot.
  3. 3. We are a Tech Business
  4. 4. 1. People
  5. 5. Highly Autonomous Teams https://labs.spotify.com/2014/03/27/spotify-engineering-culture-part-1/
  6. 6. https://medium.com/@Skyscanner/the-culture-of-growth-squads-in-skyscanner-26653e3590c4#.sdryrwowi
  7. 7. We organized ourselves into central & regional growth tribes Central GrowthTribe EMEA Regional GrowthTribe AMER Regional GrowthTribe APAC Regional GrowthTribe https://medium.com/@Skyscanner/our-tribes-central-growth-and-regional-growth-9a28c41532f1#.ri13oz319
  8. 8. ~8 people or less Cross Functional Squads
  9. 9. Roles within Growth Teams Product Manager Experiment Roadmap Growth Engineer Implementation of features & products Growth Marketer Own acquisition of channel Growth Analyst Draw insights from data Growth Designer Creative or user experience design and implementation
  10. 10. Open and Transparent
  11. 11. Learn from others
  12. 12. Competency Framework
  13. 13. 2. Lean startup principles
  14. 14. Lean Start-up Principles https://medium.com/@Skyscanner/getting-growth-facilitation-on-point-guide-f4fafb74dac8#.xz9sn5o88
  15. 15. What does this look like in practice Idea to MVP in 4 hours. 12x iterations in 2 weeks. Squad entirely self sufficient.
  16. 16. 3. Agile marketing https://medium.com/@Skyscanner/developing-a-lean-and-agile-marketing-process-d1822be47671#.pfbmwmrsf
  17. 17. Individuals and interactions over processes and tools Working software over comprehensive documentation Customer collaboration over contract negotiation Responding to change over following a plan That is, while there is value in the items on the right, we value the items on the left more. http://agilemanifesto.org/ Manifesto for agile software development
  18. 18. Customer satisfaction by early and continuous delivery of valuable software Welcome changing requirements, even in late development Working software is delivered frequently (weeks rather than months) Close, daily cooperation between business people and developers Projects are built around motivated individuals, who should be trusted Face-to-face conversation is the best form of communication (co- location) http://agilemanifesto.org/ Agile principles
  19. 19. Working software is the principal measure of progress Sustainable development, able to maintain a constant pace Continuous attention to technical excellence and good design Simplicity—the art of maximizing the amount of work not done—is essential Best architectures, requirements, and designs emerge from self- organizing teams Regularly, the team reflects on how to become more effective, and adjusts accordingly http://agilemanifesto.org/ Agile principles
  20. 20. Validated learning over opinions and conventions Customer focused collaboration over silos and hierarchy Adaptive and iterative campaigns over Big-Bang campaigns The process of customer discovery over static prediction Flexible vs. rigid planning Responding to change over following a plan Many small experiments over a few large bets http://agilemarketingmanifesto.org/ Agile marketing manifesto
  21. 21. 4. From marketers to growth hackers
  22. 22. Growth Hacker A hacker whose sole objective is to grow the number of users of a specific product, and make every strategic and tactical decision based on growth Unit 1: What is Growth Hacking?
  23. 23. 1.1 Introduction to Growth Hacking
  24. 24. What does a growth hacker do? 1 Creates a product or feature people want Scale acquisition and increase activation, retention and referral only after achieving product market fit 2 Embrace free, low cost alternative ways for growth Incorporate virality in distribution channels and products, think about technology based solution, avoid paid advertising 3 Define actionable goals for experiments Understand growth funnels, prioritise experiments, define tracking and analytics, execute experiments and optimize based on results
  25. 25. AARRR - Acquisition First point of contact between a user and your product
  26. 26. AARRR - Activation User performs a key activity with the product at which we deliver enough value that meets user’s needs
  27. 27. AARRR- Retention Users coming back, consistently getting value by having their needs met
  28. 28. AARRR- Referral Users share the product or services with others
  29. 29. AARRR- Revenue Money we make by meeting users’ needs
  30. 30. So what’s the impact?
  31. 31. Plenty of graphs like this
  32. 32. People Lean Start-up Agile Growth Hacking
  33. 33. •This Won’t Work for you
  34. 34. Want to know more? @SkyscannerGrwth codevoyagers.com/

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