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Growth Marketing Conference London 2017 - Douglas Cook - Growth Iceberg

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Douglas is the Product Owner & Squad Lead for the EMEA Campaign squad, responsible for a cross functional team with a dual purpose- to create best in class growth marketing activities and campaigns for the EMEA region.

Further, they are also responsible for developing and embedding growth hacking principles and lean and agile marketing tools, processes and best practice within all other teams in the EMEA region.

With its popularity with start-ups, and the proliferation of cheap and free growth hacking tactics flooding blogs, you’d be forgiven for thinking that operating a growth team might be easier than an traditional marketing team. However underneath the surface, the change required to transition a business from marketing to growth is huge, encompassing all parts of the organisation. At Skyscanner we have gone through this transition over the past 2 years, moving from a traditional marketing structure to a Lean, Agile, Growth Hacking team – and all the buzzwords in-between.

Twitter: @MrDouglasCook
LinkedIn: https://www.linkedin.com/in/ddcook/

Published in: Marketing
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Growth Marketing Conference London 2017 - Douglas Cook - Growth Iceberg

  1. 1. First, me (and us)
  2. 2. 3.5 years at Skyscanner 7 years in FMCG marketing Transitioned from marketing to growth at the same time as our business @skyscannergrwth @mrdouglascook
  3. 3. 60m app downloads 50m unique monthly visitors 800 staff Tech company first & foremost: 50% Engineers, 10% Marketers @skyscannergrwth @mrdouglascook
  4. 4. Life before Growth Conventional Wisdom is King @skyscannergrwth @mrdouglascook
  5. 5. Product Engineering Marketing Functional Siloes Across Teams @skyscannergrwth @mrdouglascook
  6. 6. Marketing activity was slow and laborious @skyscannergrwth @mrdouglascook
  7. 7. And big bang in nature @skyscannergrwth @mrdouglascook
  8. 8. @skyscannergrwth @mrdouglascook
  9. 9. @skyscannergrwth @mrdouglascook
  10. 10. 1. People & Culture @skyscannergrwth @mrdouglascook
  11. 11. Highly Autonomous Teams https://labs.spotify.com/2014/03/27/spotify-engineering-culture-part-1/@skyscannergrwth @mrdouglascook
  12. 12. https://medium.com/@Skyscanner/the-culture-of-growth-squads-in-skyscanner-26653e3590c4#.sdryrwowi
  13. 13. We organised ourselves into central & regional growth tribes Central Growth Tribe EMEA Regional Growth Tribe AMER Regional Growth Tribe APAC Regional Growth Tribe https://medium.com/@Skyscanner/our-tribes-central-growth-and-regional-growth-9a28c41532f1#.ri13oz319@skyscannergrwth @mrdouglascook
  14. 14. 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 @skyscannergrwth @mrdouglascook
  15. 15. Open and Transparent
  16. 16. Competency Framework
  17. 17. Growth Mindset is as important as growth hacking. @skyscannergrwth @mrdouglascook
  18. 18. Culture eats strategy for breakfast. - Peter Drucker @skyscannergrwth @mrdouglascook
  19. 19. 2. Lean startup principles @skyscannergrwth @mrdouglascook
  20. 20. Lean Start-up Principles https://medium.com/@Skyscanner/getting-growth-facilitation-on-point-guide-f4fafb74dac8#.xz9sn5o88
  21. 21. 3. Agile marketing https://medium.com/@Skyscanner/developing-a-lean-and-agile-marketing-process-d1822be47671#.pfbmwmrsf@skyscannergrwth @mrdouglascook
  22. 22. Individuals and interactions over processes and tools Working software over comprehensive documentation Customer collaboration over contract negotiation Responding to change over following a plan http://agilemanifesto.org/ Manifesto for agile software development @skyscannergrwth @mrdouglascook
  23. 23. 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 @skyscannergrwth @mrdouglascook
  24. 24. Validated learning over opinions and conventions Customer focused collaboration over silos and hierarchy Adaptive and iterative campaigns over Big-Bang campaigns Many small experiments over a few large bets http://agilemarketingmanifesto.org/ Agile marketing manifesto @skyscannergrwth @mrdouglascook
  25. 25. Life in Growth @skyscannergrwth @mrdouglascook
  26. 26. So what’s the impact? @skyscannergrwth @mrdouglascook
  27. 27. Plenty of graphs like this @skyscannergrwth @mrdouglascook
  28. 28. •This Won’t Work for you
  29. 29. Slides> bit.ly/GrowthIceberg @SkyscannerGrwth @mrdouglascook Want to know more?

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