Kevin Henrikson, Partner Director of Engineering at Microsoft, emphasizes the importance of ROI in growth strategies for startups and brands during the #sejsummit. He advocates for quick failures and adjustments to optimize growth while also highlighting the need for targeted marketing and thorough tracking of performance. Key takeaways include the necessity of setting measurable goals, being aggressive with strategies, and understanding the urgency of making smart financial decisions.

1. Kevin Henrikson
Partner Director Eng @ Microsoft
STARTUPSEntrepreneur Style Growth Tactics for Big Brands
STEAL FROM THE

2. Skin in the
game
ROI is
everything
You need a
quota
3 Takeaways
#SEJSummit
@KevinHenrikson

3. • Startups, Mobile, Growth
• Yahoo, VMware, Microsoft

4. AdSense Products Referrals
#SEJSummit
@KevinHenrikson

5. #SEJSummit
@KevinHenrikson

6. Poll 1
Which best describes
your role?
A. Director/Manager of Marketing
B. Business Owner/Manager
C. Growth team
D. I'm not doing anything with Growth
E. Agency

7. LEARN
WHAT DID I

8. It’s really easy
to lose lots of
money fast
Small tweaks -
order of
magnitude change
Find a need
and users will
come in droves
Affiliate or middle
man marketing is
hard!!

9. GAME
SKIN IN THE

10. Would you
spend your
own money?
#SEJSummit
@KevinHenrikson

11. Are you
making
smart bets?
#SEJSummit
@KevinHenrikson

12. What is the
penalty for
bad bets?
• Sense of urgency to adjust /
correct.
#SEJSummit
@KevinHenrikson

13. Don’t be
afraid to fail
• But fail fast and move on
#SEJSummit
@KevinHenrikson

14. • Web Sale

15. Poll 2
What is your biggest
growth struggle?
A. Producing enough growth ideas
B. Finding time to manage / review
growth data
C. Consistency of active growth
projects
D. Growth budget

16. ROI ISEVERYTHING

17. Can’t manage
what you
don’t track
• Determine goals and make
sure to measure them
• Think end-to-end you can’t
know too much
#SEJSummit
@KevinHenrikson

18. PPC is free
• If you are doing it right
#SEJSummit
@KevinHenrikson

19. Positive ROI
is like
breathing
• If it stops you won’t survive
very long
#SEJSummit
@KevinHenrikson

20. • DAU Growth

21. QUOTA
YOU NEED A

22. Marketing and
growth should
have a target
• Learn from the best sales
teams
• Top down targets should be
2-3x of the actual target
#SEJSummit
@KevinHenrikson

23. Manage each
channel or
strategy as a
unit
• Be aggressive and track
each for maximum success
#SEJSummit
@KevinHenrikson

24. Fail fast
• Make it easy to see when
any strategy is falling behind
#SEJSummit
@KevinHenrikson

25. #SEJSummit
@KevinHenrikson
Skin in the
game
ROI is
everything
You need a
quota
3 Takeaways

26. Kevin Henrikson
Partner Director Eng @ Microsoft
@KevinHenrikson
Thank You!