Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Who You Should Hire for Sustainable Growth - #GHConf18

1,158 views

Published on

Finding someone who sits on marketing that understands product, or someone in product that understands marketing isn’t enough to assure they are going to drive real impact along your growth curve. And if we’re going to be brutally honest for a minute…isn’t cross-team knowledge and awareness more of a prerequisite for any hire these days? In this presentation you’ll learn what you need to know to staff for sustainable growth.

Published in: Business

Who You Should Hire for Sustainable Growth - #GHConf18

  1. 1. Joanna Lord CMO, ClassPass @JoannaLord Who You Should Hire for Sustainable Growth #GHConf18
  2. 2. Who You Should Hire for Sustainable Growth Joanna Lord Chief Marketing Officer, ClassPass @joannalord #GHconf18
  3. 3. X
  4. 4. What is growth?
  5. 5. Creating inflection opportunities for business success.
  6. 6. T h e r e a r e o n l y t h r e e w a y s t o g r o w :
  7. 7. T h e r e a r e o n l y t h r e e w a y s t o g r o w : ACQUISITION RETENTION MONETIZATION
  8. 8. T h e r e a r e o n l y t h r e e w a y s t o g r o w : ACQUISITION RETENTION MONETIZATION
  9. 9. T h e r e a r e o n l y t h r e e w a y s t o g r o w : ACQUISITION RETENTION MONETIZATION
  10. 10. but why is that so hard?
  11. 11. because a lot has changed.
  12. 12. ownership has changed
  13. 13. PRODUCT MARKETING ENGINEERING DATA GROWTH : marketing
  14. 14. PRODUCT MARKETING ENGINEERING DATA GROWTH : marketing : product & marketing
  15. 15. PRODUCT MARKETING ENGINEERING DATA GROWTH : marketing : product & marketing & engineering & data : product & marketing
  16. 16. there is now a requirement for cross functional effectiveness that wasn’t there before.
  17. 17. organizational structure has changed
  18. 18. Example: LinkedIn Growth Team SEO Onboarding Network Growth Comms PYMK, Virality, Connections Engagement through email/push, Resurrection SEO, Conversion
 optimization, Public profile Onboarding, Activation, Intent discovery
  19. 19. there is now a requirement for elasticity and comfort with ambiguity that wasn’t there before.
  20. 20. who you need to hire has changed
  21. 21. : creative
  22. 22. : creative : creative & analytical
  23. 23. : creative : creative & analytical : creative & analytical & technical & intuition
  24. 24. there is now a requirement for cross domain hires that wasn’t there before.
  25. 25. So we just have to change who we hire, how we organize around, and how we operate.
  26. 26. …and we have to do that while delivering beautiful marketing, on a budget, with limited resources, quickly, effectively, and we have to do it better than anyone else. So we just have to change who we hire, how we organize around, and how we operate.
  27. 27. f&ck.* * the & is a u. it spells fuck.
  28. 28. but it can be done.
  29. 29. #itsallaboutthepeople
  30. 30. The Key Qualities of a Great Growth Hire
  31. 31. 1 they are: brutally optimistic.
  32. 32. In a growth mindset, people believe that their most basic abilities can be developed through dedication and hard work— brains and talent are just the starting point. This view creates a love of learning and a resilience that is essential for great accomplishment. the coveted “growth mindset”
  33. 33. In a growth mindset, people believe that their most basic abilities can be developed through dedication and hard work— brains and talent are just the starting point. This view creates a love of learning and a resilience that is essential for great accomplishment. the coveted “growth mindset”
  34. 34. but for real…what does that mean? Relentless. Exceptionally high work ethic. Been through pivots, can speak to them effectively.
 Understands power of retro, ABL mentality. “Visionary” approach to management. High likeability, “lead from within” style.
  35. 35. they are: domain agnostic, t-shaped hires.
  36. 36. skills that fuel growth : t-shaped
  37. 37. skills that fuel growth : t-shaped, domain specific Brand : Lead Gen : Community : Loyalty : Email : Social : Press : Communications : Content : SEO : Technical PPC
  38. 38. Technical : Analytical : Creative : Product : Design Theory : Paid : Inbound : CRO : Content : Statistics: Modeling : Database/SQL : Psychology Marketing skills that fuel growth : t-shaped, domain agnostic
  39. 39. but for real…what does that mean? Top down expectation around a more well rounded skillset. Invest in training programs like Reforge, GA, CodeFellows, etc. In-house programs around cross domain learning. Encourage the side hustle. Support the millenial renaissance of always wanting to be better.
  40. 40. they are: low ego, comfortable with ambiguity
  41. 41. T H I S I S T H E H A R D E S T PA R T “How you organize will either fuel or kill growth.”
  42. 42. MARKETING PARTNERS PRODUCT ENGINEERIN G PRICING CX FINANCE LEGAL T H E WAY I T S A LWAY S B E E N D O N E .
  43. 43. CAC CHURN BURN T H E WAY I T S H O U L D B E D O N E .
  44. 44. but for real…what does that mean? Full stack inclination for autonomous output. Decentralized mentality. No need to “own” but can when needed. Comfortable with quick pivots & gray areas. Excellent collaborator. Strong documenter, attention to detail oriented.
  45. 45. they are: high EQ, able to keep perspective
  46. 46. L I K E R I G H T N O W “Often the hardest, most complicated business decision is the exact one you need to make.”
  47. 47. X
  48. 48. but for real…what does that mean? Scores high on all four of the EQ quandrants. Ruthless prioritizor, nothing is precious. Ability to compartmentalize. Pragmatist. Structures around output not people.
  49. 49. Growth isn’t about magical tactics and platform hacks.
  50. 50. The best brands in the world are investing in growth as an operational machine. They’re hiring curious, resourceful, low ego people to triangulate around a problem and run fast. Growth isn’t about magical tactics and platform hacks.
  51. 51. Thank You! Questions? @joannalord Joanna Lord CMO, ClassPass @joannalord
  52. 52. Learn more about the GrowthHackers Conference at GrowthHackers.com/Conference

×