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Asia Orangio | BoS USA 2022

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Asia Orangio | BoS USA 2022

  1. 1. Growth Operations: How to create a growth plan that works
  2. 2. @asiaorangio demandmaven.io
  3. 3. @asiaorangio demandmaven.io ● Shane and Shawn spoke at BOS in 2019 ● Marketing and overall growth wasn’t quite working and they were on the slow SaaS ramp of death… ● …Until of course they decided to approach their growth challenges differently
  4. 4. Before: ● Lost on messaging and copy ● Chosen channels weren’t effective ● Marketing execution wasn’t the greatest ● Model was limiting ● Product was all over the place @asiaorangio demandmaven.io
  5. 5. Before: ● Lost on messaging and copy ● Chosen channels weren’t effective ● Marketing execution wasn’t the greatest ● Model was limiting ● Product was all over the place @asiaorangio demandmaven.io After: ● Adjusted copy to fit customer desires ● Tested new channels ● Overhauled content & marketing strategy ● Changed model to Freemium ● Launched new product
  6. 6. And they went from $5M to $20M+ @asiaorangio demandmaven.io
  7. 7. And they went from $5M to $20M+ But what about the “in-between”? @asiaorangio demandmaven.io
  8. 8. And they went from $5M to $20M+ But what about the “in-between”? @asiaorangio demandmaven.io
  9. 9. @asiaorangio demandmaven.io We’ve all seen the list about why startups fail…
  10. 10. @asiaorangio demandmaven.io 1. No business plan or model 2. Lost focus 3. Not the right team 4. Was outcompeted 5. No market needed 6. Pricing/cost issues 7. Poor marketing 8. Failure to pivot 9. Poor UX 10. Ignored customers
  11. 11. These are all growth operations problems. @asiaorangio demandmaven.io
  12. 12. Growth Operations “the alignment and orchestration of people, processes, systems, and data that enable your overall business to generate revenue” source: revenuetrail.com @asiaorangio demandmaven.io
  13. 13. Growth Operations “the alignment and orchestration of people, processes, systems, and data that enable your overall business to generate revenue” source: revenuetrail.com @asiaorangio demandmaven.io Some folks also say “revenue operations” ¯_(ツ)_/¯
  14. 14. @asiaorangio demandmaven.io There’s actually more to the story…
  15. 15. strategy @asiaorangio demandmaven.io The overarching cycle:
  16. 16. strategy @asiaorangio demandmaven.io execution performance The overarching cycle:
  17. 17. strategy @asiaorangio demandmaven.io execution performance The overarching cycle:
  18. 18. strategy @asiaorangio demandmaven.io execution performance people processes tools data
  19. 19. strategy @asiaorangio demandmaven.io execution performance people processes tools data
  20. 20. On defining strategy @asiaorangio demandmaven.io The goal: make good decisions faster and uncover clear paths to winning
  21. 21. @asiaorangio demandmaven.io “Strategy is about making specific choices to win in the marketplace…to do some things and not others and building a business around those choices.” Roger Martin, Author of Playing to Win
  22. 22. strategy ≠ a plan @asiaorangio demandmaven.io
  23. 23. strategy ≠ a plan strategy ≠ a vision @asiaorangio demandmaven.io
  24. 24. strategy ≠ a plan strategy ≠ a vision strategy ≠ optimization @asiaorangio demandmaven.io
  25. 25. strategy ≠ a plan strategy ≠ a vision strategy ≠ optimization strategy ≠ best practices @asiaorangio demandmaven.io
  26. 26. strategy ≠ a plan strategy ≠ a vision strategy ≠ optimization strategy ≠ best practices @asiaorangio demandmaven.io
  27. 27. strategy = decisions. @asiaorangio demandmaven.io
  28. 28. strategy = decisions. @asiaorangio demandmaven.io But it’s much easier said than done…
  29. 29. strategy @asiaorangio demandmaven.io execution performance people processes tools data
  30. 30. @asiaorangio demandmaven.io
  31. 31. @asiaorangio demandmaven.io
  32. 32. @asiaorangio demandmaven.io There’s people challenges with defining growth strategy…
  33. 33. @asiaorangio demandmaven.io …and with the process of strategy..
  34. 34. @asiaorangio demandmaven.io According to Alex, CEOs need to spend 20-40% of their time on innovation.
  35. 35. @asiaorangio demandmaven.io There’s also a data gap…
  36. 36. @asiaorangio demandmaven.io GROWTH STRATEGY Questions to ask ourselves regarding our internal strategic cycle:
  37. 37. @asiaorangio demandmaven.io GROWTH STRATEGY Do you and your team have the strategic capabilities? Questions to ask ourselves regarding our internal strategic cycle:
  38. 38. @asiaorangio demandmaven.io GROWTH STRATEGY What is your process for making decisions? Do you and your team have the strategic capabilities? Questions to ask ourselves regarding our internal strategic cycle:
  39. 39. @asiaorangio demandmaven.io GROWTH STRATEGY What is your process for making decisions? Do you and your team have the strategic capabilities? Questions to ask ourselves regarding our internal strategic cycle: What frameworks or tools can support your strategic process?
  40. 40. @asiaorangio demandmaven.io GROWTH STRATEGY What is your process for making decisions? Do you and your team have the strategic capabilities? Questions to ask ourselves regarding our internal strategic cycle: What data do you need to make better decisions? What frameworks or tools can support your strategic process?
  41. 41. A path for execution @asiaorangio demandmaven.io The goal: first, do… and eventually do more fast — preferably with less
  42. 42. execution = set of actions @asiaorangio demandmaven.io
  43. 43. execution = set of actions set of actions = plan @asiaorangio demandmaven.io
  44. 44. execution = set of actions set of actions = plan @asiaorangio demandmaven.io
  45. 45. @asiaorangio demandmaven.io
  46. 46. @asiaorangio demandmaven.io
  47. 47. @asiaorangio demandmaven.io image source: visual-paradigm.com
  48. 48. @asiaorangio demandmaven.io
  49. 49. And yet, not all execution is created equal @asiaorangio demandmaven.io
  50. 50. @asiaorangio demandmaven.io image source: profitwell.com There’s clearly an obsession with Acquisition execution…
  51. 51. @asiaorangio demandmaven.io image source: profitwell.com … but Acquisition efforts aren’t the most efficient way of growing
  52. 52. strategy @asiaorangio demandmaven.io execution performance
  53. 53. strategy @asiaorangio demandmaven.io execution performance
  54. 54. strategy @asiaorangio demandmaven.io execution performance
  55. 55. strategy @asiaorangio demandmaven.io execution performance
  56. 56. @asiaorangio demandmaven.io EXECUTION Questions to ask ourselves regarding how we execute for growth:
  57. 57. @asiaorangio demandmaven.io EXECUTION Do I and my team have the skills to execute? Anyone we need to hire? Questions to ask ourselves regarding how we execute for growth:
  58. 58. @asiaorangio demandmaven.io EXECUTION What is our process for getting things done? How will each team GSD? Do I and my team have the skills to execute? Anyone we need to hire? Questions to ask ourselves regarding how we execute for growth:
  59. 59. @asiaorangio demandmaven.io EXECUTION What is our process for getting things done? How will each team GSD? Do I and my team have the skills to execute? Anyone we need to hire? Questions to ask ourselves regarding how we execute for growth: What frameworks or methodologies can guide execution? What tools will everyone need?
  60. 60. @asiaorangio demandmaven.io EXECUTION What is our process for getting things done? How will each team GSD? Do I and my team have the skills to execute? Anyone we need to hire? Questions to ask ourselves regarding how we execute for growth: What data do we need to get started? What data will we collect? What frameworks or methodologies can guide execution? What tools will everyone need?
  61. 61. The art of performance @asiaorangio demandmaven.io The goal: retrospect and reflect to inform the next iteration
  62. 62. @asiaorangio demandmaven.io
  63. 63. @asiaorangio demandmaven.io
  64. 64. Performance How we know something brought us closer to our goals, (or didn’t). @asiaorangio demandmaven.io
  65. 65. Performance How we know something brought us closer to our goals, (or didn’t). It informs: ● Strategy and choices we may make ● Execution and how we execute differently @asiaorangio demandmaven.io
  66. 66. performance ≠ binary @asiaorangio demandmaven.io
  67. 67. performance ≠ binary (it’s iterative) @asiaorangio demandmaven.io
  68. 68. @asiaorangio demandmaven.io analysis
  69. 69. @asiaorangio demandmaven.io ➕ reflection analysis
  70. 70. @asiaorangio demandmaven.io ➕ reflection analysis Most teams are obsessed with this (even if they’re bad at it) Fewer teams do this as part of their performance processes..
  71. 71. @asiaorangio demandmaven.io The North Star Metric is the single metric that best captures the core value that your product delivers to customers. Optimizing your efforts to grow this metric is key to driving sustainable growth across your full customer base. Sean Ellis, author of “Hacking Growth”
  72. 72. @asiaorangio demandmaven.io “I remember sitting in a bar, on December 26th over a beer, with another CEO giving me advice. “Just pick a number and grow it 8% a week,” he said. “Really? But then how do I actually grow the number?” I asked. “You’ll figure it out.” 🍻 Julien Smith, CEO of Breather
  73. 73. @asiaorangio demandmaven.io “I remember sitting in a bar, on December 26th over a beer, with another CEO giving me advice. “Just pick a number and grow it 8% a week,” he said. “Really? But then how do I actually grow the number?” I asked. “You’ll figure it out.” 🍻 Julien Smith, CEO of Breather Breather’s North Star KPI: # of booked hours
  74. 74. @asiaorangio demandmaven.io PERFORMANCE When will we report, review, and reflect on performance? How often? Who owns reporting on performance? Per team? Who decides the KPIs? Questions to ask ourselves regarding how we will reflect and inform growth: What KPIs will we use? What data do we need to understand performance? What tools and/or methodologies will everyone need to effectively report?
  75. 75. @asiaorangio demandmaven.io Download the Growth Operations Canvas: https://bit.ly/growth-ops-canvas
  76. 76. CEOs/Founders take a stab at it first; see what gaps emerge Send it to team members most responsible for strategy Reconvene as a team to discuss gaps and “oh shit” moments @asiaorangio demandmaven.io 1 2 3 Pro tips for completing the Growth Operations Canvas:
  77. 77. Thank You! @asiaorangio asia@demandmaven.io demandmaven.io
  78. 78. 56% @asiaorangio demandmaven.io faster growth for teams that focus on one product ($1M - $10M)
  79. 79. 66% @asiaorangio demandmaven.io faster growth for teams that focus on multiple product ($10M - $100M)

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