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How to Setup Growth
and CRM Teams to
Succeed in 2020
Saket Toshniwal
WEBINAR
Intelligent Customer
Engagement
Platform for the
Mobile-first World
One-stop solution for engaging
your customers throughout their
lifecycle
Speaker
SAKET TOSHNIWAL
Head of CRM
Helping 550+ clients worldwide
attain massive scale
Recognized by
market research and industry leaders
55+ Billion
Events recorded per month
40+ Billion
Messages sent per month
500+ Million
User profiles processed
every month
Featured twice as one of the
highest-rated in the
‘Mobile Marketing Automation’ MQ
in terms of customer experience
Digital CX Competency partners
for achieving scale and innovation
with AWS
Vendor landscape for
Mobile Engagement Automation
solutions
Disclaimer
The opinions expressed in this presentation and on the following slides are solely those of the
presenter(mine) and not necessarily those of the company. LOVOO does not guarantee the
accuracy or reliability of the information provided herein.
Why breaking silos is important
Problem oriented: “I want to shine”
● Slow
● Lack of transparency
● Chaotic cross-functional collaboration
● Product-problem centric
● Task focus
Solution-driven: “We want to get things done”
● Fast
● Highly transparent
● Cross-functional collaboration
● Customer/User-centric
● Outcome focus
• Breaking silos means a free-flow of information that focuses on
achieving outcomes faster.
• Create a unified vision of team collaboration.
• Work towards common goals using collaboration tools.
• Communicate often and have a game plan.
• Move Fast and Create Outcomes
• Play, as a team
• Learn and Share Learnings
• Be Accountable
How do CRM teams look
like?
How do CRM teams look like?
• Team Captain
• CRM Campaign Specialists
• Subject Matter Experts - Analyst /Data Scientist,
email marketer
• Copywriter
• Designer
• Quality Assurance
• Cross-Functional/Cross-Departmental Teams
Defining a CRM team would depend on
your type of business
ENTERPRISE
SUBSCRIPTION
E-COMMERCE ADVERTISING
TRANSACTIONAL
SAAS
HARDWARE
MARKETPLACE
USAGE-BASED
Subscriptions
Marketplace
SAAS
needs a customer success team and a content marketing team
Metrics to focus on
● Revenue metrics
● Revenue influencing metrics
● Growth experiment metrics
● Channel metrics
Common mistakes
● Only Channel metrics
● “Fancy metrics”
● Only marketing driven
Startup:
Yet to receive a product-market fit? CRM team is not required.
Focus on product growth → Revenue and paying customers
Growing phase:
Post product-market fit → Engagement, retention, and revenue
Growth phase:
Expanding really fast → Acquisition(referral), activation, and revenue
Enterprise:
Large corporates with 20 Million users → Channel engagement, retention, engagement, and revenue
Focus of CRM teams at different size and stage of
companies
Premise of a growth team, steps
of growth process, and more
Growth team
A Growth team’s core thesis is to:
1) Reduce friction.
2) Accelerate the value perceived by
your customers.
3) Influence growth in revenue.
MAIN STEPS OF GROWTH PROCESS
KPI
ANALYSIS
How you learn from your tests
to improve the next set of ideas
HYPOTHESES
How you develop targeted
ideas
EXPERIMENT
How you execute the ideas you
have chosen
PRIORITISE
How you decide which
ideas to execute
Growth teams in large companies
Independent model — Uber, Facebook Functional model — Twitter, Pinterest
Growth teams for
● Start up before product market fit not required
● Grown up after product market fit may not be required
● Growth phase is growth team is required
● Enterprise with multiple product categories / revenue streams, growth
team is required
How do you prioritize or choose between
different growth strategies?
● Impact on outcome metric
● Reach
● Effort / Time to market
● Risk
● Company / Quarter Goals
● Previous learnings
Recommended framework for hiring in 2020
Job description as a “Saket’s Role Canvas” format
● Purpose: Why does this role exist?
● Accountabilities: What outcomes is the role responsible for? Activities & Techniques: JTBD on tasks,
responsibilities.
● Behavior: Key capabilities of Emotional Intelligence, what characteristics should the person possess,
elements he/she will add to the team. “Team-Fit"
● First 120 days plan: Project/activities the new hire would focus on in the first 120 days after joining.
● Success metrics: How will you measure success in this role.
Skill assessment.
The decision: If you are not dying to hire the person, don’t make an offer.
Refer: https://www.linkedin.com/pulse/what-i-learnt-hiring-5-people-months-saket-toshniwal/
Summary
● Why breaking silos is important and how to break them?
● What does a CRM team look like? How does it influence different business models?
● What is the premise of a growth team?
● Growth process and team setup?
● How do you prioritize or choose between different growth strategies?
● Hiring in 2020 with the role canvas.
Thank You!
Any questions?

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How to Setup Growth and CRM Teams to Succeed in 2020 with Saket Toshniwal of Lovoo

  • 1. How to Setup Growth and CRM Teams to Succeed in 2020 Saket Toshniwal WEBINAR
  • 2. Intelligent Customer Engagement Platform for the Mobile-first World One-stop solution for engaging your customers throughout their lifecycle
  • 4. Helping 550+ clients worldwide attain massive scale Recognized by market research and industry leaders 55+ Billion Events recorded per month 40+ Billion Messages sent per month 500+ Million User profiles processed every month Featured twice as one of the highest-rated in the ‘Mobile Marketing Automation’ MQ in terms of customer experience Digital CX Competency partners for achieving scale and innovation with AWS Vendor landscape for Mobile Engagement Automation solutions
  • 5. Disclaimer The opinions expressed in this presentation and on the following slides are solely those of the presenter(mine) and not necessarily those of the company. LOVOO does not guarantee the accuracy or reliability of the information provided herein.
  • 6. Why breaking silos is important Problem oriented: “I want to shine” ● Slow ● Lack of transparency ● Chaotic cross-functional collaboration ● Product-problem centric ● Task focus Solution-driven: “We want to get things done” ● Fast ● Highly transparent ● Cross-functional collaboration ● Customer/User-centric ● Outcome focus
  • 7. • Breaking silos means a free-flow of information that focuses on achieving outcomes faster. • Create a unified vision of team collaboration. • Work towards common goals using collaboration tools. • Communicate often and have a game plan.
  • 8. • Move Fast and Create Outcomes • Play, as a team • Learn and Share Learnings • Be Accountable
  • 9. How do CRM teams look like?
  • 10. How do CRM teams look like? • Team Captain • CRM Campaign Specialists • Subject Matter Experts - Analyst /Data Scientist, email marketer • Copywriter • Designer • Quality Assurance • Cross-Functional/Cross-Departmental Teams
  • 11. Defining a CRM team would depend on your type of business ENTERPRISE SUBSCRIPTION E-COMMERCE ADVERTISING TRANSACTIONAL SAAS HARDWARE MARKETPLACE USAGE-BASED
  • 14. SAAS needs a customer success team and a content marketing team
  • 15. Metrics to focus on ● Revenue metrics ● Revenue influencing metrics ● Growth experiment metrics ● Channel metrics Common mistakes ● Only Channel metrics ● “Fancy metrics” ● Only marketing driven
  • 16. Startup: Yet to receive a product-market fit? CRM team is not required. Focus on product growth → Revenue and paying customers Growing phase: Post product-market fit → Engagement, retention, and revenue Growth phase: Expanding really fast → Acquisition(referral), activation, and revenue Enterprise: Large corporates with 20 Million users → Channel engagement, retention, engagement, and revenue Focus of CRM teams at different size and stage of companies
  • 17. Premise of a growth team, steps of growth process, and more
  • 18. Growth team A Growth team’s core thesis is to: 1) Reduce friction. 2) Accelerate the value perceived by your customers. 3) Influence growth in revenue. MAIN STEPS OF GROWTH PROCESS KPI ANALYSIS How you learn from your tests to improve the next set of ideas HYPOTHESES How you develop targeted ideas EXPERIMENT How you execute the ideas you have chosen PRIORITISE How you decide which ideas to execute
  • 19. Growth teams in large companies Independent model — Uber, Facebook Functional model — Twitter, Pinterest
  • 20. Growth teams for ● Start up before product market fit not required ● Grown up after product market fit may not be required ● Growth phase is growth team is required ● Enterprise with multiple product categories / revenue streams, growth team is required
  • 21. How do you prioritize or choose between different growth strategies? ● Impact on outcome metric ● Reach ● Effort / Time to market ● Risk ● Company / Quarter Goals ● Previous learnings
  • 22. Recommended framework for hiring in 2020 Job description as a “Saket’s Role Canvas” format ● Purpose: Why does this role exist? ● Accountabilities: What outcomes is the role responsible for? Activities & Techniques: JTBD on tasks, responsibilities. ● Behavior: Key capabilities of Emotional Intelligence, what characteristics should the person possess, elements he/she will add to the team. “Team-Fit" ● First 120 days plan: Project/activities the new hire would focus on in the first 120 days after joining. ● Success metrics: How will you measure success in this role. Skill assessment. The decision: If you are not dying to hire the person, don’t make an offer. Refer: https://www.linkedin.com/pulse/what-i-learnt-hiring-5-people-months-saket-toshniwal/
  • 23. Summary ● Why breaking silos is important and how to break them? ● What does a CRM team look like? How does it influence different business models? ● What is the premise of a growth team? ● Growth process and team setup? ● How do you prioritize or choose between different growth strategies? ● Hiring in 2020 with the role canvas.