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KPI driven growth
@nilanp
Helped startups get to
traction
TransferWise is
the leading
global platform
in international
money
transfers
£3bn
@nilanp
£135m
@nilanp
300+ routes
@nilanp
How TransferWise
was born
@nilanp
How we grow
Evangelism is
the biggest
driver of growth
We’ve systemised
Word of Mouth
growth using NPS
@nilanp
Would you recommend us to
your friends?
1 2 3 4 5 6 7 8 9 10
Detractors Neutral Promoters
Would you recommend us to
your friends?
1 2 3 4 5 6 7 8 9 10
Detractors Neutral Promoters
Total
Promoters - Detractors
= N...
@nilanp
@nilanp
@nilanp
@nilanp
@nilanp
If promoters >
detractors we WILL
grow
@nilanp
N.B. This is not easy
@nilanp
It works !
(But barely)
It works !
(But barely)
It works with
no significant
issues !
It works !
(But barely)
It works with
no significant
issues !
It works. Wow that
was slick
It works !
(But barely)
It works with
no significant
issues !
It works. Wow that
was slick
You’ve just blown
my socks off t...
What drives
recommendation ?
Rational Emotional
Rational
Emotional
Product Brand
Rational Emotional
• Speed
• Cost
• Currencies
• Convenience
• Brand
Rational Emotional
• Speed
• Cost
• Currencies
• Convenience
• Ownership
• Pride
Ownership + Pride = Evangelism
@nilanp
How do we operate ?
@nilanp
We work in autonomous
independent teams focused
on KPIs that make our
customers happy and
drive our growth
60
@nilanp
301
@nilanp
TEAM CURRENCY
KPI: Currency volume
@nilanp
TEAM Virality
KPI: Viral co-efficient
@nilanp
Fee Credit
146043
Fee Credit
TEAM BUZZ
KPI: Number of
customers through word
of mouth
@nilanp
Tooling
@nilanp
BUILD YOUR OWN
@nilanp
Team’s need to build
their metrics.
In order to own their
metrics
@nilanp
Learning
@nilanp
Each team is a learning
organisation, trying to
understand what matters to
a customer, how to change
behaviour and drive g...
Our biggest challenge ?
How to incentivise
learning and failing
Onwards
KPI driven growth
KPI driven growth
KPI driven growth
KPI driven growth
KPI driven growth
KPI driven growth
KPI driven growth
KPI driven growth
KPI driven growth
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KPI driven growth

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Building on the blog post http://tech.transferwise.com/we-inspire-smart-people-and-we-trust-them/ these slides which were presented at the big data summit, walk through a little of how we structure our teams around KPIs to drive growth.

Published in: Marketing
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KPI driven growth

  1. 1. KPI driven growth @nilanp
  2. 2. Helped startups get to traction
  3. 3. TransferWise is the leading global platform in international money transfers
  4. 4. £3bn @nilanp
  5. 5. £135m @nilanp
  6. 6. 300+ routes @nilanp
  7. 7. How TransferWise was born @nilanp
  8. 8. How we grow
  9. 9. Evangelism is the biggest driver of growth
  10. 10. We’ve systemised Word of Mouth growth using NPS @nilanp
  11. 11. Would you recommend us to your friends? 1 2 3 4 5 6 7 8 9 10 Detractors Neutral Promoters
  12. 12. Would you recommend us to your friends? 1 2 3 4 5 6 7 8 9 10 Detractors Neutral Promoters Total Promoters - Detractors = NPS
  13. 13. @nilanp
  14. 14. @nilanp
  15. 15. @nilanp
  16. 16. @nilanp
  17. 17. @nilanp
  18. 18. If promoters > detractors we WILL grow @nilanp
  19. 19. N.B. This is not easy @nilanp
  20. 20. It works ! (But barely)
  21. 21. It works ! (But barely) It works with no significant issues !
  22. 22. It works ! (But barely) It works with no significant issues ! It works. Wow that was slick
  23. 23. It works ! (But barely) It works with no significant issues ! It works. Wow that was slick You’ve just blown my socks off that was incredible
  24. 24. What drives recommendation ?
  25. 25. Rational Emotional
  26. 26. Rational Emotional Product Brand
  27. 27. Rational Emotional • Speed • Cost • Currencies • Convenience • Brand
  28. 28. Rational Emotional • Speed • Cost • Currencies • Convenience • Ownership • Pride
  29. 29. Ownership + Pride = Evangelism @nilanp
  30. 30. How do we operate ? @nilanp
  31. 31. We work in autonomous independent teams focused on KPIs that make our customers happy and drive our growth
  32. 32. 60 @nilanp
  33. 33. 301 @nilanp
  34. 34. TEAM CURRENCY KPI: Currency volume @nilanp
  35. 35. TEAM Virality KPI: Viral co-efficient @nilanp
  36. 36. Fee Credit
  37. 37. 146043
  38. 38. Fee Credit
  39. 39. TEAM BUZZ KPI: Number of customers through word of mouth @nilanp
  40. 40. Tooling @nilanp
  41. 41. BUILD YOUR OWN @nilanp
  42. 42. Team’s need to build their metrics. In order to own their metrics @nilanp
  43. 43. Learning @nilanp
  44. 44. Each team is a learning organisation, trying to understand what matters to a customer, how to change behaviour and drive growth
  45. 45. Our biggest challenge ? How to incentivise learning and failing
  46. 46. Onwards

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