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Building a Company-Wide Growth Culture: SaaStr Annual 2016
Growth is getting harder for SaaS business. Over the last 10 years, 3X more dollars chase the attention of every US Internet user and the channels for acquiring customers are in constant flux. The solution is a coordinated full company growth effort. These slides show how to drive broad participation and execute in a weekly cadence of testing and learning.
Try Projects.GrowthHackers.com so you can stop using spreadsheets to manage growth experiments
Growth is getting harder for SaaS business. Over the last 10 years, 3X more dollars chase the attention of every US Internet user and the channels for acquiring customers are in constant flux. The solution is a coordinated full company growth effort. These slides show how to drive broad participation and execute in a weekly cadence of testing and learning.
Formalize Ideas in Experiment Doc
• Include hypothesis, research, target lever 10 @SeanEllis @GrowthHackers Keep general contributor ideas simple (no ICE)
Growth Team Manages Cadence •
Start with growth master + ad hoc team • Ad hoc team: designer, analyst, engineer, ideally key execs (CEO, VP Product…) • Add dedicated growth roles as needed • Weekly test launch goals and weekly growth meeting 13 @SeanEllis @GrowthHackers
Weekly Growth Meeting Agenda •
15 Min: Growth metrics, issues and opportunities • 10 min: Review last week’s testing sprint • 15 min: Key lessons learned from analyzed tests • 15 min: Select tests for this week’s sprint • 5 min: Check growth of idea backlog 14 @SeanEllis @GrowthHackers
Goal: Test at High Tempo
• No certainty about how you will grow • Rapid Testing across all vectors • More testing = More discovery 15 Acquisition Referral Activation Revenue Retention Resurrection @SeanEllis @GrowthHackers
Manage Testing • Assign each
test to a project manager • Anyone on growth team can be a project mgr • Run tests sufficient time 18 @SeanEllis @GrowthHackers
Analyze Results • Always ask
why • Systematize on learning • Informs follow up tests • Revisit past programs 19 @SeanEllis @GrowthHackers
Every Test Leads to Learning
• Share all results with team (not just wins) • New ideas requires access to past learning 21 @SeanEllis @GrowthHackers
Example: Past Learning Leads to
a Win 22 @SeanEllis @GrowthHackers Slides Videos • Learning: Embeds = longer sessions • Engineering solution: oEmbed (same action more embeds) • Results: 41% more embeds
Final Thought: Focus on Value
Delivery • Value delivery drives sustainable growth • Help right users get value from your product • Easy to align full team around value delivery 23 @SeanEllis @GrowthHackers
24 @SeanEllis @GrowthHackers Join GH
Projects Private Beta at Projects.GrowthHackers.com Purpose-Built Growth Collaboration System: 1) Team Ideation 2) Prioritize Testing 3) Capture Learning Join us at GrowthHackers Conference Feb 18th. Save with Code SaaStr50