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Building a Company-Wide Growth Culture: SaaStr Annual 2016
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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.
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Building a Company-Wide Growth Culture: SaaStr Annual 2016
- Sean Ellis CEO / GrowthHackers Building a Company-Wide Growth Culture SaaStr Annual 2016
- Everyone Wants Explosive Growth @SeanEllis @GrowthHackers 2
- But Extreme Competition for Attention $0 $20 $40 $60 $80 $100 $120 $140 $160 3.5x US Online Ad Spend per User 3 @SeanEllis @GrowthHackers
- Channels in Constant Flux 4 James Currier @SeanEllis @GrowthHackers
- Solution: Company-Wide Growth Effort 5 Product External Channels Promise 1st Experience Ongoing Experience Acquisition Activation Revenue Retention Referral biz dev/ APIs Marketing Growth Team @SeanEllis @GrowthHackers
- Growth Company Requirements 6 @SeanEllis @GrowthHackers Broad Participation Weekly Cadence Transparent Learning
- 7 @SeanEllis @GrowthHackers Broad Participation Weekly Cadence Transparent Learning
- External Experts Internal Experts Ideas Tests Results Core Growth Team Drives Process Ideas from Full Team & External Experts @SeanEllis @GrowthHackers 8
- Goal: Build a Large Backlog of Ideas 9 @SeanEllis @GrowthHackers
- Formalize Ideas in Experiment Doc • Include hypothesis, research, target lever 10 @SeanEllis @GrowthHackers Keep general contributor ideas simple (no ICE)
- Example: Growth Ideas from Dropbox Revenue test Referral test Retention/ Revenue test 11 @SeanEllis @GrowthHackers
- 12 @SeanEllis @GrowthHackers Broad Participation Weekly Cadence Transparent Learning
- 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
- Example: Twitter Increased Tempo 16 @SeanEllis @GrowthHackers
- Prioritize by ICE Score & Focus Area 17 @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
- 20 @SeanEllis @GrowthHackers Broad Participation Weekly Cadence Transparent Learning
- 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
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