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Stacking the Odds for Growth
How Product and Marketing Work
Together to Drive Growth
December 10, 2015
Everyone Wants Explosive Growth
But Extreme Competition for Attention
$0
$20
$40
$60
$80
$100
$120
$140
$160
3.5X more online
ad $/user in USA
last 12 yea...
And Channels in Constant Flux
Credit: James Currier
Today’s Requirements for Growth
1. Unlock organic growth
2. Clear North Star metric
3. Full company participation
4. High ...
Today’s Requirements for Growth
1. Unlock organic growth
2. Clear North Star metric
3. Full company participation
4. High ...
Requires Product/Market Fit
• Without PM Fit, all growth unsustainable
Validate Product Market Fit
• Leading indicator: Ask users “How would you feel if you
could no longer use this product?”
–...
Understand Product Market Fit
Understand “Must Have” Users
• Why did they seek product (intent)?
• How are they using prod...
Leverage to Unlock Organic Growth
Home Page Messaging
• Hook: A/B test “hook” based on intent
• Promise: A/B test promise ...
Today’s Requirements for Growth
1. Unlock organic growth
2. Clear North Star metric
3. Full company participation
4. High ...
North Star Metric for Growth
• Reflects value delivered to your customers
• Examples: Airbnb nights booked, Uber rides
• C...
Lens for All Growth Efforts
Ask: How does this test impact
our North Star metric?
Submetrics via Growth Accounting
New
Users
Retain
Users
$/User MRR
Acquisition
Activation
Referral
Retention Revenue
(expa...
Today’s Requirements for Growth
1. Unlock organic growth
2. Clear North Star metric
3. Full company participation
4. High ...
Product
support
Growth is Cross Functional
External
Channels
Promise
1st Experience
Ongoing Experience
Acquisition
Activat...
Product
Growth Team Coordinates Efforts
External
Channels
Promise
1st Experience
Ongoing Experience
Acquisition
Activation...
Building Core Growth Team
• Start with Growth Master
(PM Growth)
• Add dedicated people to core as needed
to hit testing t...
Today’s Requirements for Growth
• Unlock organic growth
• Clear North Star metric
• Full company participation
• High temp...
Testing Drives Growth
• Day 1: No certainty about how you
will grow
• Rapid testing across all levers
• More testing = Mor...
High Tempo Testing: Twitter
High Tempo Testing Process
Unbridled
Ideation
Prioritize
backlog
Launch
Tests
Capture
learning
Unbridled Ideation
Unbridled
Ideation
Prioritize
backlog
Launch
Tests
Capture
learning
Unbridled Ideation
• Build large backlog of ideas (my team now 700+)
Inputs for Growth Testing Ideas
External Experts
Internal Experts
Ideas Tests Results
Core Growth Team Drives Process
Prioritize Backlog
Unbridled
Ideation
Prioritize
backlog
Launch
Tests
Capture
learning
Formalize ideas in Experiment Doc
• Include research, hypothesis, target lever
Compare Ideas by ICE Score
Launch Tests
Unbridled
Ideation
Prioritize
backlog
Launch
Tests
Capture
learning
Select Tests in Weekly Meeting
• Choose tests to launch (no brainstorming)
• Assign a project manager to each test
• PM Gr...
Example Growth Meeting Agenda
15 min: KPI review & update focus area
10 min: Review last week’s testing sprint
15 min: Key...
Capture Learning
Unbridled
Ideation
Prioritize
backlog
Launch
tests
Capture
learning
Capture Learning Details
• Every test leads to learning
• Organize learning for easy access
Share Learning with Team+
External Experts
Internal Experts
Ideas Tests Results
Core Growth Team Drives Process
Example: New User To-do-list
• Data: low % of newly
registered users commenting
in 1st week
• Hypothesis: Increase % of fi...
Result: New User To-do-list
• Result: over 700% lift in 1st
week commenting
• Idea credit: community
manager (inspiration ...
Another Example - oEmbed
• Data: Embeds = longer
sessions
• Hypothesis: Same
action = more embeds
• Result: 41% increase i...
Recap: Requirements for Growth
1. Unlock organic growth
2. Clear North Star metric
3. Full company participation
4. High t...
Join GH Projects Private Beta
at Projects.GrowthHackers.com
Where Teams Drive Results with High Tempo Testing:
1) Team Ide...
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Product Driven Growth from Lean Product Meetup

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The competition for acquiring customers gets more intense every year. These slides show the four requirements for creating an agile growth organization needed to realize your company's full growth potential.

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Product Driven Growth from Lean Product Meetup

  1. 1. Stacking the Odds for Growth How Product and Marketing Work Together to Drive Growth December 10, 2015
  2. 2. Everyone Wants Explosive Growth
  3. 3. But Extreme Competition for Attention $0 $20 $40 $60 $80 $100 $120 $140 $160 3.5X more online ad $/user in USA last 12 years 3.5x
  4. 4. And Channels in Constant Flux Credit: James Currier
  5. 5. Today’s Requirements for Growth 1. Unlock organic growth 2. Clear North Star metric 3. Full company participation 4. High tempo testing process
  6. 6. Today’s Requirements for Growth 1. Unlock organic growth 2. Clear North Star metric 3. Full company participation 4. High tempo testing process
  7. 7. Requires Product/Market Fit • Without PM Fit, all growth unsustainable
  8. 8. Validate Product Market Fit • Leading indicator: Ask users “How would you feel if you could no longer use this product?” – Very disappointed (40%+) – Somewhat disappointed – Not disappointed – N/A – I already stopped using • Lagging indicator: Retention cohorts
  9. 9. Understand Product Market Fit Understand “Must Have” Users • Why did they seek product (intent)? • How are they using product? • How describe when recommend it? Key Benefit - Narrow by Must Have • Ask 1st group: “What is key benefit?” (open ended) • Ask 2nd group: “What is key benefit?” (multiple choice), “Why is that benefit important?” (open ended)
  10. 10. Leverage to Unlock Organic Growth Home Page Messaging • Hook: A/B test “hook” based on intent • Promise: A/B test promise statements (stay true to “must have benefit”) • Description: A/B test descriptions (best response) Onboarding to “must have experience”
  11. 11. Today’s Requirements for Growth 1. Unlock organic growth 2. Clear North Star metric 3. Full company participation 4. High tempo testing process
  12. 12. North Star Metric for Growth • Reflects value delivered to your customers • Examples: Airbnb nights booked, Uber rides • Captures several metrics (i.e. retention reflected in MRR and MAU)
  13. 13. Lens for All Growth Efforts Ask: How does this test impact our North Star metric?
  14. 14. Submetrics via Growth Accounting New Users Retain Users $/User MRR Acquisition Activation Referral Retention Revenue (expand) Simple Example North Star Metric
  15. 15. Today’s Requirements for Growth 1. Unlock organic growth 2. Clear North Star metric 3. Full company participation 4. High tempo testing process
  16. 16. Product support Growth is Cross Functional External Channels Promise 1st Experience Ongoing Experience Acquisition Activation Revenue Retention Referral biz dev Marketing PR
  17. 17. Product Growth Team Coordinates Efforts External Channels Promise 1st Experience Ongoing Experience Acquisition Activation Revenue Retention Referral Marketing PR support biz dev Growth Team
  18. 18. Building Core Growth Team • Start with Growth Master (PM Growth) • Add dedicated people to core as needed to hit testing tempo goals • Core often includes designers, growth engineers, analysts… • Execute High Tempo Testing Process
  19. 19. Today’s Requirements for Growth • Unlock organic growth • Clear North Star metric • Full company participation • High tempo testing process
  20. 20. Testing Drives Growth • Day 1: No certainty about how you will grow • Rapid testing across all levers • More testing = More learning Acquisition Referral Activation Revenue Retention Resurrection
  21. 21. High Tempo Testing: Twitter
  22. 22. High Tempo Testing Process Unbridled Ideation Prioritize backlog Launch Tests Capture learning
  23. 23. Unbridled Ideation Unbridled Ideation Prioritize backlog Launch Tests Capture learning
  24. 24. Unbridled Ideation • Build large backlog of ideas (my team now 700+)
  25. 25. Inputs for Growth Testing Ideas External Experts Internal Experts Ideas Tests Results Core Growth Team Drives Process
  26. 26. Prioritize Backlog Unbridled Ideation Prioritize backlog Launch Tests Capture learning
  27. 27. Formalize ideas in Experiment Doc • Include research, hypothesis, target lever
  28. 28. Compare Ideas by ICE Score
  29. 29. Launch Tests Unbridled Ideation Prioritize backlog Launch Tests Capture learning
  30. 30. Select Tests in Weekly Meeting • Choose tests to launch (no brainstorming) • Assign a project manager to each test • PM Growth assist in releasing each test
  31. 31. Example Growth Meeting Agenda 15 min: KPI review & update focus area 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
  32. 32. Capture Learning Unbridled Ideation Prioritize backlog Launch tests Capture learning
  33. 33. Capture Learning Details • Every test leads to learning • Organize learning for easy access
  34. 34. Share Learning with Team+ External Experts Internal Experts Ideas Tests Results Core Growth Team Drives Process
  35. 35. Example: New User To-do-list • Data: low % of newly registered users commenting in 1st week • Hypothesis: Increase % of first week commenters • Test: Use a to-do-list to guide new users (start with easy activities)
  36. 36. Result: New User To-do-list • Result: over 700% lift in 1st week commenting • Idea credit: community manager (inspiration Quora)
  37. 37. Another Example - oEmbed • Data: Embeds = longer sessions • Hypothesis: Same action = more embeds • Result: 41% increase in embedded media • Idea Credit: Engineer Slides Videos
  38. 38. Recap: Requirements for Growth 1. Unlock organic growth 2. Clear North Star metric 3. Full company participation 4. High tempo testing process
  39. 39. Join GH Projects Private Beta at Projects.GrowthHackers.com Where Teams Drive Results with High Tempo Testing: 1) Team Ideation 2) Prioritize Testing 3) Capture Learning

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