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Product Meets Growth - How Product Teams Are Key To Driving Sustainable Growth

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Sean Ellis presentation from Products that Count Meetup in San Francisco 9 30-15

Published in: Marketing, Design
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Product Meets Growth - How Product Teams Are Key To Driving Sustainable Growth

  1. 1. Product Meets Growth How Product Teams Are Key To Driving Sustainable Growth Products that Count San Francisco 9/30/15
  2. 2. Product Growth is Cross Functional External Channels Promise 1st Experience Ongoing Experience Acquisition Activation Revenue Retention Referral biz dev/ APIs Marketing Growth Team
  3. 3. About Me •  1996 - 2007: Led marketing from launch to IPO •  2008: Shifted focus to traction stage •  Now: Founder/CEO of GrowthHackers
  4. 4. Lesson: Growth Has Stages and Gates Scale Growth Stacking the Odds Product/Market Fit
  5. 5. Product Market Fit •  Most important factor for driving growth •  Large addressable market considers your product a “must have” •  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
  6. 6. Stacking the Odds for Growth Understand “must have” users •  Who are they? •  Why is it a must have (key benefit)? •  How are they using product? Optimize value delivery engine •  Relevant, powerful promise •  Onboarding to “must have experience”
  7. 7. Scaling Growth Scale Growth Stacking the Odds Product/Market Fit
  8. 8. Testing Drives Growth •  Test across AARRR •  Test to discover (pings) •  Test to optimize (A vs B) •  Focus on velocity (quality hard to predict)
  9. 9. 2011 Twitter Accelerated Testing
  10. 10. Many Tests – Access Testing History •  Record test results in knowledgebase •  Key lessons learned •  Details, hypothesis, before/ after screenshots •  Include analytics reports
  11. 11. High Tempo Team & Process Team Process
  12. 12. Team for High Tempo Testing Team Process
  13. 13. Product Growth Team Drives Testing External Channels Promise 1st Experience Ongoing Experience Acquisition Activation Revenue Retention Referral biz dev/ APIs Marketing Growth Team
  14. 14. Building the Growth Team •  Start with Growth Master (PM Growth) •  Add dedicated people to core as needed to hit tempo goals •  Contract temp specialists to explore channels (FTE proven)
  15. 15. Growth Team Executes a Process Team Process
  16. 16. High Tempo Testing Growth Process Unbridled Ideation Prioritize backlog Launch Tests Capture learning
  17. 17. Unbridled Ideation Unbridled Ideation Prioritize backlog Launch Tests Capture learning
  18. 18. Inputs for Growth Testing Ideas External Insights Connect with Experts and Content Internal Insights Customer centric inputs, quantify impact Ideas Tests Results Growth Team Testing Workflow
  19. 19. Unbridled Ideation •  Invite participation from whole company •  Ideas across vectors Acquisition Referral Activation Revenue Retention Resurrection
  20. 20. Build Large Idea Backlog •  My team has 450+ ideas in backlog
  21. 21. Formalize ideas in Experiment Doc •  Include research, hypothesis, target lever ICE Score 1 - 10 I - Impact C - Confidence E - Ease
  22. 22. Prioritize Backlog Unbridled Ideation Prioritize backlog Launch Tests Capture learning
  23. 23. Weekly Nominations from Team •  Use ICE to nominate (high impact, high confidence, easy to test)
  24. 24. Launch Tests Unbridled Ideation Prioritize backlog Launch Tests Capture learning
  25. 25. Choosing Right Tests to Launch •  Go through nominated ideas as a team •  30 second pitch for each idea (ensure crisp delivery – connect after if not prepared enough) •  Discuss and shortlist tests (if can’t quickly agree as group, growth master will choose)
  26. 26. Manage Testing Queue •  Assign each test to a project manager •  Communicate test releases
  27. 27. Capture Learning Unbridled Ideation Prioritize backlog Launch tests Capture learning
  28. 28. Capture/Share Learning Details •  Every test leads to learning •  Ensure transparent sharing/access
  29. 29. Weekly 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 * GH weekly growth meeting includes CEO, CTO, VP Product, Head of Growth, Head of Design, Growth Engineer, and Analyst
  30. 30. Example Test – Related Posts •  Add related posts to article summary •  Hypothesis: More time on site •  Result: Hypothesis validated …Article text…
  31. 31. Another Example - oEmbed •  Data: Embeds = longer sessions •  Hypothesis: Same action = more embeds •  Result: 41% increase in embedded media Slides Videos
  32. 32. 2015 GH Accelerated Testing GH accelerated testing to 3+ per week after growth plateaued
  33. 33. Example from Dropbox Revenue test Referral test Retention/ Revenue test
  34. 34. Example: Sharing Landing Page
  35. 35. Team + Process = Silver Bullet Unbridled ideation Prioritize backlog Launch tests Capture learning
  36. 36. Join Canvas private beta at Canvas.GrowthHackers.com 1) Team Ideation 2) Prioritize Testing 3) Capture Learning Purpose-Built Agile Marketing System:

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