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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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