This document summarizes the transition at Skyscanner from siloed marketing, product, and engineering teams to centralized and regional "growth tribes" that take an agile, lean startup approach. It discusses organizing teams around customer-focused growth roles like product managers, growth engineers, growth marketers, and growth analysts. The goals are to adopt a growth mindset, lean startup principles, agile marketing, and data-driven experimentation to improve collaboration, adapt more quickly to changes, and see significant impacts on key metrics like app downloads and website visitors.
Beneath the Growth iceberg: Tips from transitioning a business from marketing...Douglas Cook
With its popularity with start-ups, and the proliferation of cheap and free growth hacking tactics flooding blogs, you’d be forgiven for thinking that operating a growth team might be easier than an traditional marketing team. However underneath the surface, the change required to transition a business from marketing to growth is huge, encompassing all parts of the organisation. At Skyscanner we have gone through this transition over the past 2 years, moving from a traditional marketing structure to a Lean, Agile, Growth Hacking team — and all the buzzwords in-between.
This presentation was originally given at the Growth Marketing Conference London. As a “big stage” presentation is hard to follow without the accompanying speaker, I’ve included full speaker notes with more detail. These are available in the notes view on Slideshare, or by downloading the presentation.
The content combines much of what has been published on the Skyscanner Growth blog medium.com/@Skyscanner
Agile Marketing: Managing Marketing in a World of Constant Changeion interactive
Learn how an agile approach to marketing management may be the single most valuable decision your organization can make. Plus, examples of successful agile marketing for content marketing, social media & conversion optimization.
A brief look at the state of Agile marketing as of May 2017, according to multiple studies of adoption levels. You'll also see data on the movement's momentum, as well as some unfortunately mischaracterizations of what Agile really is.
Big Companies vs. Startups by Google's former Product ManagerProduct School
Product Manager approaches things differently depending on the project, team and size of the company. Shaun Seo talked about the differences in Product Management approaches at big and established companies like Google and GoDaddy, and small startups. He discussed how you can define your role and responsibilities, understand the required granularity of insights and choose the right frameworks.
On May 1st, PM FastTrack united PMs with Engineers, in order to improve any projects that anyone had.
Andy created a bus arrival app called Sutterbus, and we talked about the next steps
Beneath the Growth iceberg: Tips from transitioning a business from marketing...Douglas Cook
With its popularity with start-ups, and the proliferation of cheap and free growth hacking tactics flooding blogs, you’d be forgiven for thinking that operating a growth team might be easier than an traditional marketing team. However underneath the surface, the change required to transition a business from marketing to growth is huge, encompassing all parts of the organisation. At Skyscanner we have gone through this transition over the past 2 years, moving from a traditional marketing structure to a Lean, Agile, Growth Hacking team — and all the buzzwords in-between.
This presentation was originally given at the Growth Marketing Conference London. As a “big stage” presentation is hard to follow without the accompanying speaker, I’ve included full speaker notes with more detail. These are available in the notes view on Slideshare, or by downloading the presentation.
The content combines much of what has been published on the Skyscanner Growth blog medium.com/@Skyscanner
Agile Marketing: Managing Marketing in a World of Constant Changeion interactive
Learn how an agile approach to marketing management may be the single most valuable decision your organization can make. Plus, examples of successful agile marketing for content marketing, social media & conversion optimization.
A brief look at the state of Agile marketing as of May 2017, according to multiple studies of adoption levels. You'll also see data on the movement's momentum, as well as some unfortunately mischaracterizations of what Agile really is.
Big Companies vs. Startups by Google's former Product ManagerProduct School
Product Manager approaches things differently depending on the project, team and size of the company. Shaun Seo talked about the differences in Product Management approaches at big and established companies like Google and GoDaddy, and small startups. He discussed how you can define your role and responsibilities, understand the required granularity of insights and choose the right frameworks.
On May 1st, PM FastTrack united PMs with Engineers, in order to improve any projects that anyone had.
Andy created a bus arrival app called Sutterbus, and we talked about the next steps
This is the presentation of the first session conducted by GDSC GCOEA. Where in we discussed :
💡 Official Inauguration
💡 Everything about GDSC
💡 Get to know our Team
💡 Perks and benefits of being a member
💡 A glimpse of upcoming events and activities
💡 Interactive session with cool surprises!
Key Skills & Value Preposition for SAP product company
SAP Global Business Development by building a qualified leads pipeline and growing sales with the following skills
1. SAP Online research, list building, competitor review.
2. SAP Lead Generation, email campaign, track & nurture.
3. SAP Social Media, Mobile, Visual, Content Marketing.
4. SAP Viral marketing.
5. SAP Paid Social Media Advertising.
6. SAP-UX Design & Video Production.
7. SAP Search engine optimization.
8. SAP Consumer Behavior & CRM Skills.
9. SAP-Data Visualization, Science & Analytics.
10. SAP-HTML, CMS, CSS & related Coding Languages.
11. SAP-Sales Engagement on WebEx, SkyPE, TeamViewer
Breathing New Life Into A Tired Paid Search Campaign #SMXLondonWebrepublic
You’ve inherited a paid search campaign that’s been mostly effective, but over the years has morphed and grown into a somewhat disorganized mess. Now it’s your job to bring it back to life.
This presentation suggests a new approach to optimizing your campaign. Instead of just focusing only on the high performing/converting keywords, let's unleash the creative power of adwords.
We combine AdWords' unique capabilities in terms of Language, Speed and Automatization to go beyond the usual:
- Expand into new keyword territories and use smart insights from your reports to boost your business.
- Have fun in real time and leverage AdWord’s advantage to go live fast and get in front of a large, relevant audience.
- Discover your inner developer and use AdWords scripts to automate both creative and repetitive tasks.
--
This deck is the annotated version of the SMX London 2014 presentation by Tobias Zehnder, Co-Founder Webrepublic.
A case study of how integrating Agile software with Content Strategy poses challenges to a team that is more service oriented than product and customer oriented. How we have dealt with it, and how we are moving forward. This talk was presented at the Content Strategy Applied Conference in London, January 2017, by The Transformation Society's Ray Gallon and Andy McDonald of TECH'advantage.
With a record-breaking 1,300 respondents, the 2015 Future of Open Source Survey results highlight record levels of corporate participation in open source, as well as the greater impact OSS is having on technology and security. Yet, this year's results also reveal a reported lack of formal company policies and processes for consuming and managing open source and its associated legal, operational, and security risks.
Learn more at www.blackducksoftware.com/future-of-open-source
We have decided to go for a special issue on “The 10 Most Booming SaaS Solution Providers 2018”. It will walk you through a list of companies which have proved their substance with their innovatory services. On the Cover of the issue, we have featured Socialbakers, ‘One And All’ SaaS Solution Provider for all digital marketing queries.
Increasingly, companies succeed or fail not on superior technology but on superior user experience design. This talk looks at the ROI of UX design with three examples of startups that leveraged design to disrupt their fields and beat the competition.
COUC 515Logic Model Template· Resources – required in order fo.docxmelvinjrobinson2199
COUC 515
Logic Model Template
· Resources – required in order for the program to operate
· Planned Activities – strategic actions, services, publications
· Outputs – descriptive measures of what given activities create (relate activities to outputs with additional arrows)
· Outcomes (reflect intended results) – observable changes
Outcomes
(Include “S” for short, “M” for medium, and “L” for long term outputs):
Outputs:
Participants
Outputs: Activities
Activ
Needed Resources:
Insert text here
Insert text here
Insert text here
If these resources are attained then these activities may be planned
Insert text here
Insert text here
Insert text here
If these outputs are attained then these outcomes may be achieved
If these activities are planned then these outputs may be achieved
Activities
Planned:
Running Head: Cosmo Inc. Wearable Technology Marketing Strategy
1
Cosmo Inc. Wearable Technology Marketing Strategy
2
Cosmo Inc. Wearable Technology Marketing Strategy
Student’s Name
Name of the professor
Institutional Affiliation
Date of submission
Cosmo Inc. Wearable Technology Marketing Strategy
The following enclosure includes the project schedule activity sequencing, the project cost estimate and the integrated change control plan portions of our entire project.Project Schedule Activity Sequencing:
With a limited timeframe of only 10 weeks the following schedule has been created. This includes predecessor activities that need to be started and or finished before a successor task can be started and/or finished.
The table below is a high level overview of the project duration beginning on 02/07/2020 and finishing on 04/04/2020:
Utilizing a basic Gantt chart the predecessors/ successors are outlined in depth below:
Project Estimate Cost:
This section includes an estimated budget of the entire project, it includes breaking down the estimated labor costs and materials for the Cosmo Inc. designed to align with the WBS and sectioned out by phases. In addition, assumptions, constraints and dependencies are also included. The actual cost of the project is yet to be determined. The entire budget for the project is capped at $150,000
Assumptions:
· All team members contain the skills and knowledge about Cosmo Inc.’s wearable technology required by the project.
· All team members will be available during the project time span.
· Funding is available to support the needs of the project.
· The project owner is able to provide the necessary financial support for completion.
· Team will successfully manage to produce deliverables within to the project scope, budget and schedule.
Constraints:
· Limited data that is necessary to conduct market analysis due to the time frame in which this project is allowed.
· Developers may have technical limitations.
· There is a small team involved, if team members are absent during the project it will hinder the timeframe for completion.
Dependencies:
· Development of the product and application that.
Digital Media Marketing - Fundamentals & Career OpportunitiesPradeep Govindaraju
Digital Media Marketing - Fundamentals & Career Opportunities is a slide deck I had originally prepared for a lecture by my boss in a B-School. This covers the basic topics - definition, what it is made of and its importance to brands. It also gives a brief introductory into the landscape of Digital Marketing - SEO, Search & Display Advertising, Social Media, Analytics etc. Finally I had concluded the ppt with the career options available in Digital Marketing for the management graduates. This is more like an intro into the subject rather than a fully comprehensive material. Please post your comments or suggestions.
The 2014 Future of Cloud Computing Survey was conducted in partnership with 72 Collaborators. The survey is the most widely endorsed survey of its kind in the industry. To tweet individual slides, please note the banner on the upper right hand corner of each page. Visit the Blog on http://mjskok.com/resource/2014-future-cloud-computing-4th-annual-survey-results and follow us @futureofcloud #futureofcloud to join the conversation.
From the MarTech Conference in London, UK, October 20-21, 2015. SESSION: Keynote: Hacking Marketing: The Convergence Of Marketing & Software. PRESENTATION: Hacking Marketing - Given by Scott Brinker - @chiefmartec - MarTech Conference Chair, Editor & Publisher - chiefmartec.com. #MarTech DAY1
DAN BERGER: The Future of Event Tech: Preparing You for 2018 & Beyond!techsytalk
Event industry Icon and Founder of Social Tables, Dan Berger, successfully built a company that has outlasted most of its peers and continues to thrive, in no small part because of his uncanny ability to forsee the market changing trends in the Event tech landscape. Buckle in as Dan peers into his crystal ball to deliver keen insights into what the future of event tech holds and how we can position ourselves ahead of the curve.
Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
This is the presentation of the first session conducted by GDSC GCOEA. Where in we discussed :
💡 Official Inauguration
💡 Everything about GDSC
💡 Get to know our Team
💡 Perks and benefits of being a member
💡 A glimpse of upcoming events and activities
💡 Interactive session with cool surprises!
Key Skills & Value Preposition for SAP product company
SAP Global Business Development by building a qualified leads pipeline and growing sales with the following skills
1. SAP Online research, list building, competitor review.
2. SAP Lead Generation, email campaign, track & nurture.
3. SAP Social Media, Mobile, Visual, Content Marketing.
4. SAP Viral marketing.
5. SAP Paid Social Media Advertising.
6. SAP-UX Design & Video Production.
7. SAP Search engine optimization.
8. SAP Consumer Behavior & CRM Skills.
9. SAP-Data Visualization, Science & Analytics.
10. SAP-HTML, CMS, CSS & related Coding Languages.
11. SAP-Sales Engagement on WebEx, SkyPE, TeamViewer
Breathing New Life Into A Tired Paid Search Campaign #SMXLondonWebrepublic
You’ve inherited a paid search campaign that’s been mostly effective, but over the years has morphed and grown into a somewhat disorganized mess. Now it’s your job to bring it back to life.
This presentation suggests a new approach to optimizing your campaign. Instead of just focusing only on the high performing/converting keywords, let's unleash the creative power of adwords.
We combine AdWords' unique capabilities in terms of Language, Speed and Automatization to go beyond the usual:
- Expand into new keyword territories and use smart insights from your reports to boost your business.
- Have fun in real time and leverage AdWord’s advantage to go live fast and get in front of a large, relevant audience.
- Discover your inner developer and use AdWords scripts to automate both creative and repetitive tasks.
--
This deck is the annotated version of the SMX London 2014 presentation by Tobias Zehnder, Co-Founder Webrepublic.
A case study of how integrating Agile software with Content Strategy poses challenges to a team that is more service oriented than product and customer oriented. How we have dealt with it, and how we are moving forward. This talk was presented at the Content Strategy Applied Conference in London, January 2017, by The Transformation Society's Ray Gallon and Andy McDonald of TECH'advantage.
With a record-breaking 1,300 respondents, the 2015 Future of Open Source Survey results highlight record levels of corporate participation in open source, as well as the greater impact OSS is having on technology and security. Yet, this year's results also reveal a reported lack of formal company policies and processes for consuming and managing open source and its associated legal, operational, and security risks.
Learn more at www.blackducksoftware.com/future-of-open-source
We have decided to go for a special issue on “The 10 Most Booming SaaS Solution Providers 2018”. It will walk you through a list of companies which have proved their substance with their innovatory services. On the Cover of the issue, we have featured Socialbakers, ‘One And All’ SaaS Solution Provider for all digital marketing queries.
Increasingly, companies succeed or fail not on superior technology but on superior user experience design. This talk looks at the ROI of UX design with three examples of startups that leveraged design to disrupt their fields and beat the competition.
COUC 515Logic Model Template· Resources – required in order fo.docxmelvinjrobinson2199
COUC 515
Logic Model Template
· Resources – required in order for the program to operate
· Planned Activities – strategic actions, services, publications
· Outputs – descriptive measures of what given activities create (relate activities to outputs with additional arrows)
· Outcomes (reflect intended results) – observable changes
Outcomes
(Include “S” for short, “M” for medium, and “L” for long term outputs):
Outputs:
Participants
Outputs: Activities
Activ
Needed Resources:
Insert text here
Insert text here
Insert text here
If these resources are attained then these activities may be planned
Insert text here
Insert text here
Insert text here
If these outputs are attained then these outcomes may be achieved
If these activities are planned then these outputs may be achieved
Activities
Planned:
Running Head: Cosmo Inc. Wearable Technology Marketing Strategy
1
Cosmo Inc. Wearable Technology Marketing Strategy
2
Cosmo Inc. Wearable Technology Marketing Strategy
Student’s Name
Name of the professor
Institutional Affiliation
Date of submission
Cosmo Inc. Wearable Technology Marketing Strategy
The following enclosure includes the project schedule activity sequencing, the project cost estimate and the integrated change control plan portions of our entire project.Project Schedule Activity Sequencing:
With a limited timeframe of only 10 weeks the following schedule has been created. This includes predecessor activities that need to be started and or finished before a successor task can be started and/or finished.
The table below is a high level overview of the project duration beginning on 02/07/2020 and finishing on 04/04/2020:
Utilizing a basic Gantt chart the predecessors/ successors are outlined in depth below:
Project Estimate Cost:
This section includes an estimated budget of the entire project, it includes breaking down the estimated labor costs and materials for the Cosmo Inc. designed to align with the WBS and sectioned out by phases. In addition, assumptions, constraints and dependencies are also included. The actual cost of the project is yet to be determined. The entire budget for the project is capped at $150,000
Assumptions:
· All team members contain the skills and knowledge about Cosmo Inc.’s wearable technology required by the project.
· All team members will be available during the project time span.
· Funding is available to support the needs of the project.
· The project owner is able to provide the necessary financial support for completion.
· Team will successfully manage to produce deliverables within to the project scope, budget and schedule.
Constraints:
· Limited data that is necessary to conduct market analysis due to the time frame in which this project is allowed.
· Developers may have technical limitations.
· There is a small team involved, if team members are absent during the project it will hinder the timeframe for completion.
Dependencies:
· Development of the product and application that.
Digital Media Marketing - Fundamentals & Career OpportunitiesPradeep Govindaraju
Digital Media Marketing - Fundamentals & Career Opportunities is a slide deck I had originally prepared for a lecture by my boss in a B-School. This covers the basic topics - definition, what it is made of and its importance to brands. It also gives a brief introductory into the landscape of Digital Marketing - SEO, Search & Display Advertising, Social Media, Analytics etc. Finally I had concluded the ppt with the career options available in Digital Marketing for the management graduates. This is more like an intro into the subject rather than a fully comprehensive material. Please post your comments or suggestions.
The 2014 Future of Cloud Computing Survey was conducted in partnership with 72 Collaborators. The survey is the most widely endorsed survey of its kind in the industry. To tweet individual slides, please note the banner on the upper right hand corner of each page. Visit the Blog on http://mjskok.com/resource/2014-future-cloud-computing-4th-annual-survey-results and follow us @futureofcloud #futureofcloud to join the conversation.
From the MarTech Conference in London, UK, October 20-21, 2015. SESSION: Keynote: Hacking Marketing: The Convergence Of Marketing & Software. PRESENTATION: Hacking Marketing - Given by Scott Brinker - @chiefmartec - MarTech Conference Chair, Editor & Publisher - chiefmartec.com. #MarTech DAY1
DAN BERGER: The Future of Event Tech: Preparing You for 2018 & Beyond!techsytalk
Event industry Icon and Founder of Social Tables, Dan Berger, successfully built a company that has outlasted most of its peers and continues to thrive, in no small part because of his uncanny ability to forsee the market changing trends in the Event tech landscape. Buckle in as Dan peers into his crystal ball to deliver keen insights into what the future of event tech holds and how we can position ourselves ahead of the curve.
Similar to Building & Scaling A Growth Organisation (20)
Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
Business Valuation Principles for EntrepreneursBen Wann
This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
➢ 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
➢ SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
➢FreenBecky 1st Fan Meeting in Vietnam
➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
➢ WOW K-Music Festival 2023
➢ Winner [CROSS] Tour in HCM
➢ Super Show 9 in HCM with Super Junior
➢ HCMC - Gyeongsangbuk-do Culture and Tourism Festival
➢ Korean Vietnam Partnership - Fair with LG
➢ Korean President visits Samsung Electronics R&D Center
➢ Vietnam Food Expo with Lotte Wellfood
"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
Unveiling the Secrets How Does Generative AI Work.pdfSam H
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
What are the main advantages of using HR recruiter services.pdfHumanResourceDimensi1
HR recruiter services offer top talents to companies according to their specific needs. They handle all recruitment tasks from job posting to onboarding and help companies concentrate on their business growth. With their expertise and years of experience, they streamline the hiring process and save time and resources for the company.
3. 4 years at Skyscanner
7 years in FMCG
marketing
Transitioned from
marketing to growth at
the same time as our
business
@skyscannergrwth @mrdouglascook
4. 60m app downloads
60m unique monthly visitors
Tech company first & foremost: 50% Software Engineers
@skyscannergrwth @mrdouglascook
14. We organized
ourselves into
central & regional
growth tribes
Central
GrowthTribe
EMEA Regional
GrowthTribe
AMER Regional
GrowthTribe
APAC Regional
GrowthTribe
https://medium.com/@Skyscanner/our-tribes-central-growth-and-regional-growth-9a28c41532f1#.ri13oz319@skyscannergrwth @mrdouglascook
15. Roles within Growth Teams
Product Manager
Experiment
Roadmap
Growth Engineer
Implementation of
features & products
Growth Marketer
Own acquisition of
channel
Growth Analyst
Draw insights from data
Growth Designer
Creative or user
experience design and
implementation
@skyscannergrwth @mrdouglascook
25. Validated learning over opinions and conventions
Customer focused collaboration over silos and hierarchy
Adaptive and iterative campaigns over Big-Bang campaigns
The process of customer discovery over static prediction
Flexible vs. rigid planning
Responding to change over following a plan
Many small experiments over a few large bets
http://agilemarketingmanifesto.org/
Agile marketing manifesto
@skyscannergrwth @mrdouglascook
26. So what’s the impact?
@skyscannergrwth @mrdouglascook
Welcome, before I get going, some quick introductions.
This is me.
This gives you a sense of the scale we are at.
And the last point is very pertinent as to why we operate as we do, and not structure akin to how the more traditional players in the travel market do.
But before growth we did operate like the traditional players in the market.
The structure was pretty standard.
Stuff took forever.
Take a data led campaign like BTTB. Data Retrieval was a one off long cycle time could only be done by Data Scientist
Data from the – slow – painful sometimes would crash – no data – no campaigns
The foundations that we relied on had shifted under our very feet, that which we held true as markeeters was not fit for this new world. We had to change and we had to change dramatically in order to continue to be a Hyper Growth company that we had become accustomed to.
So we landed on the transition to growth.
On the face of it this seemed somewhat easy. It was popular with startups, we heard a lot about the cheap and free tactics it was famed for.
But what isn’t seen is the underlying hard graft that is taken to transition. Especially turning around a marketing department of nearly 100 people.
I’m going to go through 3 key areas that we’ve used to help drive growth transition
Buzzword bingo, not about worshiping one, but combining what works from multiple.
When at pace, needs to be huge autonomy
Gate meetings slow us down.
Used to have 2x per week, rather than 1x per month.
So teams are empowered to make their decisions themselves.
Spotify model.
Matrix organisation in its side.
Vertical day to day cross functional.
Horizontal function, share best practice.
Geographical tribes.
Central group for scale and algorithmically done.
Small, less than 8
Cross functional broadly across marketing/product, data & engineering skillsets.
Squad designed to be able to do everything in their given area.
My squad has 2x designers, 4x marketers.
Risk of autonomy is no need to communicate.
Big sharing culture, internal and external
Another part of the culture is to encourage people to be curious and learn and we have a set of recommended reading for all squads, that is always updated.
And it is all backed up by our competency framework.
No point suggesting these changes and expect people to act, needs to be tied to review and reward.
I guess the last point on this is that with the volume of change, arguably there is more importance on a growth mindset than the growth hacking mindset itself.
I want to end this section on a classic Peter Drucker quote, which I think encapsulates the critical importance of people and culture on any shift to growth.
If there is only one thing you were to try and change right now, this would be it.
But if you do want to change more than one thing, next is Lean Startup principles.
The Lean Startup is a must read for all employees at Skyscanner.
Key principle is BML Loop
Getting MVP in front of users as quickly as possible for real world response, not fake focus group environment
We have built these same principles into our growth model, with the idea to build a minimum viable campaign as quickly as possible to get in front of our travellers to see if it has the potential to scale.
Stage 1- We come up with the idea and validate it through some secondary research, why do we believe it’s a good idea?
Stage 2- We define a hypothesis for our test- IF we make a certain change then we expect a certain response.
Stage 3- We create the assets.
Stage 4- We test it, this may take many forms but the idea is how so we get it in front of the same users as the end idea, to test it real world.
Stage 5 and 6 we analyse the results and take a decision whether we need to iterate it and continue testing, if it’s good enough to ramp up then and there, or if it’s a fail.
Lack of stage gates is because of this.
Area 2- Agile Marketing
And this is how it then applies in Marketing.
I won’t go through them all but there’s 4 in particular I found were pretty fundamental to us.
Validated Learning- BML loop
Customer Collaboration- Adapt to what they need, not rigidly sticking to convention. Removal of sign off meetings and no HIPPOS!
Adapative & Iterative- Ie. lean start-up.
Small Experiments- 5x things per sprint, looking for the one to scale.
So does it work?
Anonymised but gives an idea.
Top graph increase in bookings following PMF.
Accelerating search despite low spend.
Big bang to iterative showing increased impact.
So this is what our growth iceberg looks like.
But just to be clear, what I have told you is definitely not right for your organisation.
We took principles and mashed them, so should you.
As I said already, we are very big on sharing at Skyscanner so there are various ways to get more information via Twitter or Medium.
Slides available NOW on medium
