From 0 to 6 Million Users in 5 Years: How ClickUp Stood Out in a Crowded Market
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Melissa Rosenthal, Chief Creative Office @ ClickUp Gaurav Agarwal, Chief Growth Officer @ ClickUp What does it take for a SaaS company to not only stand out in a crowded industry but also leapfrog over the competition? When ClickUp launched in 2017, they intentionally entered a category full of legacy players and moved full speed ahead to bring their vision to life. ClickUp's Chief Creative Office Melissa Rosenthal and Chief Growth Officer Gaurav Agarwal will share five brand and growth marketing lessons to create a competitive edge and stand out in a crowded market.
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From 0 to 6 Million Users in 5 Years: How ClickUp Stood Out in a Crowded Market
- 1. Building a 10x Team 4 Pillars For Creating a Generalist Team with Expensify Anu Muralidharan COO 1
- 2. Company size is a vanity metric
- 4. Generalist Showcase - Company concentration in feature release 4 Marketing Operations Sales/Success Engineering
- 5. Grow Mindfully Company culture is a living, breathing thing 5
- 6. Promote Organically Democratization of opportunities
- 7. Compensate Democratically Managing up culture brings us all down 7
- 8. Manage Proactively Identify fast, course correct quick
- 9. 10x your team productivity: 1. Don’t grow for the sake of growing 2. Focus on developing your leaders in- house 3. Incentivize collaboration, literally 4. Hold every single employee to a uncompromisingly high bar 9
- 10. THANK YOU
Editor's Notes
- Setup: 1. The party in your backyard vs. the wedding analogy
- Single team of generalists Open channels, open communication, open door policy on any project with no need for confidentiality (E.g. non insiders - MNPI) Identifying low value chores and automating/ outsourcing Story of Expensify Card launch - process of the entire company working on it heads down and then slowly returned to business as usual through various stages of launch
- Do you need to hire - is the job worth doing at all? Does it require a full time hire? If yes, does candidate meet three core qualities - Talent, Ambition and Humility (Elaborate on why each of those) Talent - we need self starters that can do anything and everything if needed Humility - we need a collaborative environment where you speak like you are right, and listen like you are wrong Ambition - we are here to take over the world, to play a part in every single human’s financial journey. We are not here to build expense reports in english speaking countries, that’s just the starting point. This energy needs to be seeped in our small company culture and that means every single person’s psyche Ambition round - Explain how this works
- Groom from within to leadership positions rather than hire from without Groom leaders by making opportunities for leveling up freely available Open channels (Slack) Process for proposing ideas and gathering a team (What’s Next process) Chat based meetings for timezone optimization
- When a few people control your destiny, there is every incentive to just pander to them Describe the comp process Panel with every single employee weighted based on seniority Comp tool that asks every employee to use an array of performance data (such as PRs, customer calls etc.) to compare unique pairs of employees to determine who should be paid more Optimizes for overall collaboration
- PIP Process (3 stages) 1. Stage 0 Feedback (Formal feedback aggregated in a manner that you cannot miss) 2. Pre PIP (Employee driven improvement plan with a support team) 3. PIP (Support team led PIP process)