2. Survey Background
• 30 participants
!
• 40% B2B | 83% B2C*
!
• Growth Team Sizes:
13% 1 growth team member
37% 2-5 | 13% 5-10
30% 10-25 | 3% 25-50
3% 50+
*companies can list as both B2B and B2C
3. Multiple Groups
Product
Marketing
Own Divison
Reporting Structure
• 37% of the growth teams are
own division.
!
• 30% felt growth should report
somewhere other than where it
is today. “Own division” most
common.
!
• Only 1/6 of companies with
>100M users, growth is own
division.
5. Acquisition Notes
• Under appreciated channels - Outdoor, YouTube, Kik/Social
messaging apps, Affiliates, List-Buys, incentivized traffic + retargeting.
!
• Tools to look into - Branch.io, Yozio,
!
• Tools all in disparate places - no single platform, many all mobile or
web specific.
7. Retention Notes
• Retention stack is largely built in house - Keep user data safe and
clean.
!
• Retention is more company specific - Harder to productitize this
portion of the stack.
9. Analytics Notes
• Analytics and User Testing - 90% using 3rd party.
• A/B Testing and Dashboard - 40% and 47% internally built
respectively.
!
• Looker - Looks promising, many teams starting to try and adopt them
for both analytics and dashboards.
10. Miscellaneous
• Re-targeting - Adroll (13%) and Perfect Audience (13%)
• International tools - Largely translation services, OneSky and Smartling
!
• Size - Larger the user base the more internal tools are used for the full
stack.
11. Biggest frustrations with Growth process
• The need for internal alignment to roll out tools, code/implementation
and then collect data across. Control over full stack.
• Many apps are not integrated across each other. Zapier/segment.io
• *Lack of good cohort tools - GA
• iOS/Mobile - not being able to iterate quickly. Lack of control/
transparency on app store pages.
• Current metrics don’t predict the future. Optimizations don't scale
linearly and it is hard to see when the improvement stops contributing to
the bottom line.