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Growth in Unexpected Places
“How to Recruit and Launch a Growth Team at an
Enterprise Business”
Thibault Imbert,
Head of Growth, Adobe Spark
@thibault_imbert
Who is this guy?
Started as a web designer
Developer
Technical sales
Product Manager
Growth
I wanted to be that guy
I wanted to be that guy
B game
I wanted to be that guy
B gameA game
What is Spark?
Adobe Spark
What is Spark?
Pros Market Expansion
What is Spark?
Adobe Spark
Spark PostSpark PageSpark Video
Before everything…
It starts with organic retention
You can’t grow a crappy product
If everyone is doing it, no one really does
Growth
We all care about
Growth!
What we saw
We all care about
Growth!
Release/Launch
What we saw
We all care about
Growth!
Release/Launch
Dammit, let’s
ship this!
What we saw
We all care about
Growth!
Release/Launch
Dammit, let’s
ship this!
Revenue
Activation
Retention
Acquisition
What we saw
We all care about
Growth!
Release/Launch
Dammit, let’s
ship this!
We all care about
Growth again!
Revenue
Activation
Retention
Acquisition
What we saw
1.0 attempt
Any ETA on the new
instrumentation?
PM/PMM
We have these
features for the June
release first
This will have to go on
the backlog
PM
EM
Product
1.0 attempt
This just does not work
Executive sponsorship
Start small, show early wins
Outside of Product
In Product
Start small
getfeedback.com
Start small
getfeedback.com
Start small
Start small
Impact of the “Follow us” CTA
on followers growth
Buy-in on the mission
Don’t ask for permission, ask for forgiveness
Ask for forgiveness with results
Management support
Why a dedicated team?
No context-switching
Accountable
Empathy
Empowered
Dedicated team
Recruitment
Mindset > Skills
Driven by results, not tech
Customer empathy
Determined
Characteristics
Build vs Buy
Test before building
3rd Party -> Homegrown
So, you have a team now…
Growth Product
2.0 attempt
We have code ready
we need to checkin
We have this
experiment we would like
to run!
PM
Engineer
Who are you? Let me
see your code
Great! Do you
have resources to make it
happen?
PM
Engineer
Challenges with a separate team
Why are you in my code base?
Why do you get to take short cuts?
We are already planning on doing this!
That’s not how we work!
Two words: Build trust
A squad, not a team
Still part of the product team
Tour of duty
Easy org setup
Velocity
3.0 attempt
Engineer Engineer
Growth Product
Hey Irina, can you
review my PR?
Sure, let me check!
Squad composition
PM PD EM EngineersPGM DS
Launch
Organization structure
Product
Spark
Video
Spark Page Spark Post
Spark Core
Organization structure
Product
Growth
Growth

Marketing
(PMM)
Spark
Video
Spark Page Spark Post
Spark Core
Growth Squad
(PM, PD, PGM, EM, Eng, DS)
Corporate

Marketing
(PMM)
Process
Experiment Pipeline
(lever, hypothesis, ICE
prioritization)
Process
Experiment Pipeline
(lever, hypothesis, ICE
prioritization)
Experiment Plan
(control vs variant, baseline,
metric)
Process
Experiment Pipeline
(lever, hypothesis, ICE
prioritization)
Backlog
(sprint planning, link to
experiment)
Experiment Plan
(control vs variant, baseline,
metric)
Process
Ship Meeting
(stakeholders signoff)
Experiment Plan
(control vs variant, baseline,
metric)
Experiment Pipeline
(lever, hypothesis, ICE
prioritization)
Backlog
(sprint planning, link to
experiment)
Process
Ship
(soft launched)
Ship Meeting
(stakeholders signoff)
Experiment Plan
(control vs variant, baseline,
metric)
Experiment Pipeline
(lever, hypothesis, ICE
prioritization)
Backlog
(sprint planning, link to
experiment)
Process
Experiment
Results Review
(what did we learn)
Ship
(soft launched)
Ship Meeting
(stakeholders signoff)
Experiment Plan
(control vs variant, baseline,
metric)
Experiment Pipeline
(lever, hypothesis, ICE
prioritization)
Backlog
(sprint planning, link to
experiment)
Our stack
Pipeline Planning Jira
Examples
NPS
Dashboard in delighted.com
Sync with Slack
Start a thread for follow up
Landing Pages
SEO landing pages
SEO landing pages stack
SEO landing pages stack
SEO landing pages stack
Data democratization
Automated reports on Slack
Summary
It starts with organic retention
Start small, show some early wins
Focus on numbers, not tech
Build a squad, not a team
Mindset > Skills
Ideate, prioritize and move the numbers!
Spread the culture
Thank you!
Follow me @thibault_imbert
(we are hiring)

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Growth in unexpected places