Sean Ellis started off the day off with a high-level introduction to the topic of growth. He reviewed the prerequisites for sustainable growth (PM Fit), the principles of growth and ultimately how a person or team should approach figuring out how to grow or how to accelerate growth in their company. He compared how this is different in a smaller company vs a more established company and the relative challenges and advantages that each type of company has. Want to know who generally cares about driving growth and who has the skills and authority to affect growth? This opening keynote reminds you of the original purpose of growth hacking and build excitement and engagement around the topics that will be discussed throughout the day.

1. Sean Ellis
CEO & Founder, GrowthHackers
@SeanEllis
Relentless Pursuit
of Growth
#GHConf18

2. #GHConf18
Relentless Pursuit of Growth
Sean Ellis
Founder/CEO of GrowthHackers

3. #GHConf18
Overview
1. Keys to Driving Sustainable Growth
2. New Learnings in Recent Months
3. What to Expect from #GHCONF18

4. #GHConf18
SECTION 1
Keys to Driving Sustainable Growth

5. #GHConf18
Growth is Not Simply a Graph

6. #GHConf18
Sustainable Growth is Based on Value

7. #GHConf18
Measure Growth/Value with North Star Metric
• Quantify expansion of value
delivered to all customers
• Provides lens for measuring
sustainable growth

8. #GHConf18
Test/Learn to Grow North Star Metric

9. #GHConf18
Test Across All Growth Levers
- Sources and motivations to try
- Aha moment (1st taste of core value)
- Core value (must have experience)
- Loops for generating new users
- Sources of money from customers
Acquisition
Activation
Retention
Referral
Revenue
Understand relationship between variables that improve
your North Star Metric

10. #GHConf18
Systematic Growth Testing Process
• Analyze to identify growth opportunities
• Set time-bound objectives with metrics
• Generate, prioritize and test ideas

11. #GHConf18
Track Ideas/Testing à Objective Results
INPUTS OUTPUTS

12. #GHConf18
Understand Impact on North Star Metric

13. #GHConf18
LogMeIn Case Study
• Problem: Couldn’t scale profitable spend beyond $10K/month
• Analysis: Over 90% of new signups never performed a remote session
• Solution: Product, Marketing and Sales worked to fix activation issues
• Result:
– 10X improvement in activation rate
– 100X scale in profitable ad spending
– Today LogMeIn $6B+ Valuation

14. #GHConf18
SECTION 2
New Learnings in Recent Months

15. #GHConf18
Hands-On Learning at Several Companies
• Multiple medium-term engagements
• Recently focused on fast-impact engagements

16. #GHConf18
Growth Fundamentals Are Not Enough

17. #GHConf18
Customer Journey Crosses Multiple Silos
Product
External
Channels
Promise
1st Experience
Ongoing Experience
PR
Marketing
Support
Success
Sales/
biz dev
Acquisition
Activation
Revenue
Retention
Referral

18. #GHConf18
Get Cross-Functional Buy In or Get Rejected

19. #GHConf18
Need Company-Wide Commitment to Growth
• Executive vision and support to drive change
• Shared mission helps align and engage team
• Shared metric (NSM) to gauge overall progress
• Persistence needed until habit/culture take root

20. #GHConf18
Shared Mission Key to Getting Buy In
Mission
Growth
Team
North Star
Metric
“Zuckerberg is mind-
numbingly efficient
about slipping the
statement into everyday
conversation”
“Bring the world closer together”

21. #GHConf18
SECTION 3
What to Expect from #GHConf18

22. #GHConf18
What to Expect from Today
• Inspirational stories from growth leaders
• Growth lessons from hiring to driving transformation
• Aha! Driving conversion to intense customer loyalty
• What’s next? Evolving landscape and tools for growth

23. #GHConf18
Goals for GrowthHackers Conference
1. Share experiences
2. Open and honest
3. Collaborative learning
4. Have fun
5. Actionable next steps

24. #GHConf18
Learn more about the
GrowthHackers Conference at
GrowthHackers.com/Conference