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Growth Hacking Success
Setting and Achieving High
Impact Growth Goals
November 27, 2016
Overview
•  How goals help to drive sustainable growth
•  How to pick the right high leverage goals
•  How to achieve your goals with a proven process
Problem with No Clear Growth Goals
1.  Team out of sync
2.  Wasted effort
3.  Growth stalls
Why Right Goals Matter?
•  Keeps team focused on leverage
•  Celebrate victories, avoid burnout
•  Makes growth sustainable
Impact of Right Goal at LogMeIn
•  Problem
–  “Activation” friction with new users
–  Couldn’t scale beyond $10K/month
•  Goal: Improve new user activation
•  Result: Fixed activation, then same
channels profitably scaled 100X.
Today $2.5B
Mkt Cap
Keys to Achieving High Impact Goals
1.  Pick the right goal
2.  Communicate specifics
3.  Focus resources
(team and dollars)
4.  Use proven growth
hacking process
1. Finding Right High Impact Goals
•  Supports broader
mission and goals
•  Most leverage in
growth model
•  Solves problems
Example Growth Model (LinkedIn)
2. Share Specifics with Team
•  Context on why goal is
important
•  Baseline and target
•  Timeframe to achieve
3. Focus Team/Resources
•  Limit short-term goals
(max one goal per person)
•  Assign goal owner
–  Passionate about the goal
–  Committed to achieving it
–  No direct financial incentive
Rally Team Around Goal
Product
External
Channels
Promise
1st Experience
Ongoing Experience
Acquisition
Activation
Revenue
Retention
Referral
Marketing
PR
Support
Success
biz dev
Growth
Team
GH Example: Achieving Objective
•  Set aggressive 30 day activation goal for projects
•  VP engineering expressed doubts, “negotiated” 45 days
for goal. Same day created new onboarding prototype.
•  Exceeded goal in only 20 days with Eng. VP’s idea
4. Proven Process for Achieving Goals
Analyze
IdeasPrioritize
Test
Goal
Analyze the Situation
•  Quantitative analysis
•  Qualitative feedback
•  Combine for insights
Analyze
IdeasPrioritize
Test
Goal
Qualitative Example from LogMeIn
•  10% signup (90%+ drop off at
download step)
•  Several A/B tests failed to fix it
•  Asked: Why didn’t you download?
•  Next test, 300% improvement
Idea Generation for Goal
•  Creative problem solving
•  Weekly brainstorming
session for the objective
•  Encourage anytime idea
input from anyone
Analyze
IdeasPrioritize
Test
Goal
Create Ideas as Experiment Doc
•  Include hypothesis, research, target lever
ICE Score 1 - 10
I - Impact
C - Confidence
E - Ease
Prioritize in Weekly Growth Meeting
Analyze
IdeasPrioritize
Test
Goal	
•  Nominate ideas in advance
•  “Pitch” team on next tests
•  Decide based on resources
and expectations
Only Use ICE to Nominate
Filter to objective Sort by ICE score
Test to Impact Goal
Analyze
IdeasPrioritize
Test
Goal
Improve Overall Testing Throughput
Twitter boosts testing tempo 20X GH boosts testing tempo 10X
Analyze Tests and Report Progress
Analyze
IdeasPrioritize
Test
Goal	
•  Share how specific tests
impact goal progress
•  Keep goal top of mind for
team
•  Tests lead to new ideas
Repeat to Achieve Goals
Analyze
IdeasPrioritize
Test
Goal
Key Takeaways
•  Goal setting critical for sustainable growth
•  Focus on high leverage goals
•  Communicate goals widely
•  Follow growth hacking process to achieve goals
Get a free trial of GrowthHackers Projects
at Projects.GrowthHackers.com
Growth Collaboration Software for Teams:	
1) Set Objectives 2) Prioritize Testing 3) Organize Learning

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Setting and Achieving Growth Goals

  • 1. Growth Hacking Success Setting and Achieving High Impact Growth Goals November 27, 2016
  • 2. Overview •  How goals help to drive sustainable growth •  How to pick the right high leverage goals •  How to achieve your goals with a proven process
  • 3. Problem with No Clear Growth Goals 1.  Team out of sync 2.  Wasted effort 3.  Growth stalls
  • 4. Why Right Goals Matter? •  Keeps team focused on leverage •  Celebrate victories, avoid burnout •  Makes growth sustainable
  • 5. Impact of Right Goal at LogMeIn •  Problem –  “Activation” friction with new users –  Couldn’t scale beyond $10K/month •  Goal: Improve new user activation •  Result: Fixed activation, then same channels profitably scaled 100X. Today $2.5B Mkt Cap
  • 6. Keys to Achieving High Impact Goals 1.  Pick the right goal 2.  Communicate specifics 3.  Focus resources (team and dollars) 4.  Use proven growth hacking process
  • 7. 1. Finding Right High Impact Goals •  Supports broader mission and goals •  Most leverage in growth model •  Solves problems Example Growth Model (LinkedIn)
  • 8. 2. Share Specifics with Team •  Context on why goal is important •  Baseline and target •  Timeframe to achieve
  • 9. 3. Focus Team/Resources •  Limit short-term goals (max one goal per person) •  Assign goal owner –  Passionate about the goal –  Committed to achieving it –  No direct financial incentive
  • 10. Rally Team Around Goal Product External Channels Promise 1st Experience Ongoing Experience Acquisition Activation Revenue Retention Referral Marketing PR Support Success biz dev Growth Team
  • 11. GH Example: Achieving Objective •  Set aggressive 30 day activation goal for projects •  VP engineering expressed doubts, “negotiated” 45 days for goal. Same day created new onboarding prototype. •  Exceeded goal in only 20 days with Eng. VP’s idea
  • 12. 4. Proven Process for Achieving Goals Analyze IdeasPrioritize Test Goal
  • 13. Analyze the Situation •  Quantitative analysis •  Qualitative feedback •  Combine for insights Analyze IdeasPrioritize Test Goal
  • 14. Qualitative Example from LogMeIn •  10% signup (90%+ drop off at download step) •  Several A/B tests failed to fix it •  Asked: Why didn’t you download? •  Next test, 300% improvement
  • 15. Idea Generation for Goal •  Creative problem solving •  Weekly brainstorming session for the objective •  Encourage anytime idea input from anyone Analyze IdeasPrioritize Test Goal
  • 16. Create Ideas as Experiment Doc •  Include hypothesis, research, target lever ICE Score 1 - 10 I - Impact C - Confidence E - Ease
  • 17. Prioritize in Weekly Growth Meeting Analyze IdeasPrioritize Test Goal •  Nominate ideas in advance •  “Pitch” team on next tests •  Decide based on resources and expectations
  • 18. Only Use ICE to Nominate Filter to objective Sort by ICE score
  • 19. Test to Impact Goal Analyze IdeasPrioritize Test Goal
  • 20. Improve Overall Testing Throughput Twitter boosts testing tempo 20X GH boosts testing tempo 10X
  • 21. Analyze Tests and Report Progress Analyze IdeasPrioritize Test Goal •  Share how specific tests impact goal progress •  Keep goal top of mind for team •  Tests lead to new ideas
  • 22. Repeat to Achieve Goals Analyze IdeasPrioritize Test Goal
  • 23. Key Takeaways •  Goal setting critical for sustainable growth •  Focus on high leverage goals •  Communicate goals widely •  Follow growth hacking process to achieve goals
  • 24. Get a free trial of GrowthHackers Projects at Projects.GrowthHackers.com Growth Collaboration Software for Teams: 1) Set Objectives 2) Prioritize Testing 3) Organize Learning