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Sean Ellis -- Building the Ultimate Full Company Growth Team

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Everyone in your company affects growth, whether they know it or not. Poor growth execution in one area of your business hampers growth efforts in all other areas. In this talk, Sean will explain how to unlock your company's full growth potential by identifying growth blockers and coordinating and quantifying company-wide growth efforts.

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Sean Ellis -- Building the Ultimate Full Company Growth Team

  1. 1. @SeanEllis The Growth Team Building the Ultimate Full Company Growth Team Sean Ellis Founder & CEO GrowthHackers November 3, 2015
  2. 2. @SeanEllis Scaling Growth is Function of Process and Team Team Process
  3. 3. @SeanEllis But Many Products Not Yet Growth Worthy
  4. 4. @SeanEllis Sustainable Growth Requires “Must Have” Product “How would you feel if you could no longer use this product?” Very disappointed (40%+) Somewhat disappointed Not disappointed N/A – I already stopped using
  5. 5. @SeanEllis Measure Growth with a North Star Metric Reflects value delivered to your prospects/customers Provides lens for measuring real growth and evaluating tests Examples: Airbnb nights booked, Facebook MAU (monthly active users) Captures several metrics (i.e. retention reflected in MRR and MAU)
  6. 6. @SeanEllis Everyone Impacts Growth Marketing & PR External Channels Promise 1st Experience Ongoing Experience Sales & BD Acquisition Activation Revenue Retention Referral Support & Account Mgmt Product & Dev
  7. 7. @SeanEllis Core Growth Team Drives Testing Marketing & PR External Channels Promise 1st Experience Ongoing Experience Sales & BD Acquisition Activation Revenue Retention Referral Support & Account Mgmt Product & Dev Core Growth Team
  8. 8. @SeanEllis Building Core Growth Team Start with a dedicated PM Growth Rest of core growth team can initially be ad hoc Add other dedicated people as needed to hit temp goals Example roles: growth engineering, designers, analysts, VP Prod, CEO
  9. 9. @SeanEllis Testing Drives Growth Day 1 – No certainty how you will grow More Testing = More Discovery Rapid testing across all vectors Acquisition Referral Activation Revenue Retention Resurrection
  10. 10. @SeanEllis Example: Twitter Accelerated Testing 2011
  11. 11. @SeanEllis Growth Team Needs an Effective Process Unbridled Ideation Prioritize backlog Launch Tests Capture learning
  12. 12. @SeanEllis Unbridled Ideation Unbridled Ideation Prioritize backlog Launch Tests Capture learning
  13. 13. @SeanEllis Grow a Large Backlog of Ideas
  14. 14. @SeanEllis Idea Inputs from External and Internal Experts External Experts Internal Experts Ideas Tests Results Core Growth Team Drives Process
  15. 15. @SeanEllis Prioritize Backlog Unbridled Ideation Prioritize backlog Launch Tests Capture learning
  16. 16. @SeanEllis Formalize Ideas in an Experiment Document Keep general contributor ideas simple (no ICE)
  17. 17. @SeanEllis Compare Ideas by ICE Score
  18. 18. @SeanEllis Launch Tests Unbridled Ideation Prioritize backlog Launch Tests Capture learning
  19. 19. @SeanEllis Weekly Growth Sprint Meeting Agenda 15 min: KPI review (how/why is north star metric trending?) 10 min: Review last week’s testing sprint (any issues?) 15 min: Key lessons learned from analyzed tests 15 min: Select tests for this week’s sprint 5 min: Check growth of idea backlog
  20. 20. @SeanEllis Choosing Right Tests to Launch • Core growth team each nominate 2-3 tests • Members pitch their nominated idea (30 seconds) • Discuss, shortlist and choose tests
  21. 21. @SeanEllis Capture Learning Unbridled Ideation Prioritize backlog Launch tests Capture learning
  22. 22. @SeanEllis Capture Learning in Knowledge Base Every test leads to learning Organize learning for easy access
  23. 23. @SeanEllis Share Learning with Team and Participating Experts External Experts Internal Experts Ideas Tests Results Core Growth Team Drives Process
  24. 24. @SeanEllis Recap • Goal: Sustainable growth of North Star Metric • Engage full internal team for insights and ideas • Include external experts for unique channel insights • Test at high tempo, capture/share learning
  25. 25. @SeanEllis Thank You! Email: Sean@GrowthHackers.com Twitter: @SeanEllis

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