In this presentation Joanna will talk through the many levers of growth, and how to organize your teams, processes, and channels to maximize growth. She’ll give examples of how the best companies in the world created growth engines, and leave you with tactics to bring back to your teams and beat out your competitors.

1. How to Operationalize Growth for
Maximum Revenue
classpass.com
@classpass
Joanna Lord
Chief Marketing Officer
@joannalord

2. 2

4. What is growth?

5. Creating inflection opportunities for
business success.

6. T h e r e a r e o n l y t h r e e w a y s t o g r o w :

7. T h e r e a r e o n l y t h r e e w a y s t o g r o w :
ACQUISITION
RETENTION
MONETIZATION

8. T h e r e a r e o n l y t h r e e w a y s t o g r o w :
ACQUISITION
RETENTION
MONETIZATION

9. T h e r e a r e o n l y t h r e e w a y s t o g r o w :
ACQUISITION
RETENTION
MONETIZATION

10. but why is that so hard?

11. because a lot has changed.

12. ownership has
changed

13. PRODUCT MARKETING
ENGINEERING DATA
GROWTH
: marketing

14. PRODUCT MARKETING
ENGINEERING DATA
GROWTH
: marketing
: product & marketing

15. PRODUCT MARKETING
ENGINEERING DATA
GROWTH
: marketing
: product & marketing
: product & marketing
& engineering & data

16. organizational structure
has changed

17. Example: LinkedIn Growth Team
SEO
Onboarding
Network
Growth
Comms
PYMK,
Virality,
Connections
Engagement through
email/push,
Resurrection
SEO,
Conversion
optimization,
Public profile
Onboarding,
Activation,
Intent discovery

18. : creative

19. : creative
: creative & analytical

20. : creative
: creative & analytical
: creative & analytical
& technical & intuition

21. who you need
to hire has changed

22. skills that fuel growth : t-shaped

23. skills that fuel growth : t-shaped
Technical : Analytical : Creative : Product : Design Theory : Paid : Inbound : CRO : Content : Statistics: Modeling : Database/SQL : Psychology

24. So we just have to change how we
organize, how we roadmap and plan, and
who we hire.

25. …and we have to do that while delivering beautiful
marketing, on a budget, with limited resources, quickly,
effectively, and we have to do it better than anyone else.
So we just have to change how we
organize, how we roadmap and plan, and
who we hire.

26. f&ck.*
* the & is a u. it spells fuck.

27. but it can be done.

28. but it can be done.
there are patterns.

29. How to Organize for Growth
#letsgettactical

30. Invest in the views that matter.

31. T H E M O S T U S E L E S S G R A P H E V E R :

32. T H E S E C O N D M O S T U S E L E S S G R A P H E V E R :

33. we spend too much time reporting on useless things.
[ r e a l t a l k t i m e ]

34. but for real…how?
Full funnel views.
Cohort views.
Attribution.
Network effect vs. virality.
Growth mix and cannabilization.
Tenure journeys.

35. Growth as a decentralized
responsibility.

36. T H I S I S
T H E H A R D E S T
PA R T
“How you organize will
either fuel or kill
growth.”

37. MARKETING PARTNERS PRODUCT ENGINEERING PRICING CX FINANCE LEGAL
T H E W AY I T S A LW AY S B E E N D O N E .

38. CAC CHURN BURN
T H E W AY I T S H O U L D B E D O N E .

39. but for real…how?
Identify 3-5 metrics to make progress on.
Full stack for autonomous output.
Czar/Driver roadmap management.
Decentralize approval cycles.
Productize experimental design.
Gated by OKR achievement.

40. 3
Realize nothing is precious.

41. L I K E R I G H T N O W
“Often the hardest,
most complicated
business decision is the
exact one you need to
make.”

43. 43

45. but for real…how?
Get ruthless on product prioritization.
Revisit prices often, adjust for the business.
Don’t lose yourself in partnerships.
Fire the wrong people, hire the right ones.
Structure around output not people.

46. Play to your advantages
obsessively.

47. W h y d o w e b u i l d f o r t h e s a k e o f b u i l d i n g ?
[ t h i n g s t h a t m a k e y o u g o h m m m m ? ]

48. Non-brand SEO/SEM
Ambassador program
Influencer strategy
Corporate memberships
Affiliate/partner marketing
Emerging paid social
Community activations
Events
OOH/Brand
T H I N G S I D I D N O T
G E T T O D O L A S T
Y E A R I N C L U D E
[ B U T A R E N O T L I M I T E D T O ] :

49. Refer a Friend v2, v3
Invite a Friend v1, v2, Sprinkles
Gift a Friend v2
Connections [social network] v1
“Book with Friends” features
User generated experiences
I N S T E A D I B U I LT
I N T O O U R A D VA N TA G E :
R E F E R R A L C H A N N E L S

51. but for real…how?
Stop building for others (marketers, boards, etc.)
Know your proprietary advantage.
Educate your teams on these levers.
Organize around them.
Make kfactor/inflection the KPI.

52. 5
Evergreen testing to make
your case.

53. 53
Growth Product Roadmap: 2016

54. Growth Product Roadmap: Q2 2016 Growth Product Roadmap: Q2 2017

55. but for real…how?
Organize thesis based brainstorms.
Allocate 20% of centralized resources to testing.
Build pre-prioritization roadmaps.
Scope product asks prior to the ask.
Map to more than one OKR/business objective.
Invest in internal education at every turn (20% of MGT LT bandwidth).

56. let’s wrap this party up.

57. Growth isn’t about
magical tactics and platform
hacks.

58. The best brands in the world are investing
in growth as an operational machine.
They’re hiring creative, resourceful, low
ego people to triangulate around a
problem and run fast.
Growth isn’t about
magical tactics and platform
hacks.

59. Thank You!
Questions? @joannalord
Joanna Lord
CMO, ClassPass
@joannalord