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Joanna Lord - How to Operationalize Growth & Drive Revenue

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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.

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Joanna Lord - How to Operationalize Growth & Drive Revenue

  1. 1. How to Operationalize Growth for Maximum Revenue classpass.com @classpass Joanna Lord Chief Marketing Officer @joannalord
  2. 2. 2
  3. 3. What is growth?
  4. 4. Creating inflection opportunities for business success.
  5. 5. 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 :
  6. 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 : ACQUISITION RETENTION MONETIZATION
  7. 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. 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. 9. but why is that so hard?
  10. 10. because a lot has changed.
  11. 11. ownership has changed
  12. 12. PRODUCT MARKETING ENGINEERING DATA GROWTH : marketing
  13. 13. PRODUCT MARKETING ENGINEERING DATA GROWTH : marketing : product & marketing
  14. 14. PRODUCT MARKETING ENGINEERING DATA GROWTH : marketing : product & marketing : product & marketing & engineering & data
  15. 15. organizational structure has changed
  16. 16. 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
  17. 17. : creative
  18. 18. : creative : creative & analytical
  19. 19. : creative : creative & analytical : creative & analytical & technical & intuition
  20. 20. who you need to hire has changed
  21. 21. skills that fuel growth : t-shaped
  22. 22. skills that fuel growth : t-shaped Technical : Analytical : Creative : Product : Design Theory : Paid : Inbound : CRO : Content : Statistics: Modeling : Database/SQL : Psychology
  23. 23. So we just have to change how we organize, how we roadmap and plan, and who we hire.
  24. 24. …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.
  25. 25. f&ck.* * the & is a u. it spells fuck.
  26. 26. but it can be done.
  27. 27. but it can be done. there are patterns.
  28. 28. How to Organize for Growth #letsgettactical
  29. 29. Invest in the views that matter.
  30. 30. T H E M O S T U S E L E S S G R A P H E V E R :
  31. 31. 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 :
  32. 32. we spend too much time reporting on useless things. [ r e a l t a l k t i m e ]
  33. 33. but for real…how? Full funnel views. Cohort views. Attribution. Network effect vs. virality. Growth mix and cannabilization. Tenure journeys.
  34. 34. Growth as a decentralized responsibility.
  35. 35. 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.”
  36. 36. 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 .
  37. 37. CAC CHURN BURN T H E W AY I T S H O U L D B E D O N E .
  38. 38. 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.
  39. 39. 3 Realize nothing is precious.
  40. 40. 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.”
  41. 41. 43
  42. 42. 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.
  43. 43. Play to your advantages obsessively.
  44. 44. 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 ? ]
  45. 45. 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 ] :
  46. 46. 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
  47. 47. 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.
  48. 48. 5 Evergreen testing to make your case.
  49. 49. 53 Growth Product Roadmap: 2016
  50. 50. Growth Product Roadmap: Q2 2016 Growth Product Roadmap: Q2 2017
  51. 51. 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).
  52. 52. let’s wrap this party up.
  53. 53. Growth isn’t about magical tactics and platform hacks.
  54. 54. 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.
  55. 55. Thank You! Questions? @joannalord Joanna Lord CMO, ClassPass @joannalord

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