Three Growth Choices that Can Scale Or Kill Your Business
•
0 likes•135 views
This document discusses three key choices that can scale or kill a business's growth: 1. Aligning teams around a common language for growth so they can set shared goals and understand each other. 2. Aligning teams around the most significant opportunities for growth by continuously realigning skills and resources. 3. Over-investing in a couple high-priority areas rather than spreading resources evenly, using HubSpot as an example of how focusing resources doubled their search traffic.
Recommended
More Related Content
What's hot
What's hot (20)
Similar to Three Growth Choices that Can Scale Or Kill Your Business
Similar to Three Growth Choices that Can Scale Or Kill Your Business (20)
More from SaaStock
More from SaaStock (20)
Recently uploaded
Recently uploaded (20)
Three Growth Choices that Can Scale Or Kill Your Business
- 1. KIERAN FLANAGAN @SEARCHBRAT @HubSpot @GrowthTLDR Three Growth Choices that Can Scale Or Kill Your Business Kieran Flanagan @Searchbrat
- 2. What should I talk about at this growth conference?
- 4. So many ideas How HubSpot Grew Organic Traffic 120% In 5 Months with 4 Simple Steps. How Mindmeister Grew Organic Traffic By 332% With User-generated Content. How Rocketreach Grew FromZero To One Million Users. How Toggle Grew Their Chrome Extension To 135,000 Users.
- 5. Behind the bravado, growth is a rollercoaster of emotions. Users Time
- 6. During my time at HubSpot, I've learned growth is about more than tactics, experiments, or hacks. Marketing Hub Sales Hub Service Hub CRM Free Free Paid
- 8. 1. Language Align teams around a common language for growth.
- 9. GrowthTLDR - EP46 “NO ONE TEAM CAN DRIVE REAL GROWTH.” - MAYUR GUPTA (CMO @Freshly) Marketing Product Sales Breakthrough Growth
- 10. Teams need a common language to describe goals.
- 11. Things can go drastically wrong when people misunderstand each other.
- 12. Sparketing Model Set team goals and commitments to each other.
- 13. First, agree on how your model will work.
- 14. Fi t Interest Product Onboarding Touchless Touchless User Success Coach Email, Live Chat All teams should agree on what the user experience will be.
- 15. Fi t Interest Users Touchless (no sales) Touchless (no sales) PQLs And agree how it will generate revenue for the business. ** Sample Model =
- 16. An SLA creates accountability between teams. It spells out who is responsible for what.
- 17. Marketin gNumber of Users / PQLs / Revenue Sales Speed and depth ofaccount follow -up Product Activation Rate,Revenue Marketing Number of Signup Sales Speed, depth of follow ups, Touched Revenue Product Active Users, PQLs,Touchless Growth (Tools, Data)
- 18. ReverseEngineer Reverse Engineer Funnel This is fake data
- 20. 2. Team Align teams around most significant opportunities for growth.
- 21. At some point in the company's growth, team structure becomes the most impactful growth lever.
- 22. Source: https://firstround.com/review/lessons-from-coinbases-wild-ascent-four-rules-for-scaling/
- 23. Cross-team Alignment You should continuously look to realign skills and resources around your most significant opportunities.
- 24. GrowthTLDR - EP46 AT AIRBNB, WE REALIZED OUR BEST PATH TO GROWTH WERE CROSS-FUNCTIONAL TEAMS DEDICATED TO A PROBLEM. - LENNY RACHITSKYR
- 25. SEO Specialist Content Analyst Developer Designer Growth Marketer PM Engineering UX Design Cross Functional Teams Drive Real Growth Improve Onboarding by 5% Double Organic Traffic
- 26. WARNING! cross-team alignment doesn't happen overnight.
- 27. The first time you create ownership of metrics could be FIRE!
- 28. Yo, your suit is
- 29. Yo, every team feels like it's on
- 30. Marketing Signups, PQLs, Revenue Product Funnel Users -> PQLs -> Revenue Content Funnel Leads -> MQLs -> Revenue Marketing Leads, MQLs Product NPS Sales Speed, depth of follow ups, Touched Revenue Product NPS Sales Speed, depth of follow ups, Touched Revenue
- 31. + + It's why this stuff matters. The Model Ownership Fit Interest Marketing Product Sales SLAs Growth Users Active Users PQLs Touchless (no sales) Touchless (no sales)
- 32. 3. Prioritization Over-invest in a couple of things vs. spreading equally across everything.
- 33. Peanut Butter is your enemy!
- 34. The HubSpot Lanes Model Full Resources Full Resources Self Sufficient
- 35. Doubling Search Traffic How did we near double search traffic in under 16 months?
- 36. Jan-2106 Feb-2016 M ar-2016 Apr-2016M ay-2016Jun-2016 Jul-2016Aug-2016Sep-2016O ct-2016 N ov-2016 D ec-2016 Jan-2017 Feb-2017 M ar-2017 Apr-2017M ay-2017Jun-2017 Jul-2017Aug-2017Sep-2017O ct-2017 N ov-2017 D ec-2017 5,000,000 4,000,000 3,000,000 2,000,000 1,000,000 0 Growth was flat for a sustained period. Maybe we hit the ceiling of that channel? Data from SimilarWeb.com
- 37. But, after proper analysis, we realized there was a lot of growth left, we needed to swing bigger.
- 38. We want to win the minds of customers. We create informative content that helps them get better at their jobs. We realigned our content strategy around hearts and minds. We want to win the hearts of customers. We create content that connects with customers emotionally on topics they care about.
- 39. Search Insights Report (SIR) A framework for identifying what content to created based on keyword insights. We created two near-identical playbooks to create editorial calendars for each content type. Buzz Insights Report (BIR) A framework for identifying what content create based on engagement insights.
- 40. SEO Specialist Content AnalystDeveloper Designer We created a full-stack search team to run a series of playbooks to grow traffic.
- 41. Quarterly SIR Find new keyword opportunities, flag existing keyword opportunities, flag existing URL opportunities Publish SIR Blogging team take SIR and turn it into amazing content Historical Optimization Flag blog posts that drop in traffic, and automate reason why (competition, intent)