Eric Chan Director of Growth & Partnerships Chargebee

1. Building Your Growth Team
SaaStock Australasia 2019

2. Introduction
Define Growth
Setting KPIs & Metrics
Building Your Team
Challenges & Obstacles

3. Eric Chan
Head of Growth & Partnerships @ Chargebee
3x Founder (1 Failed, 1 Exit, 1 Profitable)
Unique Net Solutions
Innovation: Big and Small
Autonomous Driving
Connected Infotainment
Corporate Innovation
for Mobile & Telecom
Pre-iTunes
App Store
Open Source
Software
FinTech
Mobility
@mobileslate

4. Chargebee Leading SaaS Company for
Subscription Management & Recurring Billing
15,000+ Global Customers
$2B+ Processing
25 Payment Gateways
120+ Currencies
50+ Countries
350+ Employees
$38M+ funding from:
Offices: San Francisco, Salt Lake City, Amsterdam, Chennai, Sydney

5. Define Growth

6. Growth: Company within a Company
“Growth” positions at a company
surfacing in many areas:
• Hacker
• Marketer
• Product Manager
• Officer or Chief
1,829
Job Openings “Growth” in title*
* indeed.com US results

7. Growth Goals
• Leadership
• Learn + Non-linear thinking
• Build new audiences
• New processes & workflows

8. Nimble Leadership, not Distributed
Distributed
New Projects > Groups > Silos
Rigid Rules
Leadership to Build Teams for 3Fs
● Fluidity
● Frequent Check-Ins
● Fail Fast / Course Correct
Nimble*
Entrepreneurial: Front-Line, New Project Leads
Enabling: Directing, manage resources, guiding
Architecting: Create “game board” - structure & culture
* Nimble Leadership, HBR

9. Product: Linear Development
Start with MVP: Basic Innertube
• Floats
• Black
• One person
• Self-propelled, if no current
Product / Engineering
• Structured process
• Versioning: 1.0, 1.5, 2.0, 3.0, 4.0
• Customer-centric
• Optimization

10. Armada Strategy: Sustainable Growth
● Build a separate ship(s) to self-sustain
● Break rules that don’t affect core business
● Sink initiative, if results show failure
● Handoff sustaining to core business unit

11. Setting KPIs & Metrics
• Think about impact
• Use a Framework: 1 – 5 – 10
1Show 1 win
within 3 months
5Get within 5% of
stated goals
10Potential Impact
for 10% revenue,
10% new customers, etc

12. Growth: Organizational Structure
B2B B2C
Growth Product MarketingSales
Growth
Product MarketingSales
• Independent department
• Separate P&L
• New segments, new workflows
• Adjacencies

13. Growth: Team Structure
B2B B2C
Sales Marketing Operations
Program
Manager
Growth
Marketing OperationsProduct
Growth
Program Manager: Define programs, rules, channels
Sales: Create a sales funnel/workflow
Marketing: Content, promotion, demand generation*
Operations: Monitor KPIs, metrics, budget
Product: Define bespoke/custom offering

14. Chargebee Growth Team Case Study
2018 Startup Initiative
Partnerships
Field Marketing
2019 Startup Initiative
• Launch
• Chargebee for Entrepreneurs
Partnerships
Field Marketing
2020
Startup Initiative
• Chargebee for Startups
• $0 to $1M Community
Partnerships
• TAP
• Payment Gateway
• Referral Network
Field Marketing
• Tradeshow / Conference
• ABM
Startup Partnerships Field Marketing

15. Startup Initiative: Launch
Launch: Freemium Tier
Free for the first $50,000 invoiced revenue
Core Set of features
$99/month after hitting revenue goal
Program
Manager
Sales
Monitor and Measure
Workflow breakdown
KPIs
Budget
Marketing
Online
Product Webinar
Content Marketing
Listings and promotions
Offline
Founder’s Dinners & Meetups
Tradeshows & Workshops
Operations
Inbound Sales Model
Enriched leads are pass along for
outreach and onboarding

16. Startup Initiative: Team
Former Entrepreneur
Marketing background
Attracted to the Customer Segment
Program
Manager
Sales
Document the process and workflow
Cohort analysis
Look at each stage of funnel
Budget for CAC, CPL, events, etc.
Marketing
Help from Marketing Department, but specific
creative and deep-thinking content writer
Operations
Inbound model, picked an SDR-like function to do
product demos and activations
Follow up for conversions

17. Startup Initiative: Metrics
Launch = Freemium Tier
Program
Manager
Sales
Can this be 10% of total company revenue, timeline
might be longer than 18 months
Marketing
1 Customer Success Story or Testimonial
within 3 months
Marketing to drive demand generations
Operations
With 5% of target registrations (bottom of funnel)

18. Growth Worksheet #1: Building Your Armada
Make a list of growth initiatives using the Armada thinking
n.b. Don’t think about specific numbers, just ships for growth
What process is setup to refactor in the middle?
What does Success look like? What are signs of Failure?

19. Growth Worksheet #2: Setting KPIs
What are your KPIs?
These can be your own metrics that can show traction
and process, not just ROI or Leads, etc.
Use the 1 – 5 – 10 Framework:
Define Your “1” Goal
Define Your “5” Goal
Define Your “10” Goal

20. Growth Worksheet #3: Build Your Team
Program
Manager
Roles and Responsibilities
Goals
Sales Marketing Operations Product

21. Challenges & Obstacles

22. Fail and Drop
Challenges & Obstacles: Internal
Start Traction Refactor Scale HandoffFeedback
Nimble Leadership
Get the Playbook / Process Right

23. Challenges & Obstacles: Internal
● Low commitment
● Fast GTM
● Learn with guardrails
Partner Buy Build
● Staffing
● Marketing
● Control
● Support/Maintenance
Right mode, right ship, right time

24. Challenges & Obstacles: Internal
Customer Feedback
• NPS
• Testimonials
• Case Study
Refactoring
• KPIs
• Process/Workflows
• Funnel
Tools
• In-Common
• Re-purposed
• Segmented

25. Challenges & Obstacles: Internal
Support
Customer
Success
• RoE / Collaboration
• Buy-In / Influence
• Transparency
• Internal Comms
Growth Product MarketingSales

26. Challenges & Obstacles: External
Channels
• Inbound vs. Outbound
• Two-step model
Marketing
• Brand extension vs. competition
• Content Monster
Competition
• Segmenting
• Timing

27. Growth Worksheet #4: Which Model
From Worksheet #1, what is the best model to execute
Partner
Partner
Partner
Partner
Partner
Buy
Buy
Buy
Buy
Buy
Build
Build
Build
Build
Build
1.
2.
3.
4.
5.

28. Growth Worksheet #5a: Handling Challenges
What are some of my Challenges Internally How can I tackle the Internal Challenges
RoE / Collaboration
Buy-In / Influence
Transparency
Internal Comms
Other

29. Growth Worksheet #5b: Handling Challenges
What are some of my Challenges Externally How can I tackle the External Challenges
Channels
Marketing
Competition
Other

30. You know it’s working when
You’re the team everyone
is curious about AND wants to join

31. Thank You
Eric Chan
https://www.linkedin.com/in/cirechan
@mobileslate