Growth Marketing Conference '17 Atlanta - Creating a Company Wide Growth Culture
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This document provides 11 tips for creating a company-wide growth culture from Adobe Spark's Head of Growth. The tips are: 1) start with organic retention and product-market fit; 2) start small with early wins; 3) get executive sponsorship for a long-term growth strategy; 4) hire people with the right mindset over skills; 5) test value through third parties before building features; 6) differentiate your efforts from competitors; 7) form a growth squad of cross-functional engineers and PMs; 8) look for activation opportunities from data; 9) combine quantitative and qualitative research; 10) establish an experiment pipeline process; and 11) evangelize your growth team and process.
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Growth Marketing Conference '17 Atlanta - Creating a Company Wide Growth Culture
- 1. Actionable How-to: Creating a Company-Wide Growth Culture Thibault Imbert Head of Growth | Adobe Spark
- 2. What is Spark? Adobe Spark
- 3. What is Spark?What is Spark? Pros Market Expansion
- 4. Incubating Growth in Creative Cloud Creative Cloud
- 5. 11 things we learnt
- 6. 1
- 7. It starts with organic retention You can’t grow a crappy product
- 8. So if you don’t have product market fit It is too early to think about Growth, solve a problem first
- 9. Are people using your product? (north star) Beware of vanity metrics For Spark: WAU (Weekly Active Publishers)
- 10. 2
- 11. Start small
- 12. You might not be given a team directly Team up with one member or two Look for low hanging fruits Early wins are worth more than a pitch
- 13. 3
- 15. It is about a long term Growth strategy It will be like running a marathon You will never be done It’s not about hacking It’s just good marketing
- 16. 4
- 17. Find the right people
- 18. Mindset > Skills Driven by results, not tech Promote small experiments vs big projects Customer empathy
- 19. 5
- 20. Buy before build
- 21. Test value before building Go 3rd Party After you hit the limitations, go homegrown
- 22. Chat
- 24. Chat Landing pages Heatmap
- 25. 6
- 26. If everyone is doing it, no one really does
- 27. We all care about Growth! What we saw
- 28. What we saw We all care about Growth! Release/Launch
- 29. What we saw We all care about Growth! Release/Launch Dammit, let’s ship this!
- 30. What we saw We all care about Growth! Release/Launch Dammit, let’s ship this! Revenue Activation Retention Acquisition
- 31. What we saw We all care about Growth! Release/Launch Dammit, let’s ship this! We all care about Growth again! Revenue Activation Retention Acquisition
- 32. First attempt Any ETA on the new instrumentation? PM/PMM We have these features for the June release first This will have to go on the backlog PM EM Product
- 33. 1.0 attempt
- 34. This just does not work
- 35. You need your own engineers
- 36. Growth Product Second attempt We have code ready we need to checkin We have this experiment we would like to run! PM Engineer Who are you? Let me see your code Great! Do you have resources to make it happen? PM Engineer
- 37. Why are you in my code base? Why do you get to take short cuts? We are already planning on doing this! That’s not how we work!
- 38. One word: Trust
- 39. 7
- 40. A squad, not a team
- 41. Engineers still part of the product team(s) But on a Tour of duty Easy org setup Engineers familiar with product codebase
- 42. Squad composition PM PD EM EngineersDS
- 43. Engineer Engineer Growth Product Hey Irina, can you review my PR? Sure, let me check!
- 44. 8
- 45. Don’t ideate, look for opportunities
- 46. Go back to the data Focus on impact and ROI (ICE score) If successful, what’s the projected impact? Activation is a good place to start
- 47. Don’t bring more water to a leaky bucket Improving Activation reduces CAC (Cost of Acquisition) Better Activation drives retention and ultimately conversion to paid When the right time, reinvest that money saved in Acquisition
- 48. 9
- 49. Never forget qualitative research
- 50. Queries and funnels provide directions They don’t tell you the why Power is in quant + qual
- 51. 10
- 52. Have a process
- 53. Experiment Pipeline (lever, hypothesis, ICE prioritization)
- 54. Experiment Pipeline (lever, hypothesis, ICE prioritization) Experiment Plan (control vs variant, baseline, metric)
- 55. Experiment Pipeline (lever, hypothesis, ICE prioritization) Experiment Plan (control vs variant, baseline, metric) Backlog (sprint planning, link to experiment)
- 56. Experiment Pipeline (lever, hypothesis, ICE prioritization) Experiment Plan (control vs variant, baseline, metric) Backlog (sprint planning, link to experiment) Ship Meeting (stakeholders signoff)
- 57. Experiment Pipeline (lever, hypothesis, ICE prioritization) Experiment Plan (control vs variant, baseline, metric) Backlog (sprint planning, link to experiment) Ship Meeting (stakeholders signoff) Ship (soft launched)
- 58. Experiment Pipeline (lever, hypothesis, ICE prioritization) Experiment Plan (control vs variant, baseline, metric) Backlog (sprint planning, link to experiment) Ship Meeting (stakeholders signoff) Ship (soft launched) Experiment Results Review (what did we learn)
- 59. 11
- 60. Sell your engine and process
- 61. Go on a tour to present your process Show some early wins Make people’s lives easier Help other teams adopt it
- 62. Summary
- 63. Start with organic retention It’s not about hacking Hire the right people Buy before build Get your own engineers A squad, not a team Don’t ideate, look for opportunities Never forget qualitative research Have a process Sell your team and process
- 64. 2 great books I recommend
- 66. Thank you! Follow me at @thibault_imbert for the slides.