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Growth Marketing Conference '17 Atlanta - Creating a Company Wide Growth Culture

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Some advices to incubate and spread the Growth mindset inside your company.

Publicada em: Marketing
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Growth Marketing Conference '17 Atlanta - Creating a Company Wide Growth Culture

  1. 1. Actionable How-to: Creating a Company-Wide Growth Culture Thibault Imbert Head of Growth | Adobe Spark
  2. 2. What is Spark? Adobe Spark
  3. 3. What is Spark?What is Spark? Pros Market Expansion
  4. 4. Incubating Growth in Creative Cloud Creative Cloud
  5. 5. 11 things we learnt
  6. 6. 1
  7. 7. It starts with organic retention You can’t grow a crappy product
  8. 8. So if you don’t have product market fit It is too early to think about Growth, solve a problem first
  9. 9. Are people using your product? (north star) Beware of vanity metrics For Spark: WAU (Weekly Active Publishers)
  10. 10. 2
  11. 11. Start small
  12. 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. 13. 3
  14. 14. Get executive sponsorship
  15. 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. 16. 4
  17. 17. Find the right people
  18. 18. Mindset > Skills Driven by results, not tech Promote small experiments vs big projects Customer empathy
  19. 19. 5
  20. 20. Buy before build
  21. 21. Test value before building Go 3rd Party After you hit the limitations, go homegrown
  22. 22. Chat
  23. 23. Chat Landing pages
  24. 24. Chat Landing pages Heatmap
  25. 25. 6
  26. 26. If everyone is doing it, no one really does
  27. 27. We all care about Growth! What we saw
  28. 28. What we saw We all care about Growth! Release/Launch
  29. 29. What we saw We all care about Growth! Release/Launch Dammit, let’s ship this!
  30. 30. What we saw We all care about Growth! Release/Launch Dammit, let’s ship this! Revenue Activation Retention Acquisition
  31. 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. 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. 33. 1.0 attempt
  34. 34. This just does not work
  35. 35. You need your own engineers
  36. 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. 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. 38. One word: Trust
  39. 39. 7
  40. 40. A squad, not a team
  41. 41. Engineers still part of the product team(s) But on a Tour of duty Easy org setup Engineers familiar with product codebase
  42. 42. Squad composition PM PD EM EngineersDS
  43. 43. Engineer Engineer Growth Product Hey Irina, can you review my PR? Sure, let me check!
  44. 44. 8
  45. 45. Don’t ideate, look for opportunities
  46. 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. 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. 48. 9
  49. 49. Never forget qualitative research
  50. 50. Queries and funnels provide directions They don’t tell you the why Power is in quant + qual
  51. 51. 10
  52. 52. Have a process
  53. 53. Experiment Pipeline (lever, hypothesis, ICE prioritization)
  54. 54. Experiment Pipeline (lever, hypothesis, ICE prioritization) Experiment Plan (control vs variant, baseline, metric)
  55. 55. Experiment Pipeline (lever, hypothesis, ICE prioritization) Experiment Plan (control vs variant, baseline, metric) Backlog (sprint planning, link to experiment)
  56. 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. 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. 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. 59. 11
  60. 60. Sell your engine and process
  61. 61. Go on a tour to present your process Show some early wins Make people’s lives easier Help other teams adopt it
  62. 62. Summary
  63. 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. 64. 2 great books I recommend
  65. 65. Thank you! Follow me at @thibault_imbert for the slides.

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