This document summarizes the findings of a survey on how product and marketing teams collaborate on experimentation to drive growth. Some key findings include: - Leading organizations have strong alignment between product-led growth (PLG) and marketing-led growth (MLG) strategies. They use a single experimentation platform across teams. - Experimentation, both in features and on the web, significantly increases the likelihood of strong growth. Top teams use both types of experimentation. - Developers play a key role in experimentation programs at leading organizations. They are more likely to see developers as critical to experimentation success.

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5. 1
How product and marketing
teams collaborate on
experimentation to drive growth
2023 - Experimentation and Growth Survey
May 19, 2023

6. With you today Collin Crowell
Senior Director,
Kameleoon, North America
James McCormick
Independent Growth Advisor, VP of
Marketing
CreativeX

7. 3
The world has
changed
Then
Marketing
Team
Product
Team

8. 4
The world has
changed
Now Product
Team
Marketing
Team
Experimentation

9. 5
The world has
changed
Now Product
Team
Marketing
Team
Experimentation
Growth

10. 6
Leading companies
organize to support
growth

11. 7
The 2023
Experimentation
and Growth Survey
159 manager-level and above
roles across the USA and UK
Product Marketing Engineering Experimentation
10%
20%
30%
0%

12. 8
Leading organizations align PLG with MLG
9 out of 10 leading organizations are aligned in PLG and MLG.
lagging organizations are aligned in PLG and MLG.
5 out of 10

13. 9
Cross-functional alignment is critical
“My product and marketing growth strategies are strongly aligned.”
Growing significantly
Average growth *Organizations where product and marketing growth
strategies are aligned, have an 81% chance of
growing significantly.
Only 39% of organizations that report average
success have strongly aligned product and
marketing-led growth approaches.
81%
39%

14. 10
Experimentation is the driver of growth for all teams
270%
Investing in feature
experimentation results in a
270% increased likelihood of
growing significantly
350%
Investing in web
experimentation results in a
350% increased likelihood of
growing significantly

15. 11
Experimentation
alignment is
non-negotiable
Percentage of respondents who
reported cross-team alignment on
experimentation metrics as critical to
organizational success
87%

16. 12
Integrated and off-the-shelf
experimentation tech is critical
9 out of 10 63%
Leading organizations report use one
digital experimentation platform
collaboratively by different teams.
Leading organizations report investing
in an off-the-shelf experimentation
platform rather than one built in-house.

17. 13
Top teams use
web AND feature
experimentation
Of respondents with a fully integrated,
single experimentation platform used
cross-functionally are more likely to
grow in the year ahead.
70%

18. 14
Developer
participation is key
Leading organizations are
1.5x more likely to view
developers as critical to
their experimentation
program.
59%
22%

19. 15
Leaders
Key takeaways to achieve faster growth
● Pursue PLG and MLG
● Empower teams with web and feature
experimentation
● Share a common set of metrics to guide
growth efforts in a flywheel
● Work on a single, off-the-shelf technology
● Guard and invite developers to work on
growth
Laggards
● Prioritize a single growth strategy
● Don’t optimize across the entire stack
● Operate in silos with little collaboration
● Have multiple technologies, including
in-house legacy tools
● Over rely on and/or avoid engineer
involvement

20. 16
Kameleoon
One Platform.
All Teams.
A B
● Single unified platform
● Web Experimentation +
Feature Experimentation
● Integrated with modern
tech stacks

21. Download the full report here
Thank you
for your attention

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