how to scale your growth - boussias conferences · q1-2 2018 foundation 1 growth marketer, 1...
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How to scale your growth
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Ferdinand Goetzen
recruit.ee/growth // recruitee.com
5 principles for leading growth
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1. Don’t hack, scale!
2. Embrace growth
3. Adopt the mindset
4. Master the skills
5. Create value
Defining Growth
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Branding
Lead Generation
Product Growth
Product Marketing
Q1-2 2018
Foundation
1 Growth Marketer, 1 Designer
Q3-4 2018 Advanced1 Content Manager, 1 Social Media Manager, 1 Growth Marketer, 1 Designer, 2-3 Freelancers
Professional1 Content Marketer, 1 Growth Marketer, 1 Designer, 1-2 Freelancers
Ideal1 Head of Content, 1 Social Media Manager, 2 Content Marketers, 1 SEO Specialist, 2-3 Designers
Q4 2019
Q2-3 2019
Roadmap Example: Hiring for Content
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Q1-2 2018
Foundation
Basic tracking set up with GA & CRM, etc.
Q3-4 2018 Advanced
Event Tracking, Data Attribution, Qualitative Data, etc.
Professional
Conversion Tracking, Lead Scoring, Data Reporting, etc.
Ideal
Full Event Tracking, Advanced Data Attribution, Data Warehouse, etc
Q4 2019
Q2-3 2019
Roadmap Example: Data Tracking
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Objectives and key results (OKRs) is a framework for defining and tracking
objectives and their outcomes.
“
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Lead Generation
● Number of Leads● Convertibility of Leads● Value of Leads
Product Growth
● User Experience● User Loyalty● User Growth● User Retention
Branding
● Brand Reach● Brand Recognition● Brand Favorability
KPIs: Growth Goals
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Lead Generation
● MQLs (#)● SALs (#)● SQLs (#)● IQL → MQL (%)● MQL → SAL (%)● SAL → SQL (%)● MRRac (#)
Product Growth
● Trial → Paid (%)● Churn (%)● Renewal (%)● Expansion (%)● Positive Reviews (#)● NPS (/100)● Referrals (#, %)
Branding
● Website Traffic D/O (#) ● Reach/Impressions (#)● Backlinks (#)● Social Mentions (#)● Press & PR ● Survey Responses
KPIs: Growth Metrics
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● Email Automations
● Analytics
● Social Media
● Brand Reach
● Website CRO
● Product UX
● Content
● etc...
Choose one aspect of your marketing
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Create your roadmap for this aspect
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1. Current (can be nothing)
2. Foundation
3. Professional
4. Advanced
5. Ideal
Now create OKRs for Q1 2019 to achieve your ‘foundation’ stage.
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“It’s not the software that wins. It’s the
people. Find people that have a growth mindset.
Will Bunker, GXAcademy
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Key Growth Skills
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Tech
Content
Design
Data & Automation Branding
Growth Marketing
UI & UX
Social Media Manager
CGO Content Marketing Manager
Lead Growth Marketer
Product Marketing Manager
Growth Team
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Visual Designer Business Developer Growth Marketer Events & PRManager
Business DeveloperVisual DesignerLead Growth
Marketer
Paid Traffic & CRO Team
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Growth Marketer
Social Media ManagerVisual DesignerContent Marketing
Manager
Content Team
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Growth MarketerEvents & PR
Manager
Content Marketing ManagerVisual DesignerProduct Marketing
Manager
Product Marketing Team
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KPIs (Monthly)
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Content TeamPaid Traffic & CRO
TeamProduct Marketing Team
● Team Lead (CMM)● KPIs (SEO, Blog, etc)● Weekly Meetings
● Team Lead (LGM)● KPIs (Ads, CRO, etc)● Weekly Meetings
● Team Lead (PMM)● KPIs (Comms, etc)● Weekly Meetings
Inter-Departmental Teams
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Product Growth Market Expansion Branding
What’s next?
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Head of Content Head of Growth Head of Business Development
Product Marketing Manager
Visual Designer Events & PR Manager
Localization Manager Content Jr Social Media Manager
Growth Marketer Growth Marketer
Graphic Designer
Business Developer
Business Developer Business Developer
Defining Growth
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Branding
Lead Generation
Product Growth
Product Marketing
Design your team
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1. Map out an ideal team with only current people
2. Define the 3 main missing skills
3. Map out your next-level team
“Extreme Ownership. Leaders must own
everything in their world. There is no one else to blame.”
Jocko Willink, Ex-Navy Seal & Author
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Design an experiment
1. Choose 1 metric you want to improve
2. Write down 3 ideas for improving it
3. Prioritize your 3 ideas
(Urgency / Ease / Impact / Affordability / Scalability => X/5)
4. Detail the #1 idea
- Description
- Resources
- Timeframe
- Minimum Standard of Success
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