The first step is to define your growth goal and align it with your business vision and objectives. Your growth goal should be specific, measurable, achievable, relevant, and time-bound (SMART). For example, you might want to increase your monthly active users by 20% in the next quarter. This goal should guide your team's decisions and actions, and help you track your progress and results.
I want to define the SMA part, which is very important Specificity: Clearly define what growth means for your organization. This could be increasing revenue, user base, market share, etc. Measurability: Ensure that the goals are quantifiable. Use metrics like conversion rates, customer lifetime value, or acquisition costs. Alignment: Align growth goals with overall business objectives. Ensure every team member understands how their role contributes to these goals.
As your company evolves, so will your growth goal. In many situations, this main goal will also contain several sub-goals. Sometimes, some of these sub-goals will even be contradictory (e.g.: Reaching a certain revenue milestone while also not exceeding a specific Cost per Acquisition). Therefore, your growth team needs to have a flexible and adaptive mindset. As goals change from quarter to quarter, and become more and more complex, the team needs to be ready to take them on and find solutions... while also pushing back against unrealistic or unsustainable goals with realistic counterproposals. Therefore, it's important that members of a growth team aren't just hired for having excellent skills, but also have suitable personalities.
When i am building a team, I would like to be sure on the ‘why’ am I doing it. Without a clearly defined goal, it would be next to impossible to build a team with the right set of people. Imagine a team that’s tasked with growth, with someone with an administrative background and none from data analytics. With a proper goal, not only will we build a team that’s productive but also one without much flab.
Além da KPI, é necessário deixar bem claro quais métricas terão que mudar para que a KPI mude. Muitas vezes a meta é definida muito longe do dia-a-dia, e desmotiva o time. Vender é composto por diversas ações que devem ser repetidamente melhoradas... O problema geralmente está em etapas pequenas, tanto em volume quanto em qualidade. Como exemplo, a prospecção... você está fazendo da forma correta e no volume necessário?
It's crucial to establish clear, measurable goals that align with the overall business strategy. These objectives will guide the team's efforts and help members stay focused on what's important. All team members should understand how their contributions fit into the larger picture. This alignment ensures that efforts are not siloed but instead contribute to the overarching growth targets.
Managing a cross-functional growth team requires a delicate balance of strategic alignment, effective communication, and a culture that fosters innovation and collaboration. Building such a team is not only about combining different skill sets but also about nurturing an environment where each member's expertise is valued and contributes to the overarching goal of sustained growth.
"If you can't measure it, you can't improve/grow it" As a start you need to define what to grow (specific & measurable), by how much to grow (achievable aspiration), in what time frame to achieve (time-bound). Measurability and specificity are the most critical two aspects I must say. Especially if you can achieve a real time / or near real time (e.g., hourly updated) trackability for the metric you would like to grow; then you can unlock the gamification around it. Honestly after that point, each and every member of the company can and will become growth hackers.
Setting a clear growth goal is the compass for your team. Start by aligning with your overall business objectives. Are you aiming for user acquisition, revenue increase, or market expansion? Define specific, measurable targets. For instance, "Increase monthly active users by 20% in the next quarter." This sharp focus guides your team's efforts, ensuring everyone moves in the same direction with a shared purpose.
Making sure your growth goal is achievable is crucial to keep the team motivated. If the targets are too ambitious, team members might feel hopeless and lose motivation. Setting challenging yet realistic goals creates a sense of accomplishment, boosting morale and maintaining enthusiasm within the team. Striking this balance is essential for team dedication and the overall success of your growth strategy.
To build and manage a cross-functional growth team, you bring together people from different departments, like marketing, sales, and product development. Each person brings their unique skills and knowledge to the table. You set clear goals and make sure everyone understands their role. Communication is key, so team members share ideas and updates regularly. By working together, the team can tackle challenges and find creative solutions to drive the company's growth.
The next step is to hire the right people for your growth team. You need a mix of skills and backgrounds that can cover the different aspects of growth hacking, such as marketing, product, engineering, design, analytics, and user research. You also need people who are curious, creative, adaptable, and data-driven. Look for candidates who have proven experience in growth hacking, or who are willing to learn and experiment.
Having the best strategy and plans with different framework is not the ultimate criteria in managing cross-functional growth team. Ensure you hire based on merit and ability to deliver. What is essentially needed to be done by specific individuals with specific skill set that can do them should be prioritized. Let the right peg fit the right hole.
Think "DGT" Diverse Skill Sets: Look for individuals with a range of skills - marketing, sales, product development, data analysis, etc. Growth Mindset: Prioritize candidates who demonstrate adaptability, creativity, and a passion for learning and experimentation. Team Fit: Consider how new hires will fit into the team's culture and work dynamics.
Empowered individuals with a growth mindset is critical to achieve any task I would say. Growth hacking requires thinking differently and challenging the status quo (at a small or large scale), so a "doer" minded individual no matter how high quality output she has is destined to fail. You will need "self-starter"https://accionvegana.org/accio/0ITbvNmLulGZltmbpxmL3d3d6MHc0/"entrepreneurial" individuals that does not wait for being asked or challenged to try doing things differently.
You don't build a house with only electricians so why would you build a team that only has expertise in one area. Build a multi-talented team to leverage their experience in different areas. Increased performance can come from many different areas such as; - Better Creative - Better Landing Pages - Better Explained Value Proposition - Better Ad performance Having talented people in all of those roles will help you achieve growth faster. Success in most things come from a lot of little things being done a little bit better than your competition.
Além de contratar as pessoas certas, entendo que, para que um time multifuncional seja de alto impacto, elas devem conhecer os processos das outras pessoas/times. Por exemplo, um gestor de tráfego, deve entender de copy, estrutura mínima do site, e tudo que impacta no resultado dele. Quase um job rotation... sempre desenvolvo os times dessa forma, com mão na massa.
Three things to consider while building your growth team: 1) Hire people with diverse skills and mindsets, as growth hacking thrives on creativity and unconventional strategies. 2) Look for individuals who are not only comfortable with numbers but also curious and persistent in seeking insights from data. 3) Look for people who are naturally curious, enjoy experimentation, and have a proven track record of learning and adapting quickly.
Consider these three things while hiring the right people for your growth hacking efforts: 1) Look for people who have a combination of marketing, analytics, and technical skills. 2) Look for people who bring creativity and unconventional problem-solving. This is important for creating solutions that drive significant growth. 3) Hire adaptable and quick-learning individuals to ensure your strategies remain relevant and agile.
Building a growth team? You need a mix of skills: marketing, product, engineering, design, analytics, and user research. Look for curious, creative, adaptable, and data-driven folks. Hire those with proven growth hacking experience or those eager to learn and experiment. Your team should be diverse in skills but unified in the goal of driving growth. For example, in a past project, we brought in a designer and an engineer who collaborated to optimize our product’s user experience, resulting in a 25% increase in user retention.
The third step is to organize your team structure and roles. There are different ways to do this, depending on your company size, culture, and resources. One common approach is to have a dedicated growth team that works closely with other teams, such as product, marketing, and sales. Another approach is to have a growth leader who coordinates the efforts of cross-functional teams or squads. The key is to ensure that your team has clear responsibilities, expectations, and communication channels.
Do not allow silos to form in your organization. Forming cross functional teams consisting of individuals that do report to different managers/CxOs etc will create a real collaborative environment. Next critical thing is to give a common goal/dream to these empowered individuals, that can be measurable (S.M.A.R.T) at almost real time so they can immediately see the impact their decisions/actions had on the metric they are aiming to improve. Empowerment is a must at two levels: 1. the individuals mindset, i.e., self-starter not a doer 2. the managers' mindset: even junior team members should feel free to take important decisions without asking her/his manager - this will require a servant leader of course
The 3 Cs Cross-Functional Integration: Structure the team so that members from different backgrounds (marketing, product, engineering, etc.) work closely together. Clear Roles and Responsibilities: Define clear roles but maintain flexibility. Encourage team members to wear multiple hats. Communication Channels: Establish effective communication channels to facilitate collaboration and information sharing.
Your team structure helps members understand their roles. But it also assists you with task delegation. You can let sub-teams know ahead of time the kinds of tasks that you will send their way.
- Centralized vs. Decentralized: Decide whether the team will operate in a centralized manner, working as an independent unit, or in a decentralized manner, where team members are embedded within different functional departments. - Pods or Squads: Consider organizing the team into smaller groups or pods focused on specific growth initiatives. - Empowerment: Empower team members with the authority to make decisions and take action within their areas of expertise. This fosters a sense of ownership and can accelerate the pace of experimentation and learning. - Resources and Tools: Provide the team with the tools and resources they need to execute their strategies effectively.
For growth, a cross-functional or hybrid team model works best. When growth becomes a part of the marketing function, it has its limitations. As a cross-functional team, growth can be driven by combining efforts of marketing, product and engineering together.
A basic structure for a Growth Squad should be composed of the following roles and/or functions: Growth Product Manager (Growth PM) Growth Marketer (distinct approach from traditional marketing) Developer Data Analyst UI/UX Designer
Like any other team, it’s important to have a proper structure in a cross functional team. In fact, it’s more important with them. Because people come from different functions with different ways of thinking and working, it becomes more important to structure. The roles, responsibilities and results expected from every team member has to be properly designed and communicated. It is also important to clearly design the hierarchy since many of these teams will have a lot of matrix reportings too.
Gosto sempre de ter o "dono" do processo, mas sempre dando liberdade para o resto do time compartilhar e "dar pitaco", bem embasados, obviamente... Uma campanha de tráfego pago, pode ter resultado 0, se o site estiver ruim. Na minha visão, o gestor de tráfego deve analisar tudo que impacta no resultado do seu trabalho e assim, melhorar o resultado de todos.
I believe we have #2 Hire the Right People and #3 Organize Team structure in the wrong order. I may go so far as to say #2 should move down to second last in the order. I am a firm believer you set your goals, design your organization, establish the high level process THEN and only THEN staff the team. If not you end up designing around peoples needs and skills vs what the organization needs. When building growth engines, the longer you can keep the sales, marketing, customer success functions together the more agility you will have to your success.
The fourth step is to establish your growth process and framework. This is how your team will generate, prioritize, test, and evaluate ideas for growth. A popular framework is the growth hacking funnel, which consists of five stages: awareness, acquisition, activation, retention, and referral. For each stage, your team should identify the key metrics, hypotheses, experiments, and learnings. You should also use tools and platforms that can help you automate, measure, and optimize your growth experiments.
Experimentation Framework: Implement a process for hypothesizing, testing, and analyzing growth strategies. Data-Driven Decisions: Use data to drive decisions. Regularly review metrics and KPIs to guide your strategy. Agile Methodology: Adopt an agile approach, allowing for rapid iteration and responsiveness to change.
Know the process and the stages, and then use a framework for each stage. What I use: 1. RESEARCH Phase: 10K questionnaires, Goals, North Star Metrics, and OMTMs channel and team-wise 2. IDEATION Phase: 3C & 3P framework for new ideas, ICE / SPICE scores for prioritizing 3. EXECUTION Phase: A3R3 Funnel, Lean, and Agile execution in sprints 4. Measure & Scale!
O primeiro passo para definir um processo de growth é garantir que o todo o time é data-driven. Mesmo nas pequenas ações, o mindset precisa ser: hipótese → teste → análise →modifica ou continua. Com isso estabelecido, garanta que você tem um funil bem estruturado e use ferramentas que podem auxiliar na organização dos experimentos. Para colocar tudo pra rodar eu gosto também de usar ritos de metodologias ágeis para que todos estejam a par de tudo e trabalham em conjunto para o atingimento dos objetivos.
For growth teams I have been apart of and ran in the past the RICE (Reach, Impact, Confidence, Effort) framework was an indispensable part of our process. It truly simplifies the difficult part of knowing where to begin, and forces everyone to think objectively about the team's core focus and priorities.
Develop a systematic approach to growth by adopting agile methodologies. Embrace rapid iterations and A/B testing to quickly identify what works. Regularly review data and insights, adjusting strategies accordingly. Encourage experimentation but ensure that failures are seen as valuable learning experiences. This iterative process allows your team to adapt swiftly to changes in the market, optimizing for continuous improvement.
To establish a growth process, adopt the growth hacking funnel: Awareness, Acquisition, Activation, Retention, Referral. Define key metrics and hypotheses for each stage, then prioritize and test experiments based on potential impact and resource requirements. Use tools like Google Analytics and Optimizely for testing and automation. Analyze outcomes, learn from each experiment, and iterate. This systematic approach ensures continuous learning and optimization, driving sustainable growth.
Imagine the growth hacking funnel as your canvas, stretching across five critical stages: awareness, acquisition, activation, retention, and referral. Each stage represents a unique opportunity to engage, captivate, and delight your audience, driving not just transactions but lasting relationships. Within this framework, your team embarks on a quest to identify key metrics that serve as beacons of progress, formulate hypotheses that challenge the status quo, design experiments that push the boundaries of innovation, and derive learnings that fuel further growth.
Establishing your growth process is akin to charting a course through the vast and often tumultuous ocean of the market. This step is the creation of a compass and map for your growth journey, outlining a clear, structured path that navigates through the critical milestones of awareness, acquisition, activation, retention, and referral. It's about equipping your team with a proven framework that transforms the chaos of the unknown into a series of strategic, manageable steps, each designed to propel your business forward.
Common KPIs you can follow : Awareness: website traffic Monitor the number of unique visitors to your website. Use tools like Google Analytics to track traffic sources (organic, paid, social, referral) and identify which channels are driving the most awareness. Acquisition: conversion rate Track the percentage of visitors who take a desired action, such as signing up for a newsletter or creating an account. Activation: User onboarding completion Measure the percentage of users who complete the onboarding process or achieve a key activation milestone (completing a free training for example)
The final step is to foster your growth culture and mindset. This is the attitude and behavior that your team should adopt to succeed in growth hacking. A growth culture is based on values such as curiosity, creativity, collaboration, experimentation, data, and feedback. You should encourage your team to learn from each other, from your users, and from your competitors. You should also celebrate your wins and failures, and reward your team for their efforts and results.
Encourage Creativity: Create an environment where new ideas are welcomed and tested. Continuous Learning: Promote ongoing learning and development. Encourage team members to stay updated with industry trends and skills. Fail Fast, Learn Faster: Cultivate a culture where failure is seen as a learning opportunity.
The best way to foster the growth culture is by emphasising the importance of learning from both successes and setbacks, where the team feels comfortable taking risks and celebrating milestones while continuously striving for improvement.
Quando tenho time que entende o processo como um todo e, minimamente, o que impacta no resultado do seu trabalho, a cultura de crescimento cresce com todos alinhados... Não adianta ter um super jogador em um time com apenas um profissional...
Shield your team from monolithic thinking. Encourage risk-taking, creativity, and experimentation. Growth happens when bold ideas aren’t crushed by rigid, traditional mindsets.
In practise, cultivating a growth culture is more difficult. As a C-level executive, you must ensure that every mistake is viewed as part of the learning process. Begin small, reduce your company's hierarchy, and educate your team on developing a growth mindset. Every small step, right or wrong, is preferable to taking no steps at all towards the goal.
When forming a cross-functional team comprised of individuals already employed within a company, it's important to anticipate everyone's ability and comfort level regarding critiquing existing products or services—an essential aspect for crafting hypotheses for growth experiments. For many individuals, this skill doesn't come naturally, particularly if they come from a background or culture that doesn't encourage outward criticism. One effective approach to breaking down such barriers is to initiate discussions about competitors' experiences. It's often less challenging to discuss the pros and cons of others' approaches before critiquing your own company's product.
Fostering a growth culture in your team is important. Consider these 3 things: 1) Promote an environment where ongoing learning and development are valued. 2) Establish a system that recognizes and rewards creativity and risk-taking. 3) Cultivate an atmosphere of open communication where feedback is actively sought, given, and received constructively.
Building and managing a cross-functional growth team is foundational, but at Codax, we've learned that fostering a growth-oriented culture is equally vital. It's about instilling a mindset that permeates every facet of our work, not just within the growth team itself. We've achieved this by encouraging a spirit of relentless curiosity and creativity across our entire organization. Our teams, whether in digital marketing, AI, or growth hacking, are empowered to challenge assumptions, experiment fearlessly, and learn from both successes and failures. This collaborative environment has been key in driving innovative
Create an environment where curiosity and innovation flourish. Celebrate both successes and failures, emphasizing the importance of learning from each. Encourage a data-driven mindset, where decisions are backed by insights. Promote a culture of collaboration and open communication, where team members feel comfortable sharing ideas. A growth culture is not just a set of values; it's a living, breathing aspect of your team that evolves with each challenge and triumph.
Resource Allocation: Ensure the team has the necessary resources - budget, tools, and time - to execute growth strategies effectively. Stakeholder Buy-In: Regularly communicate with key stakeholders to keep them informed and engaged with the team's progress. Scalability: Plan for scalability. As the business grows, the team and strategies should be able to scale accordingly. Customer-Centric Approach: Always keep the customer's needs and experiences at the forefront of growth strategies. Ethical Considerations: Ensure that growth tactics align with ethical standards and industry regulations.
In my opinion, to build an effective growth marketing team, you need an organic and content expert, a social media manager, a tracking specialist, a media/social/search ads manager, and a project manager to coordinate these roles. The head of growth can handle this coordination. This diverse team ensures comprehensive strategies and execution for maximum growth potential. Many companies do think that a single growth marketing manager can do everything, but it’s false, he will do the job, but not as if he/ she was with some experts to challenge the strategy.
In many organizations, teams often work in silos, unaware of each other’s efforts. This disconnect leads to a lack of product knowledge and insights, ultimately affecting growth. To build and manage a cross-functional growth team, ensure they work together and make data-driven decisions. In my experience, using signals and data helps in deciding the next steps, fostering collaboration and aligning team efforts towards common goals. This integrated approach drives better results and sustainable growth.
The creation of a growth team will also help to avoid falling into vanity metrics that only distract the company from the metrics it really needs to work on.
Stay flexible! Be ready to pivot and adapt as market conditions and business needs change. Regularly assess team performance and processes, and make adjustments to ensure sustained growth. Keep the momentum going! 🌟
Continuous Learning and Development: The digital landscape is constantly evolving, and so should your team. Encourage continuous learning and development. Balancing Speed and Quality: In the pursuit of rapid growth, it's crucial not to compromise on the quality of the product or service. This is often the case as you grow, don't forget about what brought you to where you are today.
Data, technology, and product significantly influence outcomes like acquisition, retention, and sales. At some point, a growth team focuses on refining these aspects to enhance results and foster ongoing progress.