product meets growth - how product teams are key to driving sustainable growth
TRANSCRIPT
![Page 1: Product Meets Growth - How Product Teams Are Key To Driving Sustainable Growth](https://reader033.vdocuments.site/reader033/viewer/2022050613/58a6ce1b1a28abcc458b5ea9/html5/thumbnails/1.jpg)
Product Meets Growth How Product Teams Are Key To
Driving Sustainable Growth
Products that Count San Francisco 9/30/15
![Page 2: Product Meets Growth - How Product Teams Are Key To Driving Sustainable Growth](https://reader033.vdocuments.site/reader033/viewer/2022050613/58a6ce1b1a28abcc458b5ea9/html5/thumbnails/2.jpg)
Product
Growth is Cross Functional
External Channels
Promise
1st Experience
Ongoing Experience
Acquisition
Activation Revenue Retention Referral
biz dev/APIs Marketing
Growth Team
![Page 3: Product Meets Growth - How Product Teams Are Key To Driving Sustainable Growth](https://reader033.vdocuments.site/reader033/viewer/2022050613/58a6ce1b1a28abcc458b5ea9/html5/thumbnails/3.jpg)
About Me
• 1996 - 2007: Led marketing from launch to IPO
• 2008: Shifted focus to traction stage
• Now: Founder/CEO of GrowthHackers
![Page 4: Product Meets Growth - How Product Teams Are Key To Driving Sustainable Growth](https://reader033.vdocuments.site/reader033/viewer/2022050613/58a6ce1b1a28abcc458b5ea9/html5/thumbnails/4.jpg)
Lesson: Growth Has Stages and Gates
Scale Growth
Stacking the Odds
Product/Market Fit
![Page 5: Product Meets Growth - How Product Teams Are Key To Driving Sustainable Growth](https://reader033.vdocuments.site/reader033/viewer/2022050613/58a6ce1b1a28abcc458b5ea9/html5/thumbnails/5.jpg)
Product Market Fit
• Most important factor for driving growth
• Large addressable market considers your product a “must have”
• Ask users “How would you feel if you could no longer use this product?” – Very disappointed (40%+)
– Somewhat disappointed
– Not disappointed
– N/A – I already stopped using
![Page 6: Product Meets Growth - How Product Teams Are Key To Driving Sustainable Growth](https://reader033.vdocuments.site/reader033/viewer/2022050613/58a6ce1b1a28abcc458b5ea9/html5/thumbnails/6.jpg)
Stacking the Odds for Growth
Understand “must have” users • Who are they? • Why is it a must have (key benefit)? • How are they using product?
Optimize value delivery engine • Relevant, powerful promise • Onboarding to “must have experience”
![Page 7: Product Meets Growth - How Product Teams Are Key To Driving Sustainable Growth](https://reader033.vdocuments.site/reader033/viewer/2022050613/58a6ce1b1a28abcc458b5ea9/html5/thumbnails/7.jpg)
Scaling Growth
Scale Growth
Stacking the Odds
Product/Market Fit
![Page 8: Product Meets Growth - How Product Teams Are Key To Driving Sustainable Growth](https://reader033.vdocuments.site/reader033/viewer/2022050613/58a6ce1b1a28abcc458b5ea9/html5/thumbnails/8.jpg)
Testing Drives Growth
• Test across AARRR
• Test to discover (pings)
• Test to optimize (A vs B)
• Focus on velocity (quality hard to predict)
![Page 9: Product Meets Growth - How Product Teams Are Key To Driving Sustainable Growth](https://reader033.vdocuments.site/reader033/viewer/2022050613/58a6ce1b1a28abcc458b5ea9/html5/thumbnails/9.jpg)
2011 Twitter Accelerated Testing
![Page 10: Product Meets Growth - How Product Teams Are Key To Driving Sustainable Growth](https://reader033.vdocuments.site/reader033/viewer/2022050613/58a6ce1b1a28abcc458b5ea9/html5/thumbnails/10.jpg)
Many Tests – Access Testing History
• Record test results in knowledgebase
• Key lessons learned
• Details, hypothesis, before/after screenshots
• Include analytics reports
![Page 11: Product Meets Growth - How Product Teams Are Key To Driving Sustainable Growth](https://reader033.vdocuments.site/reader033/viewer/2022050613/58a6ce1b1a28abcc458b5ea9/html5/thumbnails/11.jpg)
High Tempo Team & Process
Team Process
![Page 12: Product Meets Growth - How Product Teams Are Key To Driving Sustainable Growth](https://reader033.vdocuments.site/reader033/viewer/2022050613/58a6ce1b1a28abcc458b5ea9/html5/thumbnails/12.jpg)
Team for High Tempo Testing
Team Process
![Page 13: Product Meets Growth - How Product Teams Are Key To Driving Sustainable Growth](https://reader033.vdocuments.site/reader033/viewer/2022050613/58a6ce1b1a28abcc458b5ea9/html5/thumbnails/13.jpg)
Product
Growth Team Drives Testing
External Channels
Promise
1st Experience
Ongoing Experience
Acquisition
Activation Revenue Retention Referral
biz dev/APIs Marketing
Growth Team
![Page 14: Product Meets Growth - How Product Teams Are Key To Driving Sustainable Growth](https://reader033.vdocuments.site/reader033/viewer/2022050613/58a6ce1b1a28abcc458b5ea9/html5/thumbnails/14.jpg)
Building the Growth Team
• Start with Growth Master (PM Growth)
• Add dedicated people to core as needed to hit tempo goals
• Contract temp specialists to explore channels (FTE proven)
![Page 15: Product Meets Growth - How Product Teams Are Key To Driving Sustainable Growth](https://reader033.vdocuments.site/reader033/viewer/2022050613/58a6ce1b1a28abcc458b5ea9/html5/thumbnails/15.jpg)
Growth Team Executes a Process
Team Process
![Page 16: Product Meets Growth - How Product Teams Are Key To Driving Sustainable Growth](https://reader033.vdocuments.site/reader033/viewer/2022050613/58a6ce1b1a28abcc458b5ea9/html5/thumbnails/16.jpg)
High Tempo Testing Growth Process
Unbridled Ideation
Prioritize backlog
Launch Tests
Capture learning
![Page 17: Product Meets Growth - How Product Teams Are Key To Driving Sustainable Growth](https://reader033.vdocuments.site/reader033/viewer/2022050613/58a6ce1b1a28abcc458b5ea9/html5/thumbnails/17.jpg)
Unbridled Ideation
Unbridled Ideation
Prioritize backlog
Launch Tests
Capture learning
![Page 18: Product Meets Growth - How Product Teams Are Key To Driving Sustainable Growth](https://reader033.vdocuments.site/reader033/viewer/2022050613/58a6ce1b1a28abcc458b5ea9/html5/thumbnails/18.jpg)
Inputs for Growth Testing Ideas
External Insights Connect with Experts
and Content
Internal Insights Customer centric
inputs, quantify impact
Ideas Tests Results
Growth Team Testing Workflow
![Page 19: Product Meets Growth - How Product Teams Are Key To Driving Sustainable Growth](https://reader033.vdocuments.site/reader033/viewer/2022050613/58a6ce1b1a28abcc458b5ea9/html5/thumbnails/19.jpg)
Unbridled Ideation
• Invite participation from whole company
• Ideas across vectors Acquisition Referral Activation Revenue Retention Resurrection
![Page 20: Product Meets Growth - How Product Teams Are Key To Driving Sustainable Growth](https://reader033.vdocuments.site/reader033/viewer/2022050613/58a6ce1b1a28abcc458b5ea9/html5/thumbnails/20.jpg)
Build Large Idea Backlog
• My team has 450+ ideas in backlog
![Page 21: Product Meets Growth - How Product Teams Are Key To Driving Sustainable Growth](https://reader033.vdocuments.site/reader033/viewer/2022050613/58a6ce1b1a28abcc458b5ea9/html5/thumbnails/21.jpg)
Formalize ideas in Experiment Doc
• Include research, hypothesis, target lever
ICE Score 1 - 10
I - Impact
C - Confidence
E - Ease
![Page 22: Product Meets Growth - How Product Teams Are Key To Driving Sustainable Growth](https://reader033.vdocuments.site/reader033/viewer/2022050613/58a6ce1b1a28abcc458b5ea9/html5/thumbnails/22.jpg)
Prioritize Backlog
Unbridled Ideation
Prioritize backlog
Launch Tests
Capture learning
![Page 23: Product Meets Growth - How Product Teams Are Key To Driving Sustainable Growth](https://reader033.vdocuments.site/reader033/viewer/2022050613/58a6ce1b1a28abcc458b5ea9/html5/thumbnails/23.jpg)
Weekly Nominations from Team
• Use ICE to nominate (high impact, high confidence, easy to test)
![Page 24: Product Meets Growth - How Product Teams Are Key To Driving Sustainable Growth](https://reader033.vdocuments.site/reader033/viewer/2022050613/58a6ce1b1a28abcc458b5ea9/html5/thumbnails/24.jpg)
Launch Tests
Unbridled Ideation
Prioritize backlog
Launch Tests
Capture learning
![Page 25: Product Meets Growth - How Product Teams Are Key To Driving Sustainable Growth](https://reader033.vdocuments.site/reader033/viewer/2022050613/58a6ce1b1a28abcc458b5ea9/html5/thumbnails/25.jpg)
Choosing Right Tests to Launch
• Go through nominated ideas as a team
• 30 second pitch for each idea (ensure crisp delivery – connect after if not prepared enough)
• Discuss and shortlist tests (if can’t quickly agree as group, growth master will choose)
![Page 26: Product Meets Growth - How Product Teams Are Key To Driving Sustainable Growth](https://reader033.vdocuments.site/reader033/viewer/2022050613/58a6ce1b1a28abcc458b5ea9/html5/thumbnails/26.jpg)
Manage Testing Queue
• Assign each test to a project manager
• Communicate test releases
![Page 27: Product Meets Growth - How Product Teams Are Key To Driving Sustainable Growth](https://reader033.vdocuments.site/reader033/viewer/2022050613/58a6ce1b1a28abcc458b5ea9/html5/thumbnails/27.jpg)
Capture Learning
Unbridled Ideation
Prioritize backlog
Launch tests
Capture learning
![Page 28: Product Meets Growth - How Product Teams Are Key To Driving Sustainable Growth](https://reader033.vdocuments.site/reader033/viewer/2022050613/58a6ce1b1a28abcc458b5ea9/html5/thumbnails/28.jpg)
Capture/Share Learning Details
• Every test leads to learning • Ensure transparent sharing/access
![Page 29: Product Meets Growth - How Product Teams Are Key To Driving Sustainable Growth](https://reader033.vdocuments.site/reader033/viewer/2022050613/58a6ce1b1a28abcc458b5ea9/html5/thumbnails/29.jpg)
Weekly Growth Meeting Agenda*
15 min: KPI review & update focus area
10 min: Review last week’s testing sprint
15 min: Key lessons learned from analyzed tests
15 min: Select tests for this week’s sprint
5 min: Check growth of idea backlog
* GH weekly growth meeting includes CEO, CTO, VP Product, Head of Growth, Head of Design, Growth Engineer, and Analyst
![Page 30: Product Meets Growth - How Product Teams Are Key To Driving Sustainable Growth](https://reader033.vdocuments.site/reader033/viewer/2022050613/58a6ce1b1a28abcc458b5ea9/html5/thumbnails/30.jpg)
Example Test – Related Posts
• Add related posts to article summary
• Hypothesis: More time on site
• Result: Hypothesis validated
…Article text…
![Page 31: Product Meets Growth - How Product Teams Are Key To Driving Sustainable Growth](https://reader033.vdocuments.site/reader033/viewer/2022050613/58a6ce1b1a28abcc458b5ea9/html5/thumbnails/31.jpg)
Another Example - oEmbed
• Data: Embeds = longer sessions
• Hypothesis: Same action = more embeds
• Result: 41% increase in embedded media
Slides
Videos
![Page 32: Product Meets Growth - How Product Teams Are Key To Driving Sustainable Growth](https://reader033.vdocuments.site/reader033/viewer/2022050613/58a6ce1b1a28abcc458b5ea9/html5/thumbnails/32.jpg)
2015 GH Accelerated Testing
GH accelerated testing to 3+ per week after growth plateaued
![Page 33: Product Meets Growth - How Product Teams Are Key To Driving Sustainable Growth](https://reader033.vdocuments.site/reader033/viewer/2022050613/58a6ce1b1a28abcc458b5ea9/html5/thumbnails/33.jpg)
Example from Dropbox
Revenue test
Referral test
Retention/Revenue
test
![Page 34: Product Meets Growth - How Product Teams Are Key To Driving Sustainable Growth](https://reader033.vdocuments.site/reader033/viewer/2022050613/58a6ce1b1a28abcc458b5ea9/html5/thumbnails/34.jpg)
Example: Sharing Landing Page
![Page 35: Product Meets Growth - How Product Teams Are Key To Driving Sustainable Growth](https://reader033.vdocuments.site/reader033/viewer/2022050613/58a6ce1b1a28abcc458b5ea9/html5/thumbnails/35.jpg)
Team + Process = Silver Bullet
Unbridled ideation
Prioritize backlog
Launch tests
Capture learning
![Page 36: Product Meets Growth - How Product Teams Are Key To Driving Sustainable Growth](https://reader033.vdocuments.site/reader033/viewer/2022050613/58a6ce1b1a28abcc458b5ea9/html5/thumbnails/36.jpg)
Join Canvas private beta at Canvas.GrowthHackers.com
1) Team Ideation 2) Prioritize Testing 3) Capture Learning
Purpose-Built Agile Marketing System: