@SeanEllis The Growth Team Building the Ultimate Full Company Growth Team Sean Ellis Founder & CEO GrowthHackers November 3, 2015

@SeanEllis Scaling Growth is Function of Process and Team Team Process

@SeanEllis But Many Products Not Yet Growth Worthy

@SeanEllis Sustainable Growth Requires “Must Have” Product “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

@SeanEllis Measure Growth with a North Star Metric Reflects value delivered to your prospects/customers Provides lens for measuring real growth and evaluating tests Examples: Airbnb nights booked, Facebook MAU (monthly active users) Captures several metrics (i.e. retention reflected in MRR and MAU)

@SeanEllis Everyone Impacts Growth Marketing & PR External Channels Promise 1 st Experience Ongoing Experience Sales & BD A cquisition A ctivation R evenue R etention R eferral Support & Account Mgmt Product & Dev

@SeanEllis Core Growth Team Drives Testing Marketing & PR External Channels Promise 1 st Experience Ongoing Experience Sales & BD A cquisition A ctivation R evenue R etention R eferral Support & Account Mgmt Product & Dev Core Growth Team Core Growth Team

@SeanEllis Building Core Growth Team Start with a dedicated PM Growth Rest of core growth team can initially be ad hoc Add other dedicated people as needed to hit temp goals Example roles: growth engineering, designers, analysts, VP Prod, CEO

@SeanEllis Testing Drives Growth Day 1 – No certainty how you will grow More Testing = More Discovery Rapid testing across all vectors AcquisitionReferral ActivationRevenue RetentionResurrection

@SeanEllis Example: Twitter Accelerated Testing 2011

@SeanEllis Growth Team Needs an Effective Process Unbridled Ideation Prioritize backlog Launch Tests Capture learning

@SeanEllis Unbridled Ideation Prioritize backlog Launch Tests Capture learning

@SeanEllis Grow a Large Backlog of Ideas

@SeanEllis Idea Inputs from External and Internal Experts External Experts Internal Experts Ideas Tests Results Core Growth Team Drives Process

@SeanEllis Prioritize Backlog Unbridled Ideation Prioritize backlog Launch Tests Capture learning

@SeanEllis Formalize Ideas in an Experiment Document Keep general contributor ideas simple (no ICE)

@SeanEllis Compare Ideas by ICE Score

@SeanEllis Launch Tests Unbridled Ideation Prioritize backlog Launch Tests Capture learning

@SeanEllis Weekly Growth Sprint Meeting Agenda 15 min: KPI review (how/why is north star metric trending?) 10 min: Review last week’s testing sprint (any issues?) 15 min: Key lessons learned from analyzed tests 15 min: Select tests for this week’s sprint 5 min: Check growth of idea backlog

@SeanEllis Choosing Right Tests to Launch Core growth team each nominate 2-3 tests Members pitch their nominated idea (30 seconds) Discuss, shortlist and choose tests

@SeanEllis Capture Learning Unbridled Ideation Prioritize backlog Launch tests Capture learning

@SeanEllis Capture Learning in Knowledge Base Every test leads to learning Organize learning for easy access

@SeanEllis Share Learning with Team and Participating Experts External Experts Internal Experts Ideas Tests Results Core Growth Team Drives Process

@SeanEllis Recap Goal: Sustainable growth of North Star Metric Engage full internal team for insights and ideas Include external experts for unique channel insights Test at high tempo, capture/share learning

@SeanEllis Thank You!