Growth hacking is something that's been defined and re-defined over the years to the point that most of the tactics have become fairly weak. Suneet Bhatt, Help Scout's Chief Growth Officer, in his presentation at Price Intelligently's SaaSFest 2016 walks through how to properly model, evaluate, and understand growth, particularly when it comes to stepping on the gas and accelerating metrics across the board.

1. Growth Hacking for 2017
Fracking
Suneet Bhatt
Co-Founder, Anaiya and Jaan
Chief Growth Officer, Help Scout

2. Five Things to Think About
(before you can take all that other Growth advice)
Suneet Bhatt
Co-Founder, Anaiya and Jaan
Chief Growth Officer, Help Scout

8. “mama-say-mama-sa-mama-coosa” advice

9. too high to get over
too low to get under

12. Thing 1: Practical Growth
(aka Keeping it Real)

15. =

16. =

17. $
=

18. $
=

20. =

21. ==

22. ===

23. ====

24. ====

25. Thing 2: Customer Experience
(aka Many Eggs, Many Baskets)

31. Thing 3: 99 Metrics, 100% Clarity
(aka Shania Twain it Up)

32. 99

33. 99
Luft Balloons?

34. 99
Problems?

35. 99
Wayne Gretzky?

36. 99Growth Metrics

37. Total Unique Visitors
New Unique Visitors
Total Subscribers
New Subscribers
Inbound Leads
Marketing Site Visitors
Free Plan Signups
Trial Signups (Overall/Plus / Standard)
Sales Pipeline > 50%
Evaluator to Trial Signup % (Overall/Plus/Standard)
Evaluator to Free Signup %
Free to Paid Conversions
Free to Paid Conversion %
Trial to Paid Conversions
Trial to Paid Conversion %
Beginning of Month MRR
New MRR (Plus/Standard/Free)
New MRR (Direct/Customer Dev Total/Inbound/Outbound/% Engaged)
Expansion Revenue (Total/Plus/Standard/Free)
Compression Revenue (Total/Plus/Standard/Free)
Inactive Revenue (Plus)
Inactive Users (Plus)
Revenue Churn (Downgrades to Free/Plus/Standard)
Revenue Churn (Cancelled/Plus/Standard/Free)
Total Unique Visitors
New Unique Visitors
Total Subscribers
New Subscribers
Inbound Leads
Marketing Site Visitors
Free Plan Signups
Trial Signups (Overall/Plus / Standard)
Sales Pipeline > 50%
Evaluator to Trial Signup % (Overall/Plus/Standard)
Evaluator to Free Signup %
Free to Paid Conversions & %
Trial to Paid Conversions & %
Beginning of Month MRR
New MRR (Plus/Standard/Free)
New MRR (Direct/Customer Dev Total/Inbound/Outbound/% Engaged)
Expansion Revenue (Total/Plus/Standard/Free)
Compression Revenue (Total/Plus/Standard/Free)
Inactive Revenue (Plus)
Inactive Users (Plus)
Revenue Churn (Downgrades to Free/Plus/Standard)
Revenue Churn (Cancelled/Plus/Standard/Free)
Churn % of MRR
Net MRR Churn
Delinquent Payments/Credits/Refunds/Promos
New New MRR
MRR End of Month
New Prepaid Revenue
Prepaid Revenue Applied Outstanding
Total Prepaid Revenue
New Prepay Applied
Prepay Applied
Total MRR/Cash/Growth/Budget/Traction Against Budget
Active Customers (Paid & Free)
Paying Customers
New Paying Customers (Plus/Standard/Free)
Company Churn (Cancelled & Downgrade: Free/Standard/Plus
Churn %
Growth
New Free Customers
New Paying Customer ARPC/Existing Customer ARPC
Marketing Spend
Growth Salaries
Cost Per Trial/Acquisition
Cash Beginning of Month
Financing
Net Income/Loss
Cash Balance and Burn

38. 94
5Core Metrics
Diagnostic or Context

39. Wi-Fi(ve)?

41. Brief Fade Away from Black

44. Tightening our Legs in a More Balanced Way
Uniques Evaluators Trialers Engagers Customers

45. Tightening our Legs in a More Balanced Way
Uniques Evaluators Trialers Engagers Customers
Felt Coasters

46. Fade Back to Black

47. 94
5Core Metrics
Diagnostic or Context

48. -75% Marketing Spend
-20% Staff
+33% Unique Visitors
+30% Marketing Site Visitors
+50% Trials
+25% M-o-M Growth
+40% Churn Reduction

49. 100%
Clarity
Ownership
Accountability…

50. 100%
Clarity
Ownership
Accountability…and credit.

51. To be honest? I’m a liar.

52. Quantity
uality

53. Thing 4: Guiding Principles
(aka Luda, MJ, and Fukuyama)

55. Point of Conversion

56. (Moon)walk it back

57. Next

58. :

59. I got woes,
In different ratios,,,

60. And then

61. Mr. GROWBOT

62. whereuat?

63. Thing 5: Moment of Truth
(aka Dickens meet Silverstein)

65. It was the best of times,
It was the worst of times,
It was the age of wisdom,
It was the age of foolishness,
It was the epoch of incredulity,
It was the season of light
It was the season of darkness,
It was the spring of hope,
it was the winter of dispair.

66. Build
Commercialize

68. =

69. In Summary…

70. 1) Keep it Real
2) Place Many Eggs in Many Baskets
3) Shania Twain it Up
4) Remember Ludacris, MJ, Fukuyama, and Mr Robot
5) Read Dickens and Silverstein, Don’t Live Them

71. One Last Thing…

72. “Any woman can be a
mother, but it takes a
special one to be
married to your father.”
- Me (to my kids)