An in-depth look at the tools (both 3rd party and internal) various growth teams are using across the stack of acquistion, retention, and analytics.

1. Greylock Partners
Growth Tools Survey Results
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Chris McCann
Community @ Greylock Partners

2. Survey Background
• 30 participants
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• 40% B2B | 83% B2C*
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• Growth Team Sizes:
13% 1 growth team member
37% 2-5 | 13% 5-10
30% 10-25 | 3% 25-50
3% 50+
*companies can list as both B2B and B2C

3. Multiple Groups
Product
Marketing
Own Divison
Reporting Structure
• 37% of the growth teams are
own division.
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• 30% felt growth should report
somewhere other than where it
is today. “Own division” most
common.
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• Only 1/6 of companies with
>100M users, growth is own
division.

4. Acquisition Stack
Channel
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SEM
Attribution
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SEO
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Virality
Referral
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80%
In-House
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5. Acquisition Notes
• Under appreciated channels - Outdoor, YouTube, Kik/Social
messaging apps, Affiliates, List-Buys, incentivized traffic + retargeting.
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• Tools to look into - Branch.io, Yozio,
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• Tools all in disparate places - no single platform, many all mobile or
web specific.

6. Retention Stack
CRM
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27%
In-house
Emails
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Push
Notifications
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70%
In-House
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Other
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7. Retention Notes
• Retention stack is largely built in house - Keep user data safe and
clean.
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• Retention is more company specific - Harder to productitize this
portion of the stack.

8. Analytics Stack
Analytics
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User Testing
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A/B Test
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39%
In-House
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Dashboard
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42%
In-House
Other
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9. Analytics Notes
• Analytics and User Testing - 90% using 3rd party.
• A/B Testing and Dashboard - 40% and 47% internally built
respectively.
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• Looker - Looks promising, many teams starting to try and adopt them
for both analytics and dashboards.

10. Miscellaneous
• Re-targeting - Adroll (13%) and Perfect Audience (13%)
• International tools - Largely translation services, OneSky and Smartling
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• Size - Larger the user base the more internal tools are used for the full
stack.

11. Biggest frustrations with Growth process
• The need for internal alignment to roll out tools, code/implementation
and then collect data across. Control over full stack.
• Many apps are not integrated across each other. Zapier/segment.io
• *Lack of good cohort tools - GA
• iOS/Mobile - not being able to iterate quickly. Lack of control/
transparency on app store pages.
• Current metrics don’t predict the future. Optimizations don't scale
linearly and it is hard to see when the improvement stops contributing to
the bottom line.

12. Greylock Partners
Growth Tools Survey Results
!
Chris McCann
Community @ Greylock Partners