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Sean Ellis
CEO / GrowthHackers
Building a Company-Wide
Growth Culture
SaaStr Annual 2016
Everyone Wants Explosive Growth
@SeanEllis @GrowthHackers
2
But Extreme Competition for Attention
$0
$20
$40
$60
$80
$100
$120
$140
$160
3.5x
US Online Ad

Spend per User
3
@SeanElli...
Channels in Constant Flux
4
James Currier
@SeanEllis @GrowthHackers
Solution: Company-Wide Growth Effort
5
Product
External
Channels
Promise
1st Experience
Ongoing Experience
Acquisition
Acti...
Growth Company Requirements
6
@SeanEllis @GrowthHackers
Broad
Participation
Weekly
Cadence
Transparent
Learning
7
@SeanEllis @GrowthHackers
Broad
Participation
Weekly
Cadence
Transparent
Learning
External Experts
Internal Experts
Ideas Tests Results
Core Growth Team Drives Process
Ideas from Full Team & External Expe...
Goal: Build a Large Backlog of Ideas
9
@SeanEllis @GrowthHackers
Formalize Ideas in Experiment Doc
• Include hypothesis, research, target lever
10
@SeanEllis @GrowthHackers
Keep general c...
Example: Growth Ideas from Dropbox
Revenue
test
Referral
test
Retention/
Revenue
test
11
@SeanEllis @GrowthHackers
12
@SeanEllis @GrowthHackers
Broad
Participation
Weekly
Cadence
Transparent
Learning
Growth Team Manages Cadence
• Start with growth master + ad hoc team
• Ad hoc team: designer, analyst, engineer, 

ideally...
Weekly Growth Meeting Agenda
• 15 Min: Growth metrics, issues and opportunities
• 10 min: Review last week’s testing sprin...
Goal: Test at High Tempo
• No certainty about how you will grow
• Rapid Testing across all vectors
• More testing = More d...
Example: Twitter Increased Tempo
16
@SeanEllis @GrowthHackers
Prioritize by ICE Score & Focus Area
17
@SeanEllis @GrowthHackers
Manage Testing
• Assign each test to a
project manager
• Anyone on growth team
can be a project mgr
• Run tests sufficient t...
Analyze Results
• Always ask why
• Systematize on learning
• Informs follow up tests
• Revisit past programs
19
@SeanEllis...
20
@SeanEllis @GrowthHackers
Broad
Participation
Weekly
Cadence
Transparent
Learning
Every Test Leads to Learning
• Share all results with team (not just wins)
• New ideas requires access to past learning
21...
Example: Past Learning Leads to a Win
22
@SeanEllis @GrowthHackers
Slides
Videos
• Learning: Embeds = longer sessions
• En...
Final Thought: Focus on Value Delivery
• Value delivery drives sustainable growth
• Help right users get value from your p...
24
@SeanEllis @GrowthHackers
Join GH Projects Private Beta
at Projects.GrowthHackers.com
Purpose-Built Growth Collaboratio...
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Building a Company-Wide Growth Culture: SaaStr Annual 2016 Slide 1 Building a Company-Wide Growth Culture: SaaStr Annual 2016 Slide 2 Building a Company-Wide Growth Culture: SaaStr Annual 2016 Slide 3 Building a Company-Wide Growth Culture: SaaStr Annual 2016 Slide 4 Building a Company-Wide Growth Culture: SaaStr Annual 2016 Slide 5 Building a Company-Wide Growth Culture: SaaStr Annual 2016 Slide 6 Building a Company-Wide Growth Culture: SaaStr Annual 2016 Slide 7 Building a Company-Wide Growth Culture: SaaStr Annual 2016 Slide 8 Building a Company-Wide Growth Culture: SaaStr Annual 2016 Slide 9 Building a Company-Wide Growth Culture: SaaStr Annual 2016 Slide 10 Building a Company-Wide Growth Culture: SaaStr Annual 2016 Slide 11 Building a Company-Wide Growth Culture: SaaStr Annual 2016 Slide 12 Building a Company-Wide Growth Culture: SaaStr Annual 2016 Slide 13 Building a Company-Wide Growth Culture: SaaStr Annual 2016 Slide 14 Building a Company-Wide Growth Culture: SaaStr Annual 2016 Slide 15 Building a Company-Wide Growth Culture: SaaStr Annual 2016 Slide 16 Building a Company-Wide Growth Culture: SaaStr Annual 2016 Slide 17 Building a Company-Wide Growth Culture: SaaStr Annual 2016 Slide 18 Building a Company-Wide Growth Culture: SaaStr Annual 2016 Slide 19 Building a Company-Wide Growth Culture: SaaStr Annual 2016 Slide 20 Building a Company-Wide Growth Culture: SaaStr Annual 2016 Slide 21 Building a Company-Wide Growth Culture: SaaStr Annual 2016 Slide 22 Building a Company-Wide Growth Culture: SaaStr Annual 2016 Slide 23 Building a Company-Wide Growth Culture: SaaStr Annual 2016 Slide 24
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Growth is getting harder for SaaS business. Over the last 10 years, 3X more dollars chase the attention of every US Internet user and the channels for acquiring customers are in constant flux. The solution is a coordinated full company growth effort. These slides show how to drive broad participation and execute in a weekly cadence of testing and learning.

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Building a Company-Wide Growth Culture: SaaStr Annual 2016

  1. Sean Ellis CEO / GrowthHackers Building a Company-Wide Growth Culture SaaStr Annual 2016
  2. Everyone Wants Explosive Growth @SeanEllis @GrowthHackers 2
  3. But Extreme Competition for Attention $0 $20 $40 $60 $80 $100 $120 $140 $160 3.5x US Online Ad
 Spend per User 3 @SeanEllis @GrowthHackers
  4. Channels in Constant Flux 4 James Currier @SeanEllis @GrowthHackers
  5. Solution: Company-Wide Growth Effort 5 Product External Channels Promise 1st Experience Ongoing Experience Acquisition Activation Revenue Retention Referral biz dev/ APIs Marketing Growth Team @SeanEllis @GrowthHackers
  6. Growth Company Requirements 6 @SeanEllis @GrowthHackers Broad Participation Weekly Cadence Transparent Learning
  7. 7 @SeanEllis @GrowthHackers Broad Participation Weekly Cadence Transparent Learning
  8. External Experts Internal Experts Ideas Tests Results Core Growth Team Drives Process Ideas from Full Team & External Experts @SeanEllis @GrowthHackers 8
  9. Goal: Build a Large Backlog of Ideas 9 @SeanEllis @GrowthHackers
  10. Formalize Ideas in Experiment Doc • Include hypothesis, research, target lever 10 @SeanEllis @GrowthHackers Keep general contributor ideas simple (no ICE)
  11. Example: Growth Ideas from Dropbox Revenue test Referral test Retention/ Revenue test 11 @SeanEllis @GrowthHackers
  12. 12 @SeanEllis @GrowthHackers Broad Participation Weekly Cadence Transparent Learning
  13. Growth Team Manages Cadence • Start with growth master + ad hoc team • Ad hoc team: designer, analyst, engineer, 
 ideally key execs (CEO, VP Product…) • Add dedicated growth roles as needed • Weekly test launch goals and weekly 
 growth meeting 13 @SeanEllis @GrowthHackers
  14. Weekly Growth Meeting Agenda • 15 Min: Growth metrics, issues and opportunities • 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 14 @SeanEllis @GrowthHackers
  15. Goal: Test at High Tempo • No certainty about how you will grow • Rapid Testing across all vectors • More testing = More discovery 15 Acquisition Referral Activation Revenue Retention Resurrection @SeanEllis @GrowthHackers
  16. Example: Twitter Increased Tempo 16 @SeanEllis @GrowthHackers
  17. Prioritize by ICE Score & Focus Area 17 @SeanEllis @GrowthHackers
  18. Manage Testing • Assign each test to a project manager • Anyone on growth team can be a project mgr • Run tests sufficient time 18 @SeanEllis @GrowthHackers
  19. Analyze Results • Always ask why • Systematize on learning • Informs follow up tests • Revisit past programs 19 @SeanEllis @GrowthHackers
  20. 20 @SeanEllis @GrowthHackers Broad Participation Weekly Cadence Transparent Learning
  21. Every Test Leads to Learning • Share all results with team (not just wins) • New ideas requires access to past learning 21 @SeanEllis @GrowthHackers
  22. Example: Past Learning Leads to a Win 22 @SeanEllis @GrowthHackers Slides Videos • Learning: Embeds = longer sessions • Engineering solution: oEmbed (same action more embeds) • Results: 41% more embeds
  23. Final Thought: Focus on Value Delivery • Value delivery drives sustainable growth • Help right users get value from your product • Easy to align full team around value delivery 23 @SeanEllis @GrowthHackers
  24. 24 @SeanEllis @GrowthHackers Join GH Projects Private Beta at Projects.GrowthHackers.com Purpose-Built Growth Collaboration System: 1) Team Ideation 2) Prioritize Testing 3) Capture Learning Join us at GrowthHackers Conference Feb 18th. Save with Code SaaStr50
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Growth is getting harder for SaaS business. Over the last 10 years, 3X more dollars chase the attention of every US Internet user and the channels for acquiring customers are in constant flux. The solution is a coordinated full company growth effort. These slides show how to drive broad participation and execute in a weekly cadence of testing and learning.

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