Merci Victoria Grace – Former Head of Growth / Slack
ChenLi Wang – Former Head of Growth / Dropbox
Anu Hariharan – Partner / YC
When do you need a Growth team?
Once you have PMF then onboard a growth team
Freemium product or software enabled sales funnel – need growth team
If sales driven by outbound sales team , then don’t need a growth team
How do you measure PMF?
Indirect – when customers are pushing you instead of you pushing them
Retention levels indicate PMF
What is a growth team?
Focused on certain part of funnel and then keep going
Find leading correlator
Adding in things down the funnel
PM working on conversion to paid
Product engagement data
Product team vs Growth team
Product team executes against vision and core product
Mandate of growth team vs product and market team
Need to have clear lines to understand what you do vs other teams when there is overlap
Activate within industry’s / markets
Dropbox – Space Race campaign into schools – a very smart way to increase market share
Symmetric referral system
People leave jobs but not tools
Who is your audience, what are the types of channels and mediums where they are
First person to work on Growth should be someone that works at your company and understands your customer best.
Need really great tracking across everything and make sure the data is right!
Everyone in the company should start on support tickets to understand the customer
Growth is Art and science
“The scariest day is when numbers are down, the second scariest day is when numbers are up and you don’t know why”
Understand sales enablement – giving your sales team the right tools to make sales
Growth team should be cross functional
Design, engineering, product, etc