"Building a Company Wide Growth Culture" at SaaStr Annual 2016

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Sean Ellis, CEO of Growth Hackers, shares his advice on building a culture of growth within an organization at SaaStr Annual 2016 held in San Francisco Feb 9-11th. www.saastrannual.com

BUILDING A COMPANY-WIDE
GROWTH CULTURE
@SeanEllis @GrowthHackers

@SeanEllis @GrowthHackers
EVERYONE WANTS
EXPLOSIVE GROWTH

$0
$20
$40
$60
$80
$100
$120
$140
$160
3.5x
US Online Ad 
Spend per User
@SeanEllis @GrowthHackers
BUT EXTREME COMPETITION FOR ATTENTION

James Currier
@SeanEllis @GrowthHackers
CHANNELS IN CONSTANT FLUX

Product
External
Channels
Promise
1st Experience
Ongoing Experience
Acquisition
Activation
Revenue
Retention
Referral
biz dev/
APIs
Marketing
Growth
Team
@SeanEllis @GrowthHackers
SOLUTION: COMPANY-WIDE GROWTH EFFORT

@SeanEllis @GrowthHackers
Broad
Participation
Weekly
Cadence
Transparent
Learning
GROWTH COMPANY REQUIREMENTS

@SeanEllis @GrowthHackers
Broad
Participation
Weekly
Cadence
Transparent
Learning

External Experts
Internal Experts
Ideas Tests Results
Core Growth Team Drives Process
@SeanEllis @GrowthHackers
IDEAS FROM FULL TEAM & EXTERNAL EXPERTS

@SeanEllis @GrowthHackers
GOAL: BUILD A LARGE BACKLOG OF IDEAS

@SeanEllis @GrowthHackers
Keep general contributor
ideas simple (no ICE)
FORMALIZE IDEAS IN EXPERIMENT DOC
Include hypothesis, research, target lever

Revenue
test
Referral
test
Retention/
Revenue
test
@SeanEllis @GrowthHackers
EXAMPLE: GROWTH IDEAS FROM DROPBOX

GROWTH TEAM MANAGES CADENCE
@SeanEllis @GrowthHackers
•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

WEEKLY GROWTH MEETING AGENDA
@SeanEllis @GrowthHackers
•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

GOAL: TEST AT HIGH TEMPO
@SeanEllis @GrowthHackers
•No certainty about how you will grow
•Rapid testing across all vectors
•More testing = More discovery
Acquisition
Activation
Retention
Referral
Revenue
Resurrection

EXAMPLE: TWITTER INCREASED TEMPO
@SeanEllis @GrowthHackers

PRIORITIZE BY ICE SCORE & FOCUS AREA
@SeanEllis @GrowthHackers

MANAGE TESTING
@SeanEllis @GrowthHackers
•Assign a project manager  
for each test
•Anyone on growth team  
can be a project manager
•Run tests with suﬃcient time

ANALYZE RESULTS
@SeanEllis @GrowthHackers
•Always ask why
•Systematize on learning
•Informs follow up tests
•Revisit past programs

Broad
Participation
Weekly
Cadence
Transparent
Learning
@SeanEllis @GrowthHackers

EVERY TEST LEADS TO LEARNING
@SeanEllis @GrowthHackers
•Share all results with team (not just wins)
•New ideas requires access to past learning

@SeanEllis @GrowthHackers
Slides
Videos
EXAMPLE: PAST LEARNING LEADS TO A WIN
•Learning: Embeds = longer sessions
•Engineering solution: oEmbed  
(same action more embeds)
•Results: 41% more embeds

FINAL THOUGHT: FOCUS ON VALUE DELIVERY
@SeanEllis @GrowthHackers
•Value delivery drives sustainable growth
•Help right users get value from your product
•Easy to align full team around value delivery

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taqyea

学历认证补办【微信：A575476】【(Toledo毕业证)托莱多大学毕业证成绩单offer】【微信：A575476】（留信学历认证永久存档查询）采用学校原版纸张、特殊工艺完全按照原版一比一制作（包括：隐形水印，阴影底纹，钢印LOGO烫金烫银，LOGO烫金烫银复合重叠，文字图案浮雕，激光镭射，紫外荧光，温感，复印防伪）行业标杆！精益求精，诚心合作，真诚制作！多年品质 ,按需精细制作，24小时接单,全套进口原装设备，十五年致力于帮助留学生解决难题，业务范围有加拿大、英国、澳洲、韩国、美国、新加坡，新西兰等学历材料，包您满意。【业务选择办理准则】一、工作未确定，回国需先给父母、亲戚朋友看下文凭的情况，办理一份就读学校的毕业证【微信：A575476】文凭即可二、回国进私企、外企、自己做生意的情况，这些单位是不查询毕业证真伪的，而且国内没有渠道去查询国外文凭的真假，也不需要提供真实教育部认证。鉴于此，办理一份毕业证【微信：A575476】即可三、进国企，银行，事业单位，考公务员等等，这些单位是必需要提供真实教育部认证的，办理教育部认证所需资料众多且烦琐，所有材料您都必须提供原件，我们凭借丰富的经验，快捷的绿色通道帮您快速整合材料，让您少走弯路。留信网认证的作用: 1:该专业认证可证明留学生真实身份【微信：A575476】 2:同时对留学生所学专业登记给予评定 3:国家专业人才认证中心颁发入库证书 4:这个认证书并且可以归档倒地方 5:凡事获得留信网入网的信息将会逐步更新到个人身份内，将在公安局网内查询个人身份证信息后，同步读取人才网入库信息 6:个人职称评审加20分 7:个人信誉贷款加10分 8:在国家人才网主办的国家网络招聘大会中纳入资料，供国家高端企业选择人才 → 【关于价格问题（保证一手价格）我们所定的价格是非常合理的，而且我们现在做得单子大多数都是代理和回头客户介绍的所以一般现在有新的单子我给客户的都是第一手的代理价格，因为我想坦诚对待大家不想跟大家在价格方面浪费时间对于老客户或者被老客户介绍过来的朋友，我们都会适当给一些优惠。选择实体注册公司办理，更放心，更安全！我们的承诺：可来公司面谈，可签订合同，会陪同客户一起到教育部认证窗口递交认证材料，客户在教育部官方认证查询网站查询到认证通过结果后付款，不成功不收费！办理(Toledo毕业证)托莱多大学毕业证【微信：A575476】外观非常精致，由特殊纸质材料制成，上面印有校徽、校名、毕业生姓名、专业等信息。办理(Toledo毕业证)托莱多大学毕业证【微信：A575476】格式相对统一，各专业都有相应的模板。通常包括以下部分：校徽：象征着学校的荣誉和传承。校名:学校英文全称授予学位：本部分将注明获得的具体学位名称。毕业生姓名：这是最重要的信息之一，标志着该证书是由特定人员获得的。颁发日期：这是毕业正式生效的时间，也代表着毕业生学业的结束。其他信息：根据不同的专业和学位，可能会有一些特定的信息或章节。办理(Toledo毕业证)托莱多大学毕业证【微信：A575476】价值很高，需要妥善保管。一般来说，应放置在安全、干燥、防潮的地方，避免长时间暴露在阳光下。如需使用，最好使用复印件而不是原件，以免丢失。综上所述，办理(Toledo毕业证)托莱多大学毕业证【微信：A575476 】是证明身份和学历的高价值文件。外观简单庄重，格式统一，包括重要的个人信息和发布日期。对持有人来说，妥善保管是非常重要的。

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1. SEAN ELLIS CEO / GROWTHHACKERS

2. BUILDING A COMPANY-WIDE GROWTH CULTURE @SeanEllis @GrowthHackers

3. @SeanEllis @GrowthHackers EVERYONE WANTS EXPLOSIVE GROWTH

4. $0 $20 $40 $60 $80 $100 $120 $140 $160 3.5x US Online Ad  Spend per User @SeanEllis @GrowthHackers BUT EXTREME COMPETITION FOR ATTENTION

5. James Currier @SeanEllis @GrowthHackers CHANNELS IN CONSTANT FLUX

6. Product External Channels Promise 1st Experience Ongoing Experience Acquisition Activation Revenue Retention Referral biz dev/ APIs Marketing Growth Team @SeanEllis @GrowthHackers SOLUTION: COMPANY-WIDE GROWTH EFFORT

7. @SeanEllis @GrowthHackers Broad Participation Weekly Cadence Transparent Learning GROWTH COMPANY REQUIREMENTS

8. @SeanEllis @GrowthHackers Broad Participation Weekly Cadence Transparent Learning

9. External Experts Internal Experts Ideas Tests Results Core Growth Team Drives Process @SeanEllis @GrowthHackers IDEAS FROM FULL TEAM & EXTERNAL EXPERTS

10. @SeanEllis @GrowthHackers GOAL: BUILD A LARGE BACKLOG OF IDEAS

11. @SeanEllis @GrowthHackers Keep general contributor ideas simple (no ICE) FORMALIZE IDEAS IN EXPERIMENT DOC Include hypothesis, research, target lever

12. Revenue test Referral test Retention/ Revenue test @SeanEllis @GrowthHackers EXAMPLE: GROWTH IDEAS FROM DROPBOX

13. @SeanEllis @GrowthHackers Broad Participation Weekly Cadence Transparent Learning

14. GROWTH TEAM MANAGES CADENCE @SeanEllis @GrowthHackers •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

15. WEEKLY GROWTH MEETING AGENDA @SeanEllis @GrowthHackers •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

16. GOAL: TEST AT HIGH TEMPO @SeanEllis @GrowthHackers •No certainty about how you will grow •Rapid testing across all vectors •More testing = More discovery Acquisition Activation Retention Referral Revenue Resurrection

17. EXAMPLE: TWITTER INCREASED TEMPO @SeanEllis @GrowthHackers

18. PRIORITIZE BY ICE SCORE & FOCUS AREA @SeanEllis @GrowthHackers

19. MANAGE TESTING @SeanEllis @GrowthHackers •Assign a project manager   for each test •Anyone on growth team   can be a project manager •Run tests with suﬃcient time

20. ANALYZE RESULTS @SeanEllis @GrowthHackers •Always ask why •Systematize on learning •Informs follow up tests •Revisit past programs

21. Broad Participation Weekly Cadence Transparent Learning @SeanEllis @GrowthHackers

22. EVERY TEST LEADS TO LEARNING @SeanEllis @GrowthHackers •Share all results with team (not just wins) •New ideas requires access to past learning

23. @SeanEllis @GrowthHackers Slides Videos EXAMPLE: PAST LEARNING LEADS TO A WIN •Learning: Embeds = longer sessions •Engineering solution: oEmbed   (same action more embeds) •Results: 41% more embeds

24. FINAL THOUGHT: FOCUS ON VALUE DELIVERY @SeanEllis @GrowthHackers •Value delivery drives sustainable growth •Help right users get value from your product •Easy to align full team around value delivery

25. THANK YOU! @SeanEllis @GrowthHackers

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