[WMD2016] GrowthHackers >> Sean Ellis "Make your marketing team agile or die"

Marketers - Get Agile or Die!

Agility is the Key to Driving Rapid, Sustainable Growth

WMD.co - Nov 4, 2016

Growth Requires Very Agile Team

•  New channel opportunities emerge every day

•  Shelf life for proven tactics getting shorter

•  Teams must become more agile to seize opportunities

By James Currier

Hard to Stay Agile as Team Grows

Small Agile Team Large Team Less Agile

Scaling Growth: Company Wide Effort

Product

External Channels

Promise

1st Experience

Ongoing Experience

Acquisition

Activation Revenue Retention Referral

Marketing PR

Support Success

biz dev

Growth Team is Cross Functional

Product

External Channels

Promise

1st Experience

Ongoing Experience

Acquisition

Activation Revenue Retention Referral

Marketing PR

Support Success

biz dev

Growth Team

Challenge Keeping Team on Same Page

•  Team can’t keep up with changing objectives

•  Effort gets wasted as team is out of sync

•  Leader too busy managing vs. finding leverage

Poll question

What is the biggest hurdle preventing your marketing team from being more agile?

–  Not committed to running 3+ tests per week

–  Not focusing testing efforts on the highest leverage opportunities

–  Team not in sync around testing goals and results

Solution: Start by Finding Leverage

Finding Leverage at LogMeIn

•  Tried to build channels but couldn’t scale beyond $10K/month

•  Analysis revealed that “activation” friction blocked most new users

•  Fixed friction, same channels then profitably scaled 100X

Today $2.5B Mkt Cap

Specific Test Example

LogMeIn Issue and Test

•  200,000 new visits per day through a channel

•  10% signup (20,000 new signups)

•  90% dropoff at download step

Asked: “Why did you signup and not download?”

Manage Process in Weekly Meeting

•  Keeps everyone pulling in same direction.

•  Weekly discussion areas*

–  Define high leverage objectives

–  Progress against specific objectives & overall KPIs

–  Execute growth process

* Avoid brainstorming

High Tempo Testing Growth Process

Analyze

Objective

Ideas

Prioritize

Test

Analyze Your Growth Model

Relationship between variables that move your North Star Metric

•  Acquisitio - Sources and motivation to try

•  Ac - Aha moment

•  - “Must have” experience

•  - User-get-user loops

Acquisition

Activation

Retention

Referral

Example: LinkedIn Growth Model*

SEO Int’l expansion Invites

(Aha Moment) Create profile, 4+ connections

Stay connected with work people

(North Star Metric)

Profile connections

Acquisition

Activation

Retention

Referral

Revenue Invites

*simplified

(Core Value)

Set Objective based on Leverage

Analyze

Objective

Ideas

Prioritize

Test

Analysis Doesn’t Drive Growth…

Twitter boosts testing tempo 20X GH boosts testing tempo 10X

Testing Drives Growth!

Focus Testing on Right Objectives

•  Key executives debate highest leverage growth opportunities (using data and research)

•  Define key objectives (14 – 45 days)

•  Identify primary metric

–  Baseline metric

–  Goal for the metric (absolute and percentage)

•  Start date/end date

Example Objective

Generate Ideas Based On Objective

Analyze

Objective

Ideas

Prioritize

Test

Organize Ideas as Experiment Doc

•  Include hypothesis, research, target lever

ICE Score 1 - 10

I - Impact

C - Confidence

E - Ease

Prioritize Testing Schedule

Analyze

Objective

Ideas

Prioritize

Test

Prioritize by Objective and ICE

Filter to objective Sort by ICE score

Launch Tests

Analyze

Objective

Ideas

Prioritize

Test

Launch Tests

Analyze Results

Analyze

Objective

Ideas

Prioritize

Test

Analyze & Organize Results

Repeat Process

Analyze

Objective

Ideas

Prioritize

Test

Key Takeaways

1.  Sustaining growth requires a very agile team.

2.  Find leverage to improve your testing impact.

3.  Use weekly meeting to manage you growth process and progress against key objectives.