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Business Building

How to Create a High-Performing Analytics Team

Every company dreams about creating high-performing teams. For us at OWOX, that dream centered on our analytics department, which included 12 specialists—junior analysts, mid-level analysts, senior analysts, and QA specialists.

Collectively, our analysts were responsible for consulting clients on data analysis and improving our marketing analytics tool. While our company focuses on analytics, our challenge was not unique—many in-house marketing departments and agencies struggle to measure and improve the efficiency of their teams.

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SaaS Growth: The "Triple A" Sprint Framework that Gets Results

Many SaaS companies launch a product-led growth model—but never update it. When the executive team calls me and asks why they aren’t converting users into customers, I tell them to buy a plant. Seriously.

If they don’t water the plant, it’s going to wither and die. If they water it and give it sunlight, it’ll grow. Everyone knows how the system works. Yet, even though we know what to do, millions of plants still die. Why? Nobody takes ownership.

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I don’t have to convince you that email is important:

  • Email is a cost-effective way to get sales. Converting customers from your mailing list costs less than converting the same number via advertising.
  • Email includes your most-interested customers. The majority of your list is composed of people who’ve already placed an order, so you know that they’re willing to buy (though it still takes effort to win back customers.)
  • Email maxes out revenue from big sale periods. Black Friday and Cyber Monday sales represented $123 billion in revenue in 2018. And, according to Klaviyo, emails initiated 30% of those sales.

But do you work on your email? Is email an actively managed and QA’d operation in your business?

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