I love running growth teams.
It’s everything I could want from a job. It directly impacts the company, is fairly autonomous, works great with a few high-caliber folks, and involves a ton of A/B tests.
I’ve spent years running these teams—but I don’t know if I’ll ever build one again. I doubt that I’ll even have a growth team at any company I’m managing in the future.
“If you cannot measure it,” declared Lord Kelvin, “you cannot improve it.” Perhaps SaaS companies have taken this advice too literally.
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.
A new product launch is never easy, even if you’re a well-known marketer or entrepreneur. Product Hunt, if used properly, can be an effective way to launch a new product in a crowded market.
Apple created a monster. Every September, millions expect Tim Cook to change the world. Steve Jobs actually did a few times. But, increasingly, the Apple hype-fests are a marketing—not a product—showcase.
You invest in your employees—mentoring, conferences, training. Yet over time, unused knowledge fades. Employees take other jobs. How do you protect your investment?
If you generate a $200 million quarterly profit with an online product, your website’s user experience must be world class, right? Wrong.
There’s a building. In a back room, a guy peels potatoes. Out front, two people sit at a table. By the door, a person answers a phone.
Does that make the building a restaurant? No? Would it become one if the guy peeled potatoes and oranges?
It’s an absurd standard. It’s also the same one we apply to demand generation.
A major benefit of working in a digital-growth consultancy is that you see businesses across all industries and lifecycle stages try to grow their companies. I see good actions that really help a company grow but also common elements that hinder growth.