Gain advanced skills in growth strategy

8h 21min | 38 lessons

In this course, you will learn:

About growth and where it sits in the organization
Product-market fit and how to find it
Identify and implement your north star metric
Create and work with your own growth model
Identify and prioritize growth channels

English subtitles Certificate included

Some companies who train their teams at CXL

Every scaling company needs someone who can head up a growth strategy

Having someone on the team who understands where to start looking for product-market fit, how to identify and prioritize growth channels, and how to effectively run a growth strategy is the ultimate growth hack. If your team doesn’t have that or wants to upskill on that front, this is the best place to learn how.

Master Growth Strategy in user engagement, customer acquisition, and team building for exponential business success.

Course Length:
8h 21min. 38 lessons.

Imagine if a few key changes could exponentially grow your business. This Growth Strategy course will help you understand the crucial roles of growth, marketing, and product in your go-to-market strategy. It will teach you how to identify when to adopt a growth-focused approach and set metrics to guide your team’s efforts.

You’ll learn to build user engagement strategies, optimize customer acquisition channels, and create effective growth teams. It will equip you with all the tools you need to develop and implement a growth strategy that can significantly boost your company’s success and ability to compete in your market.

After completing this online course on Growth Strategy,
you will be able to assist your team and company with:

Differentiate growth from marketing and product functions.
Identify and evaluate the need for a growth-driven approach.
Develop and set a robust north star metric.
Identify, prioritize, and test growth channels.
Define growth levers, document strategies, and build effective growth teams.

This course is for you if you are responsible for:

Go-to-market strategy and planning
Go-to-market execution
Growth hacking and experimentation
Lead generation efforts
Leading a growth team

See Pricing

Course Curriculum

Growth Strategy

1 Growth vs Marketing vs Product

We will walk through why marketing and growth often get used interchangeable, but shouldn’t be.

2 Where does growth sit in the organization?

This lesson will cover different ways to structure your growth team.

3 How to know if your organization needs a growth-driven approach

We’ll walk through 3 challenges that a growth team can help solve, as well as what I suggest you have in place before implementing one.

4 Growth lessons from scaling Heights (Part I)

This lesson will run through the major lessons learned in scaling Heights from £28K to £343K MMR in 18 Months.

5 Growth lessons from scaling Heights (Part 2)

This lesson dives even deeper into the Heights Case Study.

6 What is Product-Market Fit?

We’ll cover an overview of what Product-Market Fit actually is, why it is so important, and how to know whether you have it.

7 Product-Market Fit: Step-by-Step Guide

We’ll cover a three-step guide of how to figure out whether you have PMF, and how to start working on achieving it.

8 Finding Message-Market Fit

This lesson will break down the 7 steps to getting your messaging right, including review mining, competitor analysis, user research and analysis and testing.

9 Why should you care?

We’ll go over what a NSM is and why it is so important to have one to guide you.

10 Setting your North Star metric

This lesson will run through the 8 key questions that your NSM should answer ‘yes’ to, to help you know if it is the right one to guide you.

11 Stress Test

We’ll walk through some example NSMs from well-known brands.

12 Introduction to Retention & Engagement Loops

We’ll walk through each of the retention stages and what to consider for each stage, as well as how different businesses may measure each stage.

13 Building a core habit loop

We’ll run through Nir Eyal’s Revised Hook Model that uses triggers, actions, rewards and investments to build a habit.

14 Fighting for a focus on retention

We will compare with a simplified example the impact of focusing on reducing cost of acquisition vs reducing churn.

15 Working on improving retention

This lesson will look at the different ways you can support working on retention, such as a churn survey, user interviews and turning to other teams in your organization.

16 The importance of effective activation

We will look further at why activation plays a key role in supporting retention as well as five causes of lower activation rate and finally, how to start better understanding retention.

17 Identifying potential channels

This lesson will go through what you need to consider when identifying potential channels.

18 Types of acquisition loops

We’ll walk through the different types of loops.

19 Brand vs growth channels

We’ll cover why it is important to separate brand and growth when choosing channels, and look at the different KPIs and approaches you’ll use for each.

20 Prioritizing growth channels

We’ll go through a simple prioritization system that ranks potential channels.

21 Testing framework for new channels

This lesson will run through the importance of calculating potential upfront, having a structured testing plan, and how to step back if it isn’t performing.

22 Diving deeper into referral

We will look at referral as a channel and how to calculate whether it would be impactful for your brand using a viral coefficient.

23 What a complete growth model looks like

This lesson will explore the different components that make up a complete growth model, including funnels, loops, and engagement and retention loops.

24 Measuring each step of your growth model

This lesson covers how to measure the performance of each step by setting KPIs, working out conversion rate per step and calculating overall impact to identify potential areas to improve.

25 What are growth levers?

We will walk through what exactly a growth lever is and how it relates to your overall goals and experimentation process.

26 Defining your first growth lever

This lesson we’ll learn how to fully define your first growth lever with 7 key points including KPI, goal, backlog and owner.

27 Themes within growth levers

We’ll walk through how themes can bring focus to your growth levers and some examples of them.

28 Calculating impact of potential growth levers

This lesson will go through why it is important to calculate and compare gorwth levers to narrow down your focus

29 Pricing as a growth lever

This lesson will walk through three different methods for pricing experiments.

30 Documenting your growth strategy

We will look at the 6 sections your growth strategy will include, and how to build and set it up in a document.

31 What is a growth team?

This lesson will cover what a growth team is, and explore how to determine whether you actually need one or not.

32 Who is in a growth team?

We’ll walk through the different types of people that should be included in your growth team, including a mix of different roles, skill sets and personality types.

33 Six-step process to building your growth team

This lesson will run through six key steps to building your growth team.

34 Goals and impact of a growth process

We’ll go over how your growth process will bring you closer to your NSM through experimentation, and the benefits of having this structured approach.

35 What is a growth experiment vs an optimisation vs an a/b test?

This lesson will teach you how to know whether you should be running an experiment or simply optimising, including examples of each.

36 Building up a growth process step-by-step

This lesson will teach you how to use tracking and consistent documentation to make growth experimentation a habitual part of your growth process.

About the expert

Daphne Tideman

Freelance Growth Advisor

Daphne joined RockBoost as the first full-time employee, led a team of 14, then moved to Heights as Head of Growth. Now a freelance advisor, she writes for BetterMarketing and Growth Hackers.

This online course
comes with a
Certificate

Completing this course earns you an official CXL Growth Strategy Course Certificate to prove your achievement. CXL is recognized as an industry-leading qualification by employers worldwide, and it is an official qualification on Linkedin that can be added to your profile.

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