Joanna Lord – How to Operationalize Growth for Maximum Revenue (Turing Fest 2017)

Transcript

1. How to Operationalize Growth for Maximum Revenue classpass.com @classpass Joanna Lord Chief Marketing Officer @joannalord
4. What is growth?
5. Creating inflection opportunities for business success.
6. T h e r e a r e o n l y t h r e e w a y s t o g r o w :
7. T h e r e a r e o n l y t h r e e w a y s t o g r o w : ACQUISITION RETENTION MONETIZATION
8. T h e r e a r e o n l y t h r e e w a y s t o g r o w : ACQUISITION RETENTION MONETIZATION
9. T h e r e a r e o n l y t h r e e w a y s t o g r o w : ACQUISITION RETENTION MONETIZATION
10. but why is that so hard?
11. because a lot has changed.
12. ownership has changed
13. PRODUCT MARKETING ENGINEERING DATA GROWTH : marketing
14. PRODUCT MARKETING ENGINEERING DATA GROWTH : marketing : product & marketing
15. PRODUCT MARKETING ENGINEERING DATA GROWTH : marketing : product & marketing : product & marketing & engineering & data
16. organizational structure has changed
17. Example: LinkedIn Growth Team SEO Onboarding Network Growth Comms PYMK, Virality, Connections Engagement through email/push, Resurrection SEO, Conversion
 optimization, Public profile Onboarding, Activation, Intent discovery
18. : creative
19. : creative : creative & analytical
20. : creative : creative & analytical : creative & analytical & technical & intuition
21. who you need to hire has changed
22. skills that fuel growth : t-shaped
23. skills that fuel growth : t-shaped Technical : Analytical : Creative : Product : Design Theory : Paid : Inbound : CRO : Content : Statistics: Modeling : Database/SQL : Psychology
24. So we just have to change how we organize, how we roadmap and plan, and who we hire.
25. …and we have to do that while delivering beautiful marketing, on a budget, with limited resources, quickly, effectively, and we have to do it better than anyone else. So we just have to change how we organize, how we roadmap and plan, and who we hire.
26. f&ck.* * the & is a u. it spells fuck.
27. but it can be done.
28. but it can be done. there are patterns.
29. How to Organize for Growth #letsgettactical
30. Invest in the views that matter.
31. T H E M O S T U S E L E S S G R A P H E V E R :
32. T H E S E C O N D M O S T U S E L E S S G R A P H E V E R :
33. we spend too much time reporting on useless things. [ r e a l t a l k t i m e ]
34. but for real…how? Full funnel views. Cohort views. Attribution. Network effect vs. virality. Growth mix and cannabilization. Tenure journeys.
35. Growth as a decentralized responsibility.
36. T H I S I S T H E H A R D E S T PA R T “How you organize will either fuel or kill growth.”
37. MARKETING PARTNERS PRODUCT ENGINEERING PRICING CX FINANCE LEGAL T H E W AY I T S A LW AY S B E E N D O N E .
38. CAC CHURN BURN T H E W AY I T S H O U L D B E D O N E .
39. but for real…how? Identify 3-5 metrics to make progress on. Full stack for autonomous output. Czar/Driver roadmap management. Decentralize approval cycles. Productize experimental design. Gated by OKR achievement.
40. 3 Realize nothing is precious.
41. L I K E R I G H T N O W “Often the hardest, most complicated business decision is the exact one you need to make.”
45. but for real…how? Get ruthless on product prioritization. Revisit prices often, adjust for the business. Don’t lose yourself in partnerships. Fire the wrong people, hire the right ones. Structure around output not people.
46. Play to your advantages obsessively.
47. W h y d o w e b u i l d f o r t h e s a k e o f b u i l d i n g ? [ t h i n g s t h a t m a k e y o u g o h m m m m ? ]
48. Non-brand SEO/SEM Ambassador program Influencer strategy Corporate memberships Affiliate/partner marketing Emerging paid social Community activations Events OOH/Brand T H I N G S I D I D N O T G E T T O D O L A S T Y E A R I N C L U D E [ B U T A R E N O T L I M I T E D T O ] :
49. Refer a Friend v2, v3 Invite a Friend v1, v2, Sprinkles Gift a Friend v2 Connections [social network] v1 “Book with Friends” features User generated experiences I N S T E A D I B U I LT I N T O O U R A D VA N TA G E : R E F E R R A L C H A N N E L S
51. but for real…how? Stop building for others (marketers, boards, etc.) Know your proprietary advantage. Educate your teams on these levers. Organize around them. Make kfactor/inflection the KPI.
52. 5 Evergreen testing to make your case.
53. 53 Growth Product Roadmap: 2016
54. Growth Product Roadmap: Q2 2016 Growth Product Roadmap: Q2 2017
55. but for real…how? Organize thesis based brainstorms. Allocate 20% of centralized resources to testing. Build pre-prioritization roadmaps. Scope product asks prior to the ask. Map to more than one OKR/business objective. Invest in internal education at every turn (20% of MGT LT bandwidth).
56. let’s wrap this party up.
57. Growth isn’t about magical tactics and platform hacks.
58. The best brands in the world are investing in growth as an operational machine. They’re hiring creative, resourceful, low ego people to triangulate around a problem and run fast. Growth isn’t about magical tactics and platform hacks.
59. Thank You! Questions? @joannalord Joanna Lord CMO, ClassPass @joannalord