HACKING YOUR GROWTHHow to build the growth team that will skyrocket your company

Entrepreneur / Advisor / Growth Hacker / Investor t.moulos@gmail.com

Advisor/Speaker

Advisor and board member in numerous companies

Speaker in growthMarketingConference.com Guest Lecturer in NYU Stern School of Business Guest Lecturer in Alba Business School Lecturer in growthAcademy Lecturer in growthX Academy (SF)

Entrepreneur Co-Founder & CEO, growthrocks.com

Co-founder growth.university Co-founder growthhackingacademy.gr Co-founder contentmarketingacademy.gr Co-Founder of viral-loops.com Co-Founder of vitrinabox.com Co-Founder search-in-a-box.com

Theodore Moulos

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Growth hacking is a marketing technique developed by technology startups which uses creativity, technical skills, analytical thinking, and social metrics to sell products and gain exposure.

What is Growth Hacking?

Marketing for the poor

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MarketingWeb & Mobile Analytics, A/B Testing, Marketing Automation, Conversion Optimization, SEO, SEM & PPC, Copywriting, Email Marketing, Social Media

Data AnalysisSpreadsheets, Statistics, SQL, NoSQL, BI, Cohorts

Coding/EngineeringHTML, CSS, JS, jQuery, Angular JS, Node, PHP, Python, APIs

The innovative view of a growth hacker

DesigningPhotoshop, Illustrator, Sketch, Video Editing

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BUT, where to find those?

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Nowhere, you build them

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90%

10%

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What’s easier?

Turn a engineer into marketer? Turn a marketer into technical guru?

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Engineers running marketing bringing sales

Growth Hackers in essence

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I want to enter a new country

I want to pivot my product

I have activation issues on my SaaS

My funnel is not working

TofU —> BofU is < 0.3%

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Conversion RateOptimization

Performance Marketing (PPC)

Messenger Marketing

Web Site Development

Search Engine Optimization Analytics Copywriting

Performance Marketing (PPC)

Funnel Marketing Traction Management Content MarketingInbound MarketingBusiness Development and sales

Holistic Growth

Analytics

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+Communication

Deep Expertise

+Growth Mindset

Growth Marketers

+Broad Expertise

Growth masters

Gurus

Growth Engineers

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• They are ex. Growth Marketers

• The true growth leader. Has to inspire the team AND the customer that they can

achieve their OKRs. He should be the most aggressive person of the company.

• He is accountable for keeping the team aligned to business goals.

• He ensures that the team’s tempo is steady.

• Hands-on guy.

• Leads the main two weekly meetings:

• Growth Master Meeting

• Ideation Meeting

The Growth Masters

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• They are ex. Growth Engineers

• The awesome people who drive growth for the company of product.

• They design and execute experiments and then they analyse their results.

• Depending on the company’s needs, each member may focus on different areas

(e.g. product or TOFU)

• They should be aggressive and love to learn new things everyday.

Growth Marketers

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• Growth Engineers have an active role in execution and everyday ops.

• They exist to execute, execute, execute..

• You can also have people from other growth teams of your organisation or even

people outside of the company.

Growth Engineers

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• Assisting Growth Engineers, Growth Marketers and Growth Masters

• Deep Knowledge of the topic acting as an expert in its field

• Not willing / wishing to overtake Growth Responsibilities or Customer facing tasks

Gurus

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“ Many times growth teams are not able to execute because of lack of management support and cultural issues. Experimentation needs guts.

Growth should be a company-wide commitment and supported by the top management and CEO .

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A growth team is not a team of marketers with a different title. Product people, analysts,

engineers and designers should think like growth people.

Building a Growth Team

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Growth Team Members should have “Growth” in their title. Put growth in their DNA.

Building a Growth Team

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!19Building a Growth Team

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1. Understand what skills you need and which people (even from different

departments.)

2. Speak about growth and give them a role model on how, successful

companies do it.

3. No matter their title and role, put them growth (For example, Hubspot

has Product Managers on User Growth, Growth Engineers and Growth

Marketers.)

4. Set your OKRs and kickstart the process. Don’t worry it doesn’t have to

be perfect.

5. Educate them and iterate like crazy.

6. Be patient. Chances are that during the first months you will also suck ;)

The 6 steps to form a Growth Team .

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Using tools will save you time

and frustration

GrowthHackers Projects Backlog, Pipeline, Dashboard

Google Docs Learnings Doc, Metrics

Data Studio Analytics and Insights of the team

Slack Communication & Notifs

Growth Claps Boosting the productivity of a Growth Team

Last Pass Keeping passwords and team insync

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Recruiting the next top growth team members

https://growthrocks.com/recruit-a-growthhacker

Growth Services Knowledge

Technical Expertise

Industry Expertise

Sost Skills

Skills:

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