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Similaire à Beneath the Growth iceberg: Tips from transitioning a business from marketing to growth.
Similaire à Beneath the Growth iceberg: Tips from transitioning a business from marketing to growth. (20)
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Beneath the Growth iceberg: Tips from transitioning a business from marketing to growth.
- 2. First, me (and us)
- 3. 3.5 years at Skyscanner 7 years in FMCG marketing Transitioned from marketing to growth at the same time as our business @skyscannergrwth @mrdouglascook
- 5. 60m app downloads 50m unique monthly visitors Tech company first & foremost: 50% Software Engineers @skyscannergrwth @mrdouglascook
- 6. Life before Growth Conventional Wisdom is King @skyscannergrwth @mrdouglascook
- 7. Product Engineering Marketing Functional Siloes Across Teams @skyscannergrwth @mrdouglascook
- 8. Marketing activity was slow and laborious @skyscannergrwth @mrdouglascook
- 9. And big bang in nature @skyscannergrwth @mrdouglascook
- 13. 1. People & Culture @skyscannergrwth @mrdouglascook
- 14. Highly Autonomous Teams https://labs.spotify.com/2014/03/27/spotify-engineering-culture-part-1/@skyscannergrwth @mrdouglascook
- 15. https://medium.com/@Skyscanner/the-culture-of-growth-squads-in-skyscanner-26653e3590c4#.sdryrwowi
- 16. We organised ourselves into central & regional growth tribes Central Growth Tribe EMEA Regional Growth Tribe AMER Regional Growth Tribe APAC Regional Growth Tribe https://medium.com/@Skyscanner/our-tribes-central-growth-and-regional-growth-9a28c41532f1#.ri13oz319@skyscannergrwth @mrdouglascook
- 17. Roles within Growth Teams Product Manager Experiment Roadmap Growth Engineer Implementation of features & products Growth Marketer Own acquisition of channel Growth Analyst Draw insights from data Growth Designer Creative or user experience design and implementation @skyscannergrwth @mrdouglascook
- 23. Growth Mindset is as important as growth hacking. @skyscannergrwth @mrdouglascook
- 24. Culture eats strategy for breakfast. - Peter Drucker @skyscannergrwth @mrdouglascook
- 25. 2. Lean startup principles @skyscannergrwth @mrdouglascook
- 28. 3. Agile marketing https://medium.com/@Skyscanner/developing-a-lean-and-agile-marketing-process-d1822be47671#.pfbmwmrsf@skyscannergrwth @mrdouglascook
- 29. Individuals and interactions over processes and tools Working software over comprehensive documentation Customer collaboration over contract negotiation Responding to change over following a plan http://agilemanifesto.org/ Manifesto for agile software development @skyscannergrwth @mrdouglascook
- 30. Validated learning over opinions and conventions Customer focused collaboration over silos and hierarchy Adaptive and iterative campaigns over Big-Bang campaigns The process of customer discovery over static prediction Flexible vs. rigid planning Responding to change over following a plan Many small experiments over a few large bets http://agilemarketingmanifesto.org/ Agile marketing manifesto @skyscannergrwth @mrdouglascook
- 31. Life in Growth @skyscannergrwth @mrdouglascook
- 32. So what’s the impact? @skyscannergrwth @mrdouglascook
- 33. Plenty of graphs like this @skyscannergrwth @mrdouglascook
- 35. •This Won’t Work for you
- 36. Slides> bit.ly/GrowthIceberg @SkyscannerGrwth Want to know more?
Notes de l'éditeur
- Useful points of context, to understand our business.
- Geographical tribes. Central group for scale and algorithmically done.
- Geographical tribes. Central group for scale and algorithmically done.
- This is Hypergrowth Marketing needs to keep up with business.
- Useful points of context, to understand our business.
- This is the one statement today that I believe holds true in every growing company – growing in the Business and Organisational sense. Continues improvement keeps us moving forward.
- Data Retrieval – a one off long cycle time could only be done by Data Scientist Data from the – slow – painful sometimes would crash – no data – no campaigns 1 Tool 1 Launch Date Manual Data Retrieval
- The foundations that we relied on had shifted under our very feet, that which we held true as markeeters was not fit for this new world. We had to change and we had to change dramatically in order to continue to be a Hyper Growth company that we had become accustomed to.
- I’m going to go through 4 key areas that we’ve used to help drive growth at Skyscanner. Buzzword bingo, not about worshiping one, but combining what works from multiple.
- When at pace, needs to be huge autonomy Gate meetings slow us down. Used to have 2x per week, rather than 1x per month. So teams are empowered to make their decisions themselves.
- Spotify model. Matrix organisation in its side. Vertical day to day cross functional. Horizontal function, share best practice.
- Geographical tribes. Central group for scale and algorithmically done.
- Small, less than 8 Cross functional
- Squad designed to be able to do everything in their given area. My squad has 2x designers, 4x marketers.
- Risk of autonomy is no need to communicate. Big sharing culture, internal and external
- Another part of the culture is to encourage people to be curious and learn and we have a set of recommended reading for all squads, that is always updated.
- And it is all backed up by our competency framework. No point suggesting these changes and expect people to act, needs to be tied to review and reward.
- Within that framework there is a big focus on broadening the skillset of our marketing team and making them more T shaped individuals.
- Internal ninja programme to embed. Further visioin to make available publically.
- Geographical tribes. Central group for scale and algorithmically done.
- Next is Lean Startup principles.
- The Lean Startup is a must read for all employees at Skyscanner. Key principle is BML Loop Getting MVP in front of users as quickly as possible for real world response, not fake focus group environment
- We have built these same principles into our growth model, with the idea to build a minimum viable campaign as quickly as possible to get in front of our travellers to see if it has the potential to scale. Stage 1- We come up with the idea and validate it through some secondary research, why do we believe it’s a good idea? Stage 2- We define a hypothesis for our test- IF we make a certain change then we expect a certain response. Stage 3- We create the assets. Stage 4- We test it, this may take many forms but the idea is how so we get it in front of the same users as the end idea, to test it real world. Stage 5 and 6 we analyse the results and take a decision whether we need to iterate it and continue testing, if it’s good enough to ramp up then and there, or if it’s a fail. Lack of stage gates is because of this.
- Area 2- Agile Marketing
- Agile marketing is not simply real time marketing by another name, as is assumed by many outside the tech industry. The Agile Manifesto, also called the Manifesto for Agile Software Development, summarises 12 areas to allow for faster, iterative development. Shift away from big batch, or in marketing case big bang, waterfall approach.
- And this is how it then applies in Marketing Validated Learning- BML loop Customer Collaboration- Adapt to what they need, not rigidly sticking to convention. Adapative & Iterative- Ie. lean start-up. Customer discovery- Not an annual deep dive, always on research and understanding. Flexible- The amount of change in a 12 month planning cycle is massive, need to be able to react. Respond to change- As above. Small Experiments- 5x things per sprint, looking for the one to scale.
- So does it work?
- Example was live temperature feed, needed resource to do properly MVP was to manually get weather. In this particular example the idea failed, but that’s not the point. We found that out a lot quicker, with less resource used.
- Anonymised but gives an idea. Top graph increase in bookings following PMF. Accelerating search despite low spend. Big bang to iterative showing increased impact.
- So in summary, 4 areas
- But just to be clear, what I have told you is definitely not right for your organisation. We took principles and mashed them, so should you.
- As I said already, we are very big on sharing at Skyscanner so there are various ways to get more information via Twitter or Medium. Slides available NOW on medium