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Yara Paoli
VP Growth, Skyscanner
@yarapaoli
Moving from a
Traditional to a Growth
Oriented Organization
#GHConf18
From traditional
marketing
to growth organization
The Skyscanner Story
Growth iceberg
Autonomy
Structure
Science
Learning
Hard Work
People & Culture
Lean Start-Up
Experimentation
Growth Structure
Growth Mindset
Quick Wins
Hacks
Cheap & Free
Tactics
Growth Talent and Culture
Growth Tools
8 years at Skyscanner;
(it’s been like 5 different start ups,
lots of growth hacks!)
20 years in online marketing,
business localisation and development,
psychology and growth.
Yara Paoli
@yarapaoli
The Skyscanner journey
Moving from a Traditional to a Growth Oriented Organization - #GHConf18
0
10
20
30
40
50
60
70
December 2004
December 2005
December 2006
December 2007
December 2008
December 2009
December 2010
December 2011
December 2012
December 2013
December 2014
December 2015
December 2016
December 2017
Millions of unique monthly visitors
60million app downloads
60million travellers/m
30languages
70currencies
10offices
In numbers
Why growth as a goal?
Manual
High waste
Big batch gambles
Subjective decisions
No ownership or autonomy
Functional siloes
Old school marketing
Where we were
Automated
Agile and lean
Small batch,
short cycle time
Data driven
Cross functional
Owning it
Growth Hackers
Where we aspired to be
Old competencies New competencies
Growth as a structure
Before
PRODUCT ENGINEERING MARKETING
Moving from a Traditional to a Growth Oriented Organization - #GHConf18
AMER Regional
Growth Tribe
APAC Regional
Growth Tribe
EMEA Regional
Growth Tribe
Central
Growth Tribe
Growth as culture and talent
Data Analysis
Marketing/
Commercial
Engineering
Autonomy
After
COMMERCIAL GROWTH
MARKETER
DESIGNER ENGINEER DATA
SCIENTIST
Squad
1
Impact-driven, focused
on outcomes
2 T-shaped avid
learner
3 Agile & lean
mentality
6Product obsessed
7Customer focussed
5
Experimental
scientific method
4
Addicted to metrics
and data
Seven traits of growth talent
Analytics
Growthsensibilities
T-shaped skills set
Width of
knowledge
Depthof
knowledge
AMER
APAC
EMEA
Central
Evolution
Product and Engineering
Tribes
GrowthTribes
Organisational
Principles
More focus on fewer priorities, aligned to strategy
Distributed system of Growth & App expertise
• Products that think and deliver Growth from the start
• Products that are truly App first
à Blend Apps & Growth discipline expertise into all teams
One set of goals across Growth & Product
Consistency in Squad & Tribe formation
• Balance of Growth & Product for consumer facing work
Present
Remove siloes between
growth and product
embedding growth at the
core of product
Personalisation Tribe
Designed for
upfront
collaboration
Embrace the principle:
Product
=
Features + Channels
Growth Tools
50% of our product is our channels
Growth must be operated to lean
start-up principles
Growth Marketing must be scalable,
optimisable and sustainable
The achievement of Product-Market
fit must precede any
significant marketing investment
in any given market
PMF
Tool
AARRR Metrics
1
2
3
Score Trend by
Total Product Score
Product Market Score
Product Market Score
TTV Tool
Moving from a Traditional to a Growth Oriented Organization - #GHConf18
So what’s the impact?
Plenty of graphs like
these…
2014 / 01
Post increased PMF
Post TTV prioritisation methodology adoption
From big batch gambling to iterative and experimental
Post growth model implementation
A tale of two Dmitrys
SEO idea
New brief
Experiment on few
pages
Successful and
significant
Causal Impact Tool
50pages / month
11,650pages / month
We’ll finish by
2036
Old title – “Cheap flights to London”
New title – “Awesome and cheap flights to London”
Awesome and cheap flights to Moscow
Awesome and cheap flights to Malaga
Awesome and cheap flights to London
Awesome and cheap flights to Bangkok
Long
Expensive
Awesome and cheap flights to {{ city_name }}
Moscow
Malaga
Awesome and cheap flights to London
Bangkok
600 changes
1 change
VS
800pages
1 hour
Growth iceberg
Autonomy
Structure
Science
Learning
Flexibility Change
Hard Work
People & Culture
Lean Start-Up
Data
Experimentation
Agile Marketing
Growth Mindset
Quick Wins
Hacks
Cheap & Free
Tactics
Search
medium.com/@skyscanner
for more!
Contact me on Linkedin
@yarapaoli
if you want to join our team! J
Learn more about the
GrowthHackers Conference at
GrowthHackers.com/Conference

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