Saket discusses in detail, the following points around growth and CRM teams.
Why breaking silos is important and how to break them?
What does a CRM team look like? How does it influence different business models?
What is the premise of a growth team?
Growth process and team setup?
How do you prioritize or choose between different growth strategies?
Hiring in 2020 with the role canvas.
4. Helping 550+ clients worldwide
attain massive scale
Recognized by
market research and industry leaders
55+ Billion
Events recorded per month
40+ Billion
Messages sent per month
500+ Million
User profiles processed
every month
Featured twice as one of the
highest-rated in the
‘Mobile Marketing Automation’ MQ
in terms of customer experience
Digital CX Competency partners
for achieving scale and innovation
with AWS
Vendor landscape for
Mobile Engagement Automation
solutions
5. Disclaimer
The opinions expressed in this presentation and on the following slides are solely those of the
presenter(mine) and not necessarily those of the company. LOVOO does not guarantee the
accuracy or reliability of the information provided herein.
6. Why breaking silos is important
Problem oriented: “I want to shine”
● Slow
● Lack of transparency
● Chaotic cross-functional collaboration
● Product-problem centric
● Task focus
Solution-driven: “We want to get things done”
● Fast
● Highly transparent
● Cross-functional collaboration
● Customer/User-centric
● Outcome focus
7. • Breaking silos means a free-flow of information that focuses on
achieving outcomes faster.
• Create a unified vision of team collaboration.
• Work towards common goals using collaboration tools.
• Communicate often and have a game plan.
8. • Move Fast and Create Outcomes
• Play, as a team
• Learn and Share Learnings
• Be Accountable
10. How do CRM teams look like?
• Team Captain
• CRM Campaign Specialists
• Subject Matter Experts - Analyst /Data Scientist,
email marketer
• Copywriter
• Designer
• Quality Assurance
• Cross-Functional/Cross-Departmental Teams
11. Defining a CRM team would depend on
your type of business
ENTERPRISE
SUBSCRIPTION
E-COMMERCE ADVERTISING
TRANSACTIONAL
SAAS
HARDWARE
MARKETPLACE
USAGE-BASED
15. Metrics to focus on
● Revenue metrics
● Revenue influencing metrics
● Growth experiment metrics
● Channel metrics
Common mistakes
● Only Channel metrics
● “Fancy metrics”
● Only marketing driven
16. Startup:
Yet to receive a product-market fit? CRM team is not required.
Focus on product growth → Revenue and paying customers
Growing phase:
Post product-market fit → Engagement, retention, and revenue
Growth phase:
Expanding really fast → Acquisition(referral), activation, and revenue
Enterprise:
Large corporates with 20 Million users → Channel engagement, retention, engagement, and revenue
Focus of CRM teams at different size and stage of
companies
17. Premise of a growth team, steps
of growth process, and more
18. Growth team
A Growth team’s core thesis is to:
1) Reduce friction.
2) Accelerate the value perceived by
your customers.
3) Influence growth in revenue.
MAIN STEPS OF GROWTH PROCESS
KPI
ANALYSIS
How you learn from your tests
to improve the next set of ideas
HYPOTHESES
How you develop targeted
ideas
EXPERIMENT
How you execute the ideas you
have chosen
PRIORITISE
How you decide which
ideas to execute
19. Growth teams in large companies
Independent model — Uber, Facebook Functional model — Twitter, Pinterest
20. Growth teams for
● Start up before product market fit not required
● Grown up after product market fit may not be required
● Growth phase is growth team is required
● Enterprise with multiple product categories / revenue streams, growth
team is required
21. How do you prioritize or choose between
different growth strategies?
● Impact on outcome metric
● Reach
● Effort / Time to market
● Risk
● Company / Quarter Goals
● Previous learnings
22. Recommended framework for hiring in 2020
Job description as a “Saket’s Role Canvas” format
● Purpose: Why does this role exist?
● Accountabilities: What outcomes is the role responsible for? Activities & Techniques: JTBD on tasks,
responsibilities.
● Behavior: Key capabilities of Emotional Intelligence, what characteristics should the person possess,
elements he/she will add to the team. “Team-Fit"
● First 120 days plan: Project/activities the new hire would focus on in the first 120 days after joining.
● Success metrics: How will you measure success in this role.
Skill assessment.
The decision: If you are not dying to hire the person, don’t make an offer.
Refer: https://www.linkedin.com/pulse/what-i-learnt-hiring-5-people-months-saket-toshniwal/
23. Summary
● Why breaking silos is important and how to break them?
● What does a CRM team look like? How does it influence different business models?
● What is the premise of a growth team?
● Growth process and team setup?
● How do you prioritize or choose between different growth strategies?
● Hiring in 2020 with the role canvas.