What a Growth Team Means for Your Success
Concepts like growth management, growth teams and growth hacking have been the topic of a lot of conversation over the last few years. Business leaders see the success of growth teams at companies like Facebook, and they want to replicate that model. In this post, we are going to take a closer look at what a growth team is and the types of professionals that work on them.
What is a growth team?
In a sense, every person at a startup should be focused on growth. However, different people focus on different aspects of growth. As an example, your marketing department works on growth by focusing on things like raising awareness and customer acquisition, and your product design team contributes to growth by designing products that people want to use.
With a growth team, a company brings people together from many different departments to approach growth management from a variety of angles. Depending on the company, the individuals on the growth team may differ, but generally, you would have people that specialize in things like data science, engineering, design and marketing. These individuals all come together to use experimentation and analysis to solve problems and develop strategies for growth.
The exact structure and the staffing of a growth team can vary depending on the company, but there are certain types of professionals that often work on them. The following are a few of the members that you could expect to find on a growth team:
This person acts as the head of the growth team. The name of the title might be different at some companies (Growth Manager, Head of Growth, etc.), but the function is the same. This person is responsible for setting the OKRs, the pace of experimentation, and they set the direction for growth management initiatives.
The product manager takes ownership of the product and they oversee the implementation of product features. A good product manager will know how to work across different teams, and they will be able to pull together the resources and individuals that are needed to run different experiments.
Some companies may have engineers as permanent members of the growth team, while others may just assign engineers to the team on an as-needed basis. The engineer is going to write the code that is used to run the various growth experiments, so it can be helpful to have an engineer as a permanent team member.
A growth team is going to need to be able to analyze data to find the insights that will inform growth. Most of the professionals on the team may understand analytics from their end of the project, but they might not be able to bring it all together to find the deeper insights.
A good data analyst will understand statistics, they will know how to bring multiple data sources together to find insights, and they will also have a knack for asking the right questions about the data. Additionally, they will know how to use and apply data analysis to find the answers.
Marketing specialists will have an important role on the growth team. Some organizations might assign one marketing professional to the growth team, and others may bring in different channel specialists as they are needed. If there is a single marketing professional that is a permanent member of the team, they should understand the company’s primary growth channels and the different experimentation models that can work in those areas.
The product designer is going to be responsible for designing the different product features that will be tested. They should have a strong understanding of the user experience, and it can be helpful if they have insights into consumer psychology.