What we cover in Episode 24
How can fast-growing SaaS companies apply growth principles across their marketing team?
Ferdinand Goetzen is the chief growth officer for Recruitee based in Amsterdam who has over 40 employees and are growing fast.
We talk to Ferdinand on:
– How he is structuring his marketing team for growth
– How he is applying growth principals to all marketing goals, e.g., lead generation, branding, and not just product growth.
– How he works with his product and engineering team to drive product-led growth
It’s the perfect episode if you want to start applying growth principals to your marketing teams and structure them for success.
Enjoy the episode and happy growing.
When Ferdinand thought about how he should structure his marketing team for growth, he considered what growth even meant.
Recruitee segment their marketing team into three areas:
a. Lead Generation: In an early stage SaaS company leads are such an important metric to ensure the company keeps growing. Generating leads for the sales team is usually one of the highest priorities you can have.
b. Branding: To be successful in the long-term brand is a significant investment to make. You may not be able to control how platforms like Google and Facebook change their algorithms and affect your growth, but you can work to create delightful experiences, so people spread the word about your product.
The branding team at Recruitee focused on three core elements of the brand:
c. Product Growth: In Recruitee, product growth includes product marketing, onboarding and paid marketing. It’s a function shared across marketing and product.
We’ve talked about this circle before; no one team can drive real growth. Your big growth wins are usually the result of teams collaborating around a defined set of metrics.
It’s important you establish how teams will work together around clear goals regardless of how big your company is. At Recruitee:
After you’ve agreed on a plan, the other important thing to decide upon is how the work gets done. For example, do you have a separate development team to work on growth driven projects or do all requests go through the same development queue?
Lastly, like a lot of other companies we spoke with, experiments in Recruitee are not owned by any one person. Everyone is encouraged to take ownership of their ideas.
Autonomy is the best way to scale ideas within a company.
In a growing company, every resource is precious. That means you need a model to decide on how work gets prioritized.
There are countless models to help you prioritize growth experiments and initiatives, so what does Recruitee use?
Near all models cover similar concepts. In particular, accessing the potential impact of the experiment, have you ever done something similar to this before, if so, you should have some idea of the effect. You also need to grade based on the available resources required to implement it, and if it’s successful, how scalable is it.
However, the urgency isn’t a parameter you see in a lot of models, so how do Ferdinand and his team use this?
The above are some of the highlights from the interview. For a more in-depth version please do listen to the rest of the podcast.
And until next time, happy growing!
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