What part of the AARRR funnel do we want to focus on?
Do we have sufficient data to run experiments?
Are we able to iterate quickly on the problems?
Do we need to invest in a flexible infrastructure?
A Growth team is a cross-functional group of people that applies a scientific approach to improving KPIs. They can work on any part of the user journey and cover the entire AARRR funnel – their focus is defined by the set of KPIs that the organization would like to improve.
A Growth team will pick a problem to solve, then design and run a set of experiments to improve things. They look very much like their own organization, except that their mandate is to be a catalyst for other teams.
OKRs are particularly useful here as they'll help narrow down the scope of their work in any given quarter.
You'll find below an example built around a fictitious company. Your OKRs should move from quarter to quarter and map to your company's reality – that's why we thought it's best to illustrate things as a case study that you can take inspiration from.
Askawoof is a startup building a platform to help companies run customer satisfaction surveys. The Product team is busy doing core changes on the onboarding to reduce churn, but they know that this will take some time to pay off.
Askawoof still needs to increase usage, and they turn to the Growth team to improve the virality of the product.
Be mindful of large projects and long-running experiments. Growth teams are metrics-driven, and it's essential to measure progress every week if you want their work to be effective.
Split big initiatives into smaller tests. And don't forget to invest in having the right infrastructure to support the team. A good Growth team should operate in parallel with others without blocking or constraining the rest of the organization.
Accounts are expanding to a second user faster
New users inviting their team in the first week goes from 5% to 25%.
40% of customers have set up the automated invites process.
Get 30% more organic visits to our NPS guide
Turn content into a lead-generation machine
Increase content click-through from 1,500 to 3000 clicks monthly
25% of our customers find us through content (vs 12% today)
OKRs won't be of much help if you're not keeping an eye on them. Staying focused and aligned starts by adopting a simple routine with the team.
Start your Monday by looking at outcomes first (OKRs) and then outputs (roadmap). This will make sure that roadmaps discussions are centered around the most pressing issues.
A common mistake for tracking OKRs is to use a table where you replace values in cells with the most recent update.
Not seeing trends can give you a false sense of security. You may be above the target line today, but the overall trend might be going the wrong way. So make sure that you have a simple way to understand if you're getting off track.
A simple progress chart can do wonders to help you understand if you're getting off track.
OKRs will most likely cause friction as you expand their use within your organization:
You can greatly simplify things by adopting a platform like Tability that will automate most of the OKRs tracking and make progress easy to see.
If you’re looking for some inspiration, here are some example of metrics that can be relevant for your Key Results.
How many sites link back to your content?
Where do you rank on specific requests?
Indicates how likely your website is to rank high in search results.
How often your content is shared online.
Cost Per Acquisition is the cost of acquiring a non-paying user.
How many people are visiting your website, and how often do they do it?
How do people interact with your content (it can be anything, from visits to specific sections to conversations in Intercom…)
Rate of engagement with specific actions.
How many users end up being interested in what you have to offer (demos booked, signups)
Similar to click-through, but generally associated with a tangible result (signup, purchase…)