The Six Disciplines of Agile Marketing by Jim Ewel

Author:Jim Ewel [Ewel, Jim]
Language: eng
Format: epub
ISBN: 9781119712046
Publisher: Wiley
Published: 2020-10-13T00:00:00+00:00

Build a Team Dedicated to Validated Learning

Creating a process that enables you to run tens or hundreds of tests weekly requires dedicated resources. In my experience, this is best done by creating a cross-functional team dedicated to validated learning. The team includes members with expertise in, at a minimum, design, web programming, and product management. It may also include data scientists and experts in personalization and advanced analytics.

Brian Balfour, former VP of Growth at HubSpot, and Andrew Chen, a venture capitalist who coined the term “growth hacker,” recommend that growth teams have at least five members with five roles:4

Growth product manager—responsible for the testing approach and the roadmap. May lead the team (if they're not self-organizing) or play the role of marketing owner.

Growth engineer—implements the experiments, either by making changes to the product or by building or modifying web properties.

Growth marketer—decides which marketing channels to use, how to approach using the channel, and, probably, writes most of the copy.

Growth data analyst—analyzes the data and provides data-based insights to the team.

Growth designer—designs either the user interface or the creatives used in the testing. The emphasis is on rapid design and modeling, not on perfection.

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