1.
Growth Hacking Success
Setting and Achieving High
Impact Growth Goals
November 27, 2016

2.
Overview
• How goals help to drive sustainable growth
• How to pick the right high leverage goals
• How to achieve your goals with a proven process

3.
Problem with No Clear Growth Goals
1. Team out of sync
2. Wasted effort
3. Growth stalls

4.
Why Right Goals Matter?
• Keeps team focused on leverage
• Celebrate victories, avoid burnout
• Makes growth sustainable

5.
Impact of Right Goal at LogMeIn
• Problem
– “Activation” friction with new users
– Couldn’t scale beyond $10K/month
• Goal: Improve new user activation
• Result: Fixed activation, then same
channels profitably scaled 100X.
Today $2.5B
Mkt Cap

6.
Keys to Achieving High Impact Goals
1. Pick the right goal
2. Communicate specifics
3. Focus resources
(team and dollars)
4. Use proven growth
hacking process

7.
1. Finding Right High Impact Goals
• Supports broader
mission and goals
• Most leverage in
growth model
• Solves problems
Example Growth Model (LinkedIn)

8.
2. Share Specifics with Team
• Context on why goal is
important
• Baseline and target
• Timeframe to achieve

9.
3. Focus Team/Resources
• Limit short-term goals
(max one goal per person)
• Assign goal owner
– Passionate about the goal
– Committed to achieving it
– No direct financial incentive

10.
Rally Team Around Goal
Product
External
Channels
Promise
1st Experience
Ongoing Experience
Acquisition
Activation
Revenue
Retention
Referral
Marketing
PR
Support
Success
biz dev
Growth
Team

11.
GH Example: Achieving Objective
• Set aggressive 30 day activation goal for projects
• VP engineering expressed doubts, “negotiated” 45 days
for goal. Same day created new onboarding prototype.
• Exceeded goal in only 20 days with Eng. VP’s idea

12.
4. Proven Process for Achieving Goals
Analyze
IdeasPrioritize
Test
Goal

13.
Analyze the Situation
• Quantitative analysis
• Qualitative feedback
• Combine for insights
Analyze
IdeasPrioritize
Test
Goal

14.
Qualitative Example from LogMeIn
• 10% signup (90%+ drop off at
download step)
• Several A/B tests failed to fix it
• Asked: Why didn’t you download?
• Next test, 300% improvement

15.
Idea Generation for Goal
• Creative problem solving
• Weekly brainstorming
session for the objective
• Encourage anytime idea
input from anyone
Analyze
IdeasPrioritize
Test
Goal

16.
Create Ideas as Experiment Doc
• Include hypothesis, research, target lever
ICE Score 1 - 10
I - Impact
C - Confidence
E - Ease

17.
Prioritize in Weekly Growth Meeting
Analyze
IdeasPrioritize
Test
Goal
• Nominate ideas in advance
• “Pitch” team on next tests
• Decide based on resources
and expectations

18.
Only Use ICE to Nominate
Filter to objective Sort by ICE score

19.
Test to Impact Goal
Analyze
IdeasPrioritize
Test
Goal

20.
Improve Overall Testing Throughput
Twitter boosts testing tempo 20X GH boosts testing tempo 10X

21.
Analyze Tests and Report Progress
Analyze
IdeasPrioritize
Test
Goal
• Share how specific tests
impact goal progress
• Keep goal top of mind for
team
• Tests lead to new ideas

22.
Repeat to Achieve Goals
Analyze
IdeasPrioritize
Test
Goal

23.
Key Takeaways
• Goal setting critical for sustainable growth
• Focus on high leverage goals
• Communicate goals widely
• Follow growth hacking process to achieve goals

24.
Get a free trial of GrowthHackers Projects
at Projects.GrowthHackers.com
Growth Collaboration Software for Teams:
1) Set Objectives 2) Prioritize Testing 3) Organize Learning