Having worked systematically with Growth Engineering the last year we now start to see results as well as pitfalls. The reason why we did these changes is the changing media consumption patterns and our need to reach target groups that don’t yet have a relation with SVT.
“You need the kind of objectivity that makes you forget everything you’ve heard, clear the table, and do a factual study like a scientist would”
Working with development we are used to user-centric development using user experience testing, a/b-testing, slow rollouts etc. The main reason is of course to experiment and learn fast.
Still we only got half-way working with development alone. To really meet the user we realized we had to work with content, publication and marketing in the same way.
Working with great people, most of the issues have been, and still are, aligning different organizational departments towards the same goals. How can we get all organizational silos to work towards the same target group on a operational level?
We have experimented with gathering people in workshops, moving people together and working with Growth Engineer as a bridging role.
One team has tried out a Growth meeting as a way to focus on for example user acquisition and retention with a multidisciplinary perspective experimenting with development, publishing plans and marketing.
This helps us to:
- Quicker understand if we don’t have a market fit
- Faster meet the user needs and create a continuous dialogue with the users
- Find synergies between disciplines
- Get better goal alignment and knowledge sharing
- Get more productive idea generation
- Reach out and find our target audiences, wherever they are…
Although this is still work in progress we believe the following to be success factors in this change:
- Bridging cultural differences – processes and truths from each discipline may not work in different context, you might need to abandon some of your own truths
- Alignment around common goals – disregarding organizational barriers
- Keeping goals and results visible to everyone through for example dashboards – and discuss these
- Increasing focus from strategic to operational analysis – to react and learn quickly
- Experiment for validated learning – not only around product development but also around marketing, processes and organization
- Management and sponsor buy-in – makes lifes easier as always
One step on the way, but a long way to go. Do you have a similar experience, don´t hesitate to share your thoughts…