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How do you create an environment, with your fellow execs, that facilitates experiments in marketing? I'd love specific examples from personal experience!

  • DH

    David Hoos

    almost 3 years ago #

    Showing them the impact of high tempo testing with Twitter using from this (https://www.slideshare.net/seanellis/500-startups-high-tempo-testing-ellis-final-3-47660394) deck that Sean Ellis put together can be helpful.

  • AG

    Aaron Glazer

    almost 3 years ago #

    We interviewed Richard Eckles (@stitchard) recently about his journey in pitching growth and optimization to senior management! Lots of good tidbits in there that are relevant to your question.

    Biggest take-aways would be to drive lots of internal conversations, really do your research (then present it creatively), and think of innovative ways to involve all levels of the company. Have a read: https://blog.taplytics.com/how-to-build-an-a-b-testing-culture-from-scratch-992821f82486

  • JB

    Joseph Bentzel

    almost 6 years ago #

    Engaging with them as 'internal customers' is always a sober first step.

    Then it's not just a 'sales job on the boss' but an internal customer success exercise that resonates within C-level frameworks for scorecarding both growth, technology integration, and the marketing ops & systems spend needed to drive growth.

  • JM

    Joe Minock

    almost 6 years ago #

    I lead a small startup, GrowthHacking is something I'm familiar with, but I'm a novice at best.

    From my perspective, introducing Growth Hacking needs to be handled with tact and patience. It has great value for the organization, but it's also, to an extent, viewed as "voodoo" by those who don't understand it's value.

    My recommendation would be to carve out a small, measurable project that you know you can execute on. Set small, manageable goals, but not so small that when you blow the numbers out of the water, management thinks you're fixing the system. Once you've executed a few successful projects, you can take more on as trust is built.

    Personally, I view Growth Hacking as "Data-Driven Marketing". Granted there's more to the name than that, but it's less scary for neophyte C-suite members.

  • ML

    Miko Levy

    almost 6 years ago #

    I agree with @joeminock that if you'll be able to pull off a small, measurable, ROI positive test it will be much easier for you to convince them to invest.
    Having said that, creating these tests in a "non GH friendly" enviorment is tricky so I'd suggest you map the areas you think it will be the easiest for you to show success, and run the test there. Don't forget that this field is all about trial and error and a lot of small things that eventually turn into something big.
    On a sidenote, I think the term "Growth hack" is something that may turn off many C levels that are less familiar with that field (the use of the word "hack" is usually a negative thing)- so I would keep that off the table until you get their attention with results