RustyBadger9

What do Growth professionals really do?

People with growth in your title, what do you actually do and how? What skills are needed?

9mo ago

LayMan

You'll not get a proper answer here. Growth sounded cool, so people and companies lapped on to it. It's just running internet ads. I see on other comments saying it's like mini ceo. Ye bhi mini ceo. Product bhi mini ceo. Toh bhai ceo kya karega fir.

chief

Stealth9mo

Check GrowthX. Their whole business is built on that premise.

Btw, Shrewd people would answer your question with ‘Spending money on Google and FB ads’ 🤦‍♂️

UsernameChecksOut

Stealth9mo

That's where people confuse growth marketing with performance marketing. What you've said in your 2nd line is performance marketing :)

NoisyGuy53

Stealth9mo

performance marketing is growth marketing.

Gems_Bond

Stealth9mo

Skills needed:

-Cross-functional Collaboration

-Market Research and Competitor Analysis

-Revenue Growth (identify new avenues + improve/optimise existing ones)

-Marketing and Sales Knowledge

-You are basically a mini version of CEO + knows how to crunch numbers/data and make tons of PPT

Corpdaaku

Student9mo

Cross functional collaboration is a skill? Genuinely asking.

Gems_Bond

Stealth9mo

Both skill and art.

Not everybody can do it.

UsernameChecksOut

Stealth9mo

There are two things: Growth Manager and a Growth Marketing Manager. Some say both are the same, or the latter is the subset of first, but no. They aren't.

They might have similar end goals - more customers, more money; but the process of reaching that is different.

I'm a Growth Marketer, and what I am trying to identify clearly is who the product is meant for/what problem the product solves (product-led), or who is the ideal customer that needs to use the product (category-led).

Then you strategize the best ways to "market" i.e. communicate/showcase them your product/solution and keep reiterating to increase customer acquisition. Beyond this you study which ones of these are staying back (retention), and why/how more can stay back (engagement); and how to get back lost customers (resurrection). That completes "holistic" growth.

You'll come across another fictional term called "Growth Hacking". If you hear it, let me tell you it's a scam. There is no hacking in growth. You need to understand customers, understand products, position yourself well etc. Growth hackers claim to just do quick trial and error in their methods till something works or breaks.

Plus, Growth Hacking is referred to as an individual role, which is bullshit because Growth/Growth Marketing can never be an individual. You have to work with product teams, engineering, solution architects etc. to get a true sense of what is right for the customer.