An intro to Growth Marketing (and why it’s a game-changer)

Often mistakenly labeled as a type of marketing with Growth we refer to a cross-functional methodology that consists in creating processes to foster virality, usage growth and the scalability of a product through automated loops and recurring experimentation. The Growth methodology is more of a full-stack strategy as it doesn’t involve marketing solely but relate to a transversal work of different traditional teams within a company (typically marketers, POs, statisticians, engineers and designers) and it’s strictly woven in an unbiased decision making process based on a data-driven approach rather than intuition or human confidence that something is going to work.

The difference from the mainstream methodology (based on creating isolated customer lifecycle stages to help marketers and POs identify where to focus their efforts on and be bound to run quick actions with no margin of error to drive imminent results) is that the Growth Methodology is not about concentrating on a cohort of users or an isolated step of the funnel to pursue specific behaviour chasing short-term wins.

The pillar of this approach is structured on a loop-shaped growth model that involves ideation, prioritization, testing, learning (and failing, as a paramount phase to get to success). The Growth assioma focuses only on the north star metric that…