Greylock Partners

Growth Tools Survey Results !

Chris McCann Community @ Greylock Partners

Survey Background

• 30 participants!

• 40% B2B | 83% B2C*!

• Growth Team Sizes:13% 1 growth team member 37% 2-5 | 13% 5-1030% 10-25 | 3% 25-503% 50+

*companies can list as both B2B and B2C

Multiple Groups

Product

Marketing

Own Divison

Reporting Structure

• 37% of the growth teams are own division.!

• 30% felt growth should report somewhere other than where it is today. “Own division” most common.!

• Only 1/6 of companies with >100M users, growth is own division.

Acquisition Stack

Channel !!!!!!SEM

Attribution !!!!!!

SEO !!!!!!

ViralityReferral !!80%In-House!

Acquisition Notes

• Under appreciated channels - Outdoor, YouTube, Kik/Social messaging apps, Affiliates, List-Buys, incentivized traffic + retargeting.!

• Tools to look into - Branch.io, Yozio, !

• Tools all in disparate places - no single platform, many all mobile or web specific.

Retention Stack

CRM !!!!!27%In-house

Emails !!!!!!

PushNotifications !70%In-House!!!

Other !!!!!!

Retention Notes

• Retention stack is largely built in house - Keep user data safe and clean.!

• Retention is more company specific - Harder to productitize this portion of the stack.

Analytics Stack

Analytics !!!!!!

User Testing !!!!!!

A/B Test !!!39%In-House!

Dashboard !!!!42%In-House

Other !!!!!!

Analytics Notes

• Analytics and User Testing - 90% using 3rd party.

• A/B Testing and Dashboard - 40% and 47% internally built respectively.

!• Looker - Looks promising, many teams starting to try and adopt them

for both analytics and dashboards.

Miscellaneous

• Re-targeting - Adroll (13%) and Perfect Audience (13%)

• International tools - Largely translation services, OneSky and Smartling!• Size - Larger the user base the more internal tools are used for the full

stack.

Biggest frustrations with Growth process

• The need for internal alignment to roll out tools, code/implementation and then collect data across. Control over full stack.

• Many apps are not integrated across each other. Zapier/segment.io• *Lack of good cohort tools - GA• iOS/Mobile - not being able to iterate quickly. Lack of control/

transparency on app store pages.• Current metrics don’t predict the future. Optimizations don't scale

linearly and it is hard to see when the improvement stops contributing to the bottom line.

Greylock Partners

Growth Tools Survey Results !

Chris McCann Community @ Greylock Partners