Don't call it a Growth team

Joni Lindgren and Jasmin Yaya answer a question from the Facebook group “Product Owners & Agile Coaches” in this episode of Datadrivet. How do you start a growth team? Joni’s first piece of advice is the episode title. Don’t call it a growth team.

The team’s job is to experiment widely to find out how the product can grow. In some organizations, testing and experimenting reads as playing around. In others, “growth team” lands the wrong way too.

So the hosts lead with the problem and the shape of the team instead: we need to solve our problem of growing, so we need a cross-functional team.

On where the team belongs, the hosts make the case for putting it under Product rather than Marketing. The work leans on analysis and technical skill. Staying user-centric is easier when you are measured on product metrics rather than marketing metrics.

On where to start, the hosts recommend Activation and Onboarding as the focus of the first experiments.

Listen to the full episode of Datadrivet for the walkthrough of how to set the team up.