How To Structure a Growth Team For Your Company’s Future
Everything we do here at Conscious Mentor centers around this thing called the Customer Value Journey. It is designed to take prospects and customers from a complete cold lead, who knows nothing about us, our brand, or our products and services, and lead them through stages where we build strong relationships of trust, until they eventually become our biggest brand ambassadors.
The overall question we are always asking ourselves as a company at every stage is “How do we as a company take people who don’t know who we are, who are total strangers, and transform them into better versions of themselves, and raving fans?”
That is the ultimate goal.
When you center your business around the customer value journey, it allows you to organize everything within your company. It allows you to step back and see the bigger picture and to instantly know where your strengths and weaknesses are within your marketing collateral.
It allows you to prioritize.
Maybe as a company you are really great at creating awareness of your brand, but you’re just not converting the people who come to your website into leads. At that point you would be concentrating on the question, “What’s going to get us more subscribers?”
This customer value journey allows you more importantly to organize your TEAM. When you completely understand it, you will understand who needs to be on your team. Where the gaps are that are missing from that team. The skills that certain members of your team need to get better at. And where you don’t need to focus as much.
The businesses that succeed in the future will be the ones that commit to having good, solid marketing professionals, and who are working with great outside marketing agencies and digital channels, so that the business owners can spend 80-90% of their time focusing on products, and making their customers smile.
FACT: Sales and marketing have changed.
It used to be a clear distinction. Marketers got the leads and salespeople knocked them down.
Now, they’ve changed in a way that they now need to work more closely together. Marketers are now responsible for demand lead generation, and for closing sales.
ECommerce has made that happen.
Most companies now consider their “sales team” a website. And simultaneously, salespeople are now being asked to be more consultative. They’re being asked to be influencers. To bring content to the table. Sales people are being asked to become marketers.
There is an encroachment of territory, and no one has figured out a new model to deal with it.
How To Build a Growth Team in Your Organization
Step 1: Align Job Titles to Show They Are Different Positions on The Same Team.
If you have ever played on a sports team, then you understand this distinction. Regardless of a person’s position on a team, they all work together towards the goal of winning. No one person is better than another, or more valuable than another.
If you lost as a team, you would never brag about your individual status.
In the old model you had marketing, sales, and support. And marketers hated sales, sales hated marketing, and support hated everybody.
If something went wrong, there was always someone to blame.
The New Model
Goodbye ‘Sales’, ‘Marketing’ and Customer Support’…. Hello Growth Team!
Here are the 4 roles that should be on every growth team:
- Content (blog posts, videos, search, lead magnets, social, community management)
- Acquisition (traffic campaigns, landing page optimization, email promotions)
- Monetization (sales, copywriting, partners/affiliates, ecommerce, business development)
- Success (customer support, account management)
And this growth team works towards ONE common goal…. The end result is not a ‘happy’ customer, but a successful customer.
Marketing is no longer marketing. It’s now Acquisition. Sales is now Monetization.
This distinct name change is how you to take 2 separate teams and separate positions and put them on ONE team.
Marketing doesn’t just stop because the sale was made. Our desire for growth doesn’t stop just because the sale is made. That’s why we have success as a part of the growth team.
4 roles- 1 team
Within our company we have 3 distinct departments. We have product, we have operations, and we have growth.
Product is uniquely responsible for making the customer happy, for producing amazing products and/or services. They are beholden to no one. They don’t make the products that the growth team thinks necessarily are the best. They will take insights from the growth team and create what is amazing. Products that make sure our people are not just happy- but successful.
Operations are responsible for making sure the bills get paid.
The growth team is responsible for growing the business and growing revenue, and growing more successful customers.
Think about your organization. How could you restructure things to better align your team? And this goes for outsourcers as well.
Step 2: Align Your Growth Team to The Customer Value Journey
Make your team know where they sit as a function to that customer value journey.
The growth team isn’t just in charge of growing revenue.
Their job isn’t to make more money. It’s to make more successful customers. When we do that, the money will follow. People will talk about us, acquisitions will go down, and our brand will increase.
“Advertising is the price you pay for having an inadequate brand.”
Brands are only built as a result of advertising, and as a result of awareness. You can’t have that without the other. But if you focus on making your customers more successful, you will build a great brand.
So growth team owns the entire customer journey! From strangers to fans. From a less desirable before state, to a more successful after state.
Let’s take a quick look at the Customer Value Journey:
- Awareness: Prospects see an ad, find you in search, hear about you via referral, etc. This is where advertising is helpful.
- Engagement: Prospect reads a blog post, engages in social media, watches a video, etc. They begin to engage more with you and your brand.
- Subscribe: Prospects opt in to receive gated content. They are saying, “Yes I already know that what you’ve delivered is valuable and I want more of it.” They have given you their permission to follow up with them and show them more products and services, and to further show them how you can help them become more successful.
- Convert: Prospect makes a small purchase or schedules a demo. This is when the relationship makes a fundamental shift. They go from being a prospect, to being a customer or client. Powerful.
- Excite: They’re getting value from your products and services and now they are excited. They’ve seen little victories by using what you are offering. If they don’t get excited about where they’ve been, they will not ascend.
- Ascend: We are making our core offer, making additional offers. This is where the customer says, “I’m having a good, positive return on my investment, I want to invest more in you.”
- Advocacy: Our successful customers are giving us testimonials and case studies. They begin to help our business grow by showing others that we can help them become successful too.
- Promotion: Successful customers tell their friends about you actively. They become your affiliates, your referrals, your value-added resellers. They love you so much they want everyone they know to have the same great experience they have had with you.
Which of your teams is responsible for each of these areas?
- Awareness: Acquisition & Content. They are the ones starting the conversation and getting some virality.
- Engagement: Content & Acquisition. The acquisition team runs the retargeting campaigns.
- Subscribe: Acquisition & Content
- Convert: Acquisition & Monetization
- Excite: Content & Product
- Ascend: Monetization, then monetization & acquisition work together.
- Advocate: Success & Content. Some of the best lead magnet ideas are coming into your customer care department. Some of the most important questions that could ever be asked, are being asked to customer care. You take those and turn them into content.
- Promote: Success & Monetization
And it’s not just about organizing your tactics. It’s about getting everyone on the same page. It’s telling them ‘this’ is what your job is. ‘This’ is what we are going to measure you by.
When your people know where they stand on this journey canvas, they’re going to have more confidence in their job. You’re going to have much better morale throughout because they’re going to know what it takes to succeed.
Step 3: Align Metrics to Allow For Hand Offs…. Not Conflict.
If you don’t change the way people are measured, you’re never going to change their actions and activities.
Content: Organic visitors, social growth, number of podcast downloads, etc. Leads and sales are not attributed to the content team. Their job is to make amazing content that gets shared and keeps people engaged longer.
Acquisition: Number of leads, number of “converts”, return on ad spend. We say, “here’s how much you have to spend, spend it wisely to maximize leads and conversions.” This team is measured by ‘unit’ goals, not revenue.
Monetization: Products, sales, saves/recoveries and revenues. Churn recovery.
Success: Total tickets answered, average response time, customer satisfaction score, NetPromoter Score, Customer Stories/Testimonials, etc.
As an added bonus, I also suggest you close out each day or team meeting by having customer success stories share throughout the growth team. Because we always want to remember, “THIS is what we are here to do. This is all of our jobs- to produce more of these.”
When you structure your teams like this, it makes running larger organizations a breeze. You actually don’t have to manage it much. It virtually runs itself because everyone understands their place in the bigger picture, they understand their roles, and they understand what they are being measured by.
So even if you don’t meet your monthly goals, you know exactly WHY and you know how to fix it, and your team should already know how to fix it, and have a solution in place before you even have to ask them about it.
Step 4: Leverage Cross- Training to Establish a Shared Vocabulary
You want to create a shared vocabulary and a shared respect. The goal is to have teams that know everything about what they do, but also know enough about what everyone else is doing to be able to speak the same vocabulary and have empathy.
Vocabulary and empathy are the keys to communication. If there’s a breakdown in communication in any relationship- you’ve lost one or both.
The key to building vocabulary and empathy is cross-training. You have your acquisition team see what it really takes to build a content plan and they will have more respect for that person or team. When your acquisition team sees how difficult it is to write sales copy, they have more respect for the copywriting team and content team.
All members of the team must understand basic strategy of the other teams because we want them to know what people are talking about when we say terms like lead magnets, tripwires, and entry point offers.
This creates shared goals, shared vocabulary, and shared respect.
Everyone (including the customer success team) understands the role they play in the customer journey.
We have everyone in our teams take the certification programs at DigitalMarketer HQ and cross train with other departments.
Our Content Team:
Content marketing specialist certification
Search marketing specialist certification
Social & Community Manager certification
Our Acquisition team:
Content marketing specialist certification
Customer acquisition specialist certification
Analytics & data specialist certification
Our Monetization team:
ECommerce marketing specialist certification
Email marketing specialist certification
Optimization & Testing certification
Success Team (Customer Support):
eCommerce marketing specialist certification
Email marketing specialist certification
Social & Community management
The goal: Everyone takes everything. I want everyone to understand what everyone else is doing.
When you align everything to the value proposition, you end up creating a brilliant team of rockstars that wake up everyday looking for new ways to grow your business for you.
Take a look at your current organization. How can you restructure things to unify your departments towards ONE team, ONE goal? I promise you, if you do this- you will see significant results not just within your company and teams, but also within the way your customers respond to you. You will see happier, more successful customers, and THAT is what grows businesses.