Growth-Hacking Isn't Just For Startups

Apr 16 2014, 1:56pm CDT | by

This month, BrightTALK and I launched a new thought leadership video interview series.  In the “Disruptive Innovator Interviews with Christine Crandell” channel, I interview C-suite executives to discover their sales and marketing secrets, the emerging trends they’re following, and what advice they have for managers to build their own high-performing organizations.

The inaugural guest for the 30-minute video interview series was Greg Ott, vice president of marketing for IntuitQuickBooks, discussing the merits of Growth-Hacking.   A big-thinker, Ott has been on the forefront of building nimble organizations that drive growth.  The topic of growth-hacking was a perfect fit for him.

Uber, Airbnb and other shared economy companies are often cited as prime examples of Growth-Hacking where the product’s experience and design is the primary engine of growth; not traditional out- and in-bound marketing. Held as the new model for marketing or anti-marketing depending on which side of the camp you’re on, the common belief is that this is something just for start-ups.

According to Ott, Growth-Hacking is a new take on an old idea – simply put, it is about finding a better, more efficient way to drive growth.  Hacking is about rethinking whatever would be considered traditional approaches, and coming up with completely new ideas.  For smart marketers, hacking is still a means to an ends – a company’s best marketing is a great product with happy customers.  These are foundational concepts that now live in the social world. It’s no longer feasible for companies to have marketing programs that are decoupled from the core use of the product or activating customers as the brand’s most powerful advocates.   Marketers need to work more deeply with product teams, know their customers, and get very dirty playing with data and models to inspire new ideas.

On the surface that all sounds idyllic but in reality that means change and we all know how much each of us, personally, loves to embrace change we didn’t think up.  I asked Ott how companies get in front of change. His response wasn’t a litany of change management tactics but some very simple advice – “walk in the customers’ shoes”.  Once companies understand their customers, what’s relevant, how they make decisions and how your solution fits into their outcomes, then understanding change and the path through it becomes easy.

Yet companies give only lip service to knowing their customers to the level that Ott described.  In the companies that embrace Growth-Hacking, change becomes everyone’s job just as it is every role’s responsibility to sell and to market.   Companies with cultures that encourage employees to take risks because they know the customer intrinsically, don’t penalize or stigmatize failure as long as there is learning, develop leaders that inspire organizations and reward employees for acting “outside-in” and embrace change are today’s and tomorrow’s leaders.   These are the growth engines.

To hear the rest of this thought-provoking interview including Ott’s take on the role of technology in customer relationships, what Intuit is doing, and his advice for listeners, tune into the interview at the BrightTALK channel “Disruptive Innovator Interviews with Christine Crandell”.

 
 

Don't miss ...

 

<a href="/latest_stories/all/all/30" rel="author">Forbes</a>
Forbes is among the most trusted resources for the world's business and investment leaders, providing them the uncompromising commentary, concise analysis, relevant tools and real-time reporting they need to succeed at work, profit from investing and have fun with the rewards of winning.

 

blog comments powered by Disqus

Latest stories

Indian American scientist develops path to brighter LCD displays
Washington, Nov 24 (IANS) Researchers led by an Indian-American have developed a polarising filter that can result in mobile device displays that last much longer on a single battery charge and cameras that can shoot in dim light.
 
 
Xi Jinping-Peng Liyuan love story goes viral on internet
Beijing, Nov 24 (IANS/EFE) A music video that tells the story of the deep love between Chinese President Xi Jinping and his wife Peng Liyuan has gone viral on the internet with more than 22 million views in a week, the People's Daily reported Monday.
 
 
Italian doctor contracts Ebola in Sierra Leone
Rome, Nov 24 (IANS) A doctor working for a voluntary organisation in Sierra Leone has become the first Italian to contract Ebola, media reported Monday.
 
 
Complete fossil of small dinosaur found
Seoul, Nov 24 (IANS/EFE) South Korean paleontologists have found a complete fossil of a small dinosaur in rare condition, the first such discovery of its kind in the country, according to the National Research Institute of Cultural Heritage in Seoul.
 
 
 

Latest from the Network

Turkey rejects easing relations with Egypt
Istanbul, Nov 24 (IANS) Turkish President Recep Tayyip Erdogan said Monday that he rejected the reconciliation efforts for friendly relations with Egypt. Turkey does not accept the legitimacy of Egyptian President...
Read more on Politics Balla
 
US defence chief Chuck Hagel forced out
Washington, Nov 24 (IANS) In a surprise development, US Defense Secretary Chuck Hagel resigned Monday reportedly under pressure amid criticism of President Barack Obama's national security team over how to deal with...
Read more on Politics Balla
 
Bette Midler slams 'silly' Ariana Grande
Bette Midler has slammed Ariana Grande's ''silly high voice''. The 68-year-old actress hit out at the 21-year-old star's sexy music videos for being ''silly beyond belief'', and insists the 'Bang Bang' hitmaker's...
Read more on Celebrity Balla
 
Demi Lovato: Me and Miley have nothing in common
Demi Lovato insists she and Miley Cyrus won't be friends again because they have nothing in common. The 22-year-old singers were good pals during their rise to fame but the 'Heart Attack' hitmaker admits that while she...
Read more on Celebrity Balla
 
Indian American scientist develops path to brighter LCD displays
Washington, Nov 24 (IANS) Researchers led by an Indian-American have developed a polarising filter that can result in mobile device displays that last much longer on a single battery charge and cameras that can shoot...
Read more on Politics Balla
 
Kohl's Black Friday Sale launched Online
The Kohl's Black Friday 2014 sale starts at 6pm on Thanksgiving Day in stores, but has launched now on kohls.com. Kohl's offers again the popular $15 Kohl's Cash on every $50 spent in this year's Black Friday sale. This...
Read more on Black Friday Countdown
 
Brenton Thwaites for Pirates of the Caribbean: Dead Men Tell No Tales
Brenton Thwaites will star in 'Pirates of the Caribbean: Dead Men Tell No Tales'. The star will play the role of British soldier Henry, beating fellow actors such as Ansel Elgort of 'The Fault In Our Stars' and George...
Read more on Movie Balla
 
Josh Hutcherson 'moves on' from young adult movies
Josh Hutcherson wants to ''move on'' from young adult films like 'The Hunger Games'. The 22-year-old actor - who has starred in four films based on the dystopian 'Hunger Games' novels since 2011 - plans to explore other...
Read more on Movie Balla
 
33 IS militants killed in Iraq's Mosul, two towns retaken (Roundup)
Baghadad, Nov 24 (IANS) At least 33 militants of the Islamic State (IS) died Monday in the Iraqi city of Mosul and the surrounding area, including a leader who was responsible for the sale of kidnapped Yazidi women,...
Read more on Politics Balla
 
Jailbreak in Argentina, 32 inmates escape
Buenos Aires, Nov 24 (IANS/EFE) Thirty-two inmates escaped over the weekend from a police jail in Rosario, a city in central Argentina, police said Monday. The inmates broke out of the jail Sunday by threatening the...
Read more on Politics Balla