In knowledge work our tools are the processes we use to approach and solve different types of problems Andrew Chen, VC a16z, ex Growth Uber Morgan Brown, VP Growth Shopify, ex Facebook The growth process is designed to be a positive feedback loop, to find small wins and optimizations across the business and then compound those over time as fast as possible. Growth is about implementing a rigorous, customer insight and data-driven process with sustained effort to remove friction Brian Rothenberg, VP of Growth at Eventbrite Growth is not about the terminology or the tactics, it’s about a change in our mentality, process, and team. Growth has nothing to do with tactics, and everything to do with process. Speak to some of the world’s best growth leaders however, and you’ll discover they all talk about process. If you were to ask most marketing leaders what makes a great team, most would probably say people, some may say technology. Marketing project management and the technology paradox Ask most marketing leaders about the steps or actions taken to deliver on their goals, and there is a lot less insight. Processes are repeatable actions carried out by people to create predictability and efficiency. They’ll talk about new technology they’re exploring – from chatbots and process automation to artificial intelligence. TechnologyĪs a marketing leader about their tech stack, and they’ll be able to go into details about how HubSpot compares with Salesforce as well as their complete tech stack, from the marketing data warehouse to programmatic advertising, retargeting and ABM. Leaders will spend time on ensuring personal development, training, events, certifications and more. They’ll describe decisions behind team structure, and the specific details of hiring, and how people costs are often the largely item of marketing budget. PeopleĪsk a marketing leader about the people in their team, they’ll likely tell you how people are the most critical element of marketing team success. How people, process and technology interact is the key to improving outcomes and driving efficiencies. At the same time, the equation is complex won’t ever remain static, a change in one element requires the other two to respond in order to maintain balance. The back-to-basics approach emphasises how business success often comes from maintaining a balance between people, process and technology. The people, process, technology framework is often referred to as the Golden Triangle and visualised as an equilateral triangle to emphasise the balance between each element to create a strong foundation. It has become the classic framework to assess and improve team and organisational performance. Originating from the world of change management, and adapted from Harold Leavitt’s 1964 paper Applied Organisation Change in Industry, it has been adopted as a business practise “near-mantra” that is now widely used around the world in information technology, cybersecurity and management consulting. The People, Processes, and Technology (PPT) framework is widely used around the world to describe the 3 key elements of a successful company or team. In this article we look at the process of marketing project management, the history (and problems) of waterfall project management, and why agile marketing project management and experimentation is the future for marketing growth.
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