It's not easy to switch mentality to Agile Growth Marketing, with all the transparency it requires and the consistency it needs in order to bring results. It requires plenty of time to invest in experimenting and ideation, along with analysis of past experiments and a mindset of really knowing what works. The team should also be patient - the more you experiment, te more experiments will initially fail - which of course is a good sign, it means that you are going outside of your comfort zone - but it brings the best results mid-long term. Always. Never fails.
You might know about What Agile growth marketing is if you follow Hypertry blog - we explain it and evangelise it all the time, since we really think its the best possible methodology to follow - but what actually gives you the results is the way your team approaches the work and the methodology. You can have a small team but if every single member is agile and focused on fast execution, you'll be on the right track.
In past 5 years our consulting team of agile growth marketers and growth hackers had the pleasure to work with over 50 different teams all willing to embrace the challenge and set their mindset towards growth culture. Based on this experience, we decided to share this short guide that, when followed properly, really smooths the process and puts everyone on the same page.
1. Select a mature team
Lack of experience doesn't correlate with lack of results, but maturity and the right mindset do. The team should include only individuals who are mature and talented: avoid high-egos, aim for excellence and growth for every single team member. They should be able to come up with new ideas, find a way to execute them without constant bottlenecks and deal with energy and can-do attitude all the failed experiments they're going to encounter.
2. Set smart goals
Be practical while setting the goals with your team. Do not overdo anything and never confuse. You can not evangelise North Star Metric approach and then applaud a campaign that delivers only vanity metrics. Be realistic and start with small quick-wins rather than important compromises that may seem unrealistic. If your team feels like the agile approach is setting them up for failure, they will avoid the methodology alltogether. Don't expect exponential growth on day 1, rather set up for a 2-5% metrics improvement in a consisten way, but do track results consistently and focus heavily on learnings.
3. Get clear deliverables
From start, be clear with the team about what are the deliverables of every experiment: you should expect a fully prepared and executed one and the team should come prepare for the weekly meeting with list of results and learnings to discuss. Everyone should prepare experiments they were working on during the week and you should treat the meeting as a way to get all the ideas together and comment on results in a constructive way.
4. Give the team the autonomy to make certain decisions
While following the process of Agile growth marketing the team goes through many hurdles, failures, and finds new ideas and opportunities. If you give your team the chance to make the changes to experiments, pivot as they learn and autonomy (and budget) to make their own decisions, you will see that they will not only be more motivated towards achieving results and sharing success, but also far more enthusiastic about the change of mindset, which, since requires full transparency of actions, sometimes can be difficult to change. Allow them to create new ideas, and to analyze the results which can be either positive or negative: that's fine. Remember: 98% of experiments will either fail or become zombies, so make the team proud of closing experiments even if they're all in red.
5. Trust is everything
If your team knows that you trust them to make the right decisions without constant need of explaining their way of work of asking for permission, they will be more likely to contribute with great ideas without the fear of failure and will be happier working on your project. Trust is everything.