Class Introduction Why You Need a Growth Team
I want to kind of address the question of why you need a growth team. Why do you need a team in the first place? I admit that this is likely preaching to the choir. The fact that you're here right now suggests that you believe at least to some extent that you should have a growth team within your business. But let's make sure that we can check this box. I love this quote from Bertrand Russell. "Work is of two kinds: First, altering the position "of matter at or near the earth's surface "relative to other such matter. "Second, telling other people to do so. "The first kind is unpleasant and ill paid; "the second is pleasant and highly paid." I hope to have a number of writer downers for you today, a writer downer is something we're like, ooh, that's good, I should write that down. The first writer downer that I would have for you is there's no greater leverage point in business than a well-trained, well-equipped human being who gives a damn. When I said, and I kind of had that damaging ...
admission. When I said like, business would be good if it weren't for the people. I was so wrong, because humans, people, they're the ultimate leverage point. I believe they're even greater than software. I believe that they're even greater than software. They have baggage, they come with their own set of inefficiencies, absolutely. But give me a well-trained, well-equipped human being who gives a damn and I think we can take over the world. In addition to needing a growth team because people are good, I also think we need a growth team because -- I'll tell you a little story about my dentist. Now, this is not my actual dentist, he's not quite this dreamy. Although, you know, decent enough looking guy. I had to go to a new dentist recently. My previous dentist retired, moved away, sold her practice. I need to find a new dentist. And, you know, and so I go to the dentist and it's like any other dentist appointment you've ever been to. You sit down in the chair, the hygienist comes in and they're doing all the cleaning and you know, stuff like that. And then, when you're basically done, but you still have like the bib on you, right? That's when the dentist comes in with the clipboard and just talks about stuff and they kind of poke around. I still don't know why they do that, but they do that right? We've all had this. The dentist comes in at the end, after the hygienist is done, has done the cleaning. The dentist walks in, got the little clipboard. Go and look in and went, all of a sudden he kind of paused, "Hey wait a minute, "are you Ryan Deiss? "Are you Ryan Deiss from the internet?" Which to think about that question, it was pretty common. I went, yeah. And I probably still had gauze in my mouth, yeah, right? Now that's weird, okay? Because I'm not famous, I'm not even internet famous. I'm like nothing famous. But here's this dentist in my hometown who was a subscriber to the Digital Marketer list, who had been to the Traffic and Conversion Summit and all he wanted to do is talk about marketing. And in that moment I remember thinking, this is not good. This is not good. I don't want my dentist to know who I am. For many reasons, but mostly, I don't want my dentist to know who I am. I don't want my dentist coming to our event. I don't want my dentist being interested in marketing. I want my dentist being interested in teeth. I want him stoked about teeth, loving teeth. Throw some gums in on the side, right? Mouth, general mouth region, I'm good with all of that. Dentists live in the mouth, right? That's where you kick it. I want to know that they're excited and passionate about that, not marketing. Right, not marketing. I believe as a company, if you want to grow and if you want to succeed over the long haul, your focus, especially as a business owner, as a founder, as the person who's leading the company, your focus needs to be on the customer. And on the product. Early on it's got to be growth. You're all you've got and if you don't sell anything, you don't eat, you don't grow. But once you've broken through, alright, once you've kind of achieved that escape velocity, once you've moved beyond that start-up phase, you have to shift as a business owner, as the leader of that company from someone who all they do is think about how are we going to grow, how are we going to grow, into someone who all they think is, how can we serve our customers? How can we shift the focus purely from growth into service? Purely from growth into product? I believe that that's where it's gotta be because at the end of the day, those are the ones that are going to win. We're really good at marketing at Digital Marketer. We're really good at marketing, but if our products weren't great, people wouldn't stay. In fact, the better you get at marketing, right, if you're really, really, really good at marketing, I say this all the time, the better you are at marketing, the worse your product, the faster you're going to convince the world that you suck. You have to be good, you have to have great product. Don't be the dentist when all they want to do is talk about marketing, be the dentist who bores the crap out of everyone, because all they want to do is talk about teeth. Because that's the dentist that's going to do the best work. For that reason as well, you need a growth team. If you want to be the leader of your organization, if you want to you know, drive it and guide it into the future, you need a growth team. So my goal for you is to convince you of the importance of building a growth team. Equip you with the tools and knowledge to actually do it. Because I believe long term, you need it.
It's a fact of life in the world of business: Sales and marketing teams just don't get along. But in order for a company to be successful, it's imperative to find a way for all parties to work together toward a single, overarching goal.
According to Ryan Deiss, founder and CEO of DigitalMarketer, the answer to this eternal conundrum is to develop a "growth team”—a cohesive unit that brings people together to minimize conflict and maximize revenue.
This course will take you through the step-by-step process of building a growth team, including how to establish an organizational structure, identify metrics and KPIs, and create meeting agendas. For companies wanting to take their business to the next level, this course is a must.
In this class, you'll learn how to:
- Identify the four roles and eight critical skills that define the modern growth team.
- Audit your existing team and fill in the gaps.
- Structure your team to maximize communication and accountability.
- Prioritize growth ideas and align your team to the same strategic goal.
- Develop the structure of growth meetings and decide on their frequency and who should be in attendance.
- Launch a growth team in both new and legacy businesses.
- Eliminate the conflict that's inherent between sales and marketing teams.
- Improve internal communication.
- Identify the metrics and KPIs that actually matter.