Growth Hacking is very often connected with lone wolf marketers or salespeople who come up with ideas then execute independently. In reality, this is not how things get done in an organization. A Growth Hacker needs to have a grasp of both sales and marketing techniques but also needs to work with the rest of the team to grow the business by connecting the sales and marketing team through Smarketing. Here are 5 reasons why Growth Hackers need Smarketing:
- Understanding the growth problem: Unless you are the founder of the company, you do not likely have a grasp of all of the potential challenges that a company is facing when it comes to growth. A Growth Hacker needs to speaking to all of the right people on the customer success, marketing, and sales team to understand what has been done, what is being done and what is needed in order to generate exponential growth. Lone wolf growth hackers will only have one perspective which is likely influenced by their experience. When including other team members you can get additional perspectives from the experience of the entire team.
- Creating KPIs: How do you know that what you are doing is working? The Key Performance Indicators for sales and marketing are traditionally very different. Growth Hackers can take this knowledge and create new APIs that meet the needs of the growth team. Evaluating the success of both marketing strategies and sales strategies that lead to business growth.
- Accessing the right tools: How do you communicate with customers? How do you build campaigns? How do you track metrics? How do you evaluate team members? The answer to all of these questions in most technology businesses is software. Unless you have an unlimited budget, which most of us do not have, you will need to use the tools that are given to you. Many larger businesses implement enterprise-wide tools that link various departments, but small organizations can usually only afford specialized tools or freemium tools. Knowing what tools are at your disposal and who has access to these tools is key in being an efficient growth hacker.
- Reporting: Who gets the reports? It is likely that the head of sales and the head of marketing have completely different reporting tools with completely different KPIs. They are not focused on using cross-functional tools and teams to deliver growth for the company. Identify the best way to get the information you need from across multiple departments so that you can have a high-level view of your initiative's success in one place.
- Sustaining the growth: Once you have executed on an amazing new growth strategy that delivers pipeline and revenue growth you will need to sustain that growth. That means monitoring the successful strategies and testing new strategies as well. This requires a new individual or team of individuals to manage the growth process. Hiring someone that has the creativity of a designer, the data of a marketer and the persistence of a salesperson is hard, but not impossible. This requires individuals that can sell their ideas but are not stuck on doing things the same way they have always been done. Someone that understands Smarketing and can reach across to multiple teams to define new strategies and execution plans.