The initial focus of a startup's growth team is usually on ramping up customer acquisition. This team doesn't remain static, though – it evolves as your company does.
Let's take a look at how this process may unfold.
At launch, the primary task of acquiring the first customers, by any means, falls mostly on the Founders. A Growth Advisor 🧙 can be a valuable asset at this stage, offering guidance on what to do (and what not to do!). Collectively, they form the 'core team.’
As the startup enters the traction stage, the quest for the first scalable growth channel begins. This is where a Growth Talent 👩🎓 proves invaluable – they're eager, adaptable, and guided by the core team.
Once the growth stage is reached, it's time to fully leverage your chosen channel. This is the phase where Specialists 👨🔧, such as SEOs, PPC experts, Designers, and Analysts, step in to maximize results.
Finally, at the scale stage, a Growth Lead 👩 becomes necessary. This individual steers the team of specialists towards a new growth goal and isn't hesitant to delve into hands-on tasks.
The team working on acquisition expands over time, beginning with the founders and eventually incorporating a mix of Specialists and Growth Personnel.
The level of Founder involvement typically decreases over time.
A Growth Advisor, with extensive growth experience, can provide strategic guidance and help prioritize efforts. However, this might not be necessary if the Founder possesses growth expertise.
Growth Talent refers to an eager individual filled with potential, who has a basic understanding of scalable channels, along with analytical and marketing skills. Ideally, this role should be internal.
Specialists are essential for making the most out of the channel. Make sure they are results-oriented and possess a growth mindset.
A Growth Lead can guide a team of specialists toward a growth goal. Knowledge of the channel, practical experience, and a willingness to take a hands-on approach is key. This role could potentially evolve from a Growth Talent position over time.
All these roles can be either internal or external, with associated costs and commitment levels to consider. Over time, it would be beneficial for more roles to transition in-house.
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