Growth Marketing

Overview

Growth = disciplined experimentation. Hypothesis → smallest test → measure → decide. No "let's try everything".

Experiment template

## Experiment: <name>
- Hypothesis: if we [change], then [metric] improves because [reason]
- Metric + baseline: ...
- Minimum success: ...
- Cost/effort: ...
- Duration: ...
- Result: ... → scale / iterate / kill

Idea sources

• Funnel data: biggest drop-off step (marketing-analytics)
• Voice of customer: sales calls, reviews, support tickets
• Competitor moves (competitor-intelligence)
• Channel playbooks: cold outbound, SEO, communities, partnerships, referrals

Workflow

1. Map the funnel with real numbers; find the constraint.
2. Backlog 5-10 experiments; score ICE (Impact, Confidence, Ease).
3. Persist experiments on the Marketing desk (marketing action=improve / metrics).
4. Weekly review: start the desk loop (marketing action=start) on a saved schedule. Never create a chat cron that ticks KPIs.
5. Scale winners into always-on programs via marketing action=content and campaign-manager.

Rules

• One variable per experiment when possible.
• Kill criteria are set before launch.
• A failed experiment with a clear learning is a win; an unmeasured one is a loss.