Celebrating the first anniversary and sharing The Holistic Growth Playbook
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As a gratitude for this milestone and as a gift to everyone, we have created “The Holistic Growth Playbook” – a reflection of industry trends, conversations with guests, and a special takes from respected industry experts.
Brought to you in interactive format with a support of genbrand.design
The Holistic Playbook
for Product-led Growth Teams
Learn from best-in class leaders
The Story Behind Loom Growth Culture
Janie Lee
Head of Product @Loom
How Canva Creates Magical PLG culture
Iain Dowling
Growth Design Lead @Canva
The Role of Design and Non-linear Paths
David Hoang
VP of Design and Marketing @Replit, ex-Webflow
Becoming a Leader and Data-informed Culture
Jenny Chang
Head of Design @Amplitude
Pricing: Best Practices and Dark Patterns
Rob Litterst
Senior Manager, Marketing @HubSpot
The Evolution of Growth at SurveyMonkey
Bradley Belford
Director of Product @SurveyMonkey
Why PLG Doesn't fit All
Emily Wang
CEO @Bento, ex-Product Manager @Intercom
All the Truth about User Onboarding
Phil Vander Broek
Co-founder @Dopt, ex- Head of Growth Design @Dropbox
Playbook Preview
Chapter I
Building high-performing
Growth Team
With insights from Canva, Loom, Amplitude and more. Discover when and how to build a high-performing Growth team Learn about key signals, team structures, and hiring criteria for success. In this chapter, we’ll cover:
When it’s the right time to introduce a Growth team
Top-5 Signals for Starting a Growth Team (based on survey insights form 100+ companies)
The evolution of Growth teams structures from Startup to Scale-up
Hiring Criteria for Growth
Chapter II
Emerging Challenges for Growth teams and how to address them
With best practices from Coda, Dropbox, and industry experts like Kyle Poyar. Based on insights from 100+ companies, we uncovered key challenges and collected best practices to help your team address them. In this chapter, you will learn more about:
Activation and User Onboarding
Driving Monetisation and Revenue Targets
Building efficient Growth team processes
Uncovering Growth Opportunities
Priorities for Growth teams for the next 12 months
Chapter III
Delivering high-quality experience to drive Product Growth
Inspired by examples from Notion, Canva, Intercom, and more. One of Growthmates' missions is to advocate for high-quality experiences for sustainable product growth. In this chapter, we’ll explore:
High-quality principles from the best PLG products
Core / Growth collaboration for Product and Design roles
Growth Framework to Connect Business and User needs
Bonus
Scaling Growth Culture + Resources collection
In the concluding chapter, we reveal inspiring principles from Amplitude and SurveyMonkey and provide a curated collection of 50+ resources, grouped by topics, to help you dive deeper and maximize value from the playbook.
“It was a pleasure to talk on Growthmates about some of my favorite topics: product quality, leading PLG, and non-linear careers. I'm a huge fan of Kate's work and what she's doing now.”
David Hoang
VP of Design and Marketing @Replit, ex-Webflow
