Sunsetting Growth Hacking… Once and for All

Josh reflects on the journey of growth marketing from its “growth hacking” days to its current multidisciplinary nature, offering a nuanced perspective on how the field has matured to become an integral part of strategic business development. His insights shed light on the transformation of growth tactics from quick fixes to foundational strategies rooted in data and collaborative team efforts.

Growth hacking, once the buzzword of startup culture, aimed to shortcut success with clever tricks and shortcuts. Josh candidly shares his discomfort with the term now, emphasizing that true growth cannot be “hacked.” Instead, it requires a solid foundation based on first principles and a deep understanding of data to drive sustainable progress. This shift signifies a move from seeking immediate gains to establishing strategies that ensure long-term success.

At the core of successful growth teams today is their multidisciplinary composition. Josh advocates for the inclusion of growth marketers directly within product teams to facilitate faster, more impactful decisions. This approach, pioneered during his tenure at Credit Karma and Spotify, has proven highly effective, especially at Notion, where growth marketers play a pivotal role in most product groups. This setup fosters an environment where different perspectives converge, leading to more holistic and successful growth strategies.

Josh outlines three critical elements that define a strong growth team:

A shared North Star: A unified goal or metric provides clarity and focus, guiding the team through the myriad of options and strategies available.

Clear roles and responsibilities: Clear delineation of roles allows team members to leverage their strengths and address weaknesses collaboratively.

A commitment to strong fundamentals: Adherence to growth fundamentals, including rapid iteration and rigorous test hygiene, ensures that strategies are both effective and sustainable.

Key Takeaway: The evolution of growth marketing from opportunistic “hacking” to a strategic, multidisciplinary approach highlights the importance of foundational data analysis, cross-functional collaboration, and a clear, shared vision for success. Josh’s experience illustrates that the most effective growth strategies emerge from teams that integrate diverse expertise, focus on fundamental principles, and align around a common objective, paving the way for sustainable business growth.

Full episode: https://humansofmartech.com/2024/03/12/110-josh-kim-notions-head-of-growth-marketing-on-choosing-and-democratizing-experiments-and-the-marketers-role-in-a-growth-pod/