An article I read answers one of the questions I am asked frequently: “what is growth hacking?”.
Well it exists. In my view. But not as we know it.
So the premise that “growth hacking doesn’t exist” as put forward by Côme Courteault, of The Family, the Paris-based investment company, is correct. To reframe the question, from a CMO-centric POV, does a growth hacker do anything that the marketing department doesn’t? I struggle to answer this.
I can think of a number of strands – building a brand, product or service without budget (though there is the commonality of having to pay people and overheads); speed (arguably traditional – bricks and mortar – marketing teams have broader remits and a more established workflow so this has inherent processes (checks and balances, as politicians would say) which elongates the delivery process; and unorthodox approaches (though again I can name many examples of disruptive marketing in the non-startup space).
The article is well worth a read.
#typed note 18.05.16
Rod Geoghegan works with Marketing Services Agencies, Tech Start-ups and Professional Services Firms to plan and deliver growth.
He is Founding Partner at Metropolis Partners