Summary

Kyle Pursell, the Head of Growth Optimization at Shopify, talks about impactful business strategies for growth.

What is the challenge of moving upmarket, and the role of product-led growth in driving this success. And why cross-functional collaboration in growth initiatives is often undervalued.

We also talk about the different paths to getting into growth roles and share their favorite podcasts and books.

Takeaways

• Building alignment and getting feedback before important meetings is never optional.
• Cross-functional collaboration is essential for effective growth initiatives
• Focus on maximizing user engagement in the first session to drive activation
• Implement strategies to retain customers who are canceling, such as offering compromises
• Consider different paths to getting into growth roles, such as starting in customer service or marketing

Sound Bites

• "Growth is not an overcomplicated craft. It's just identifying levers, using data to make decisions, experiment."
• "The aim of important meetings like that are just like a rubber stamp. Everyone is aligned."
• "Do not go into a meeting that is important to you without knowing how it ends."
• "Drive people as far down the funnel as possible in that first session as early as possible."

Chapters

07:01 Understanding GMV and Leveraging Metrics

14:28 The Power of Product-Led Growth

28:19 Optimizing Site Speed for Engagement and Conversion

32:10 The Importance of Cross-Functional Collaboration

35:30 The Importance of Stakeholder Alignment in Meetings

38:22 Maximizing User Engagement in the First Session

39:20 Strategies for Retaining Customers Who Are Canceling

51:34 Different Paths to Getting into Growth Roles

01:03:49 Unwinding with Podcasts and Books Outside of Your Field

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