Finding Market Fit: Marketing Leaders in Tech Becoming a Growth CMO, focusing on growth loops, and driving engagement cross functionally | Sigal Bareket (Fast Growing Trees, Afterpay, Lyft)
Sigal was formerly the CMO of Fast Growing Trees, the worlds largest online nursery. Prior to that she held leaderships roles at Afterpay, as their VP of Growth Marketing, and at Lyft as their head of growth Marketing.
We go through:
- Growth loops, retaining and engaging valuable users
- What it means to be a growth CMO
- The impact of cross functional org structures
- Deciphering between valuable users and those who came in for other promotional reasons
- The importance of asking "why?" rather than only using a data driven approach
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Where to find Sigal
Email: sigalgrowthcmo@gmail.com
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Where to find Patrick
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(3:25) Developing a fundamental understanding of the healthy user experience
(9:30) How healthy users are defined
(12:14) Getting users to an aha moment and who to focus on to prevent churn
(18:33) How to approach churn prevention. The propensity of a user to be the right fit to the product
(20:24) Determining effectiveness and approaching measurement and the layers of higher level to tactical level to derive impact
(26:26) Sustainable feedback and growth loops. What it means to be a growth oriented CMO
(31:27) Starting with a business problem and solving for growth challenges cross functionally across brand, product, and growth at Afterpay
(39:08) Getting the org structure out of the way for driver growth at Lyft. Having cross functional teams owns a KPI
(44:20) Working with pod structures at Lyft and sponsors of cross functional teams at Afterpay
(46:18) People like talking about themselves. Advice on understanding audience motivations
(50:37) Where to find Sigal!