ProductLed Podcast
The User Activation Framework That Unified Product, Growth, and Marketing
Aug 18, 2020
Vivek Balasubramanian, Director of growth at Wave, discusses the challenges of unifying product, growth, and marketing. He shares insights on FAE, determining the first activation event for users, and how the product team has changed since embracing the FAE framework. He also talks about experiments they've implemented and the importance of optimizing post-FAE drop-offs.
44:22
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Quick takeaways
- Wave operates in the independent model of growth teams, focusing on holistic growth and accountability for specific monetization metrics.
- The growth team at Wave emphasizes the importance of modeling activation based on the behaviors of retained customers to determine the ideal first activation event (FAE) for different user segments.
Deep dives
Overview of Wave and its services
Wave is a FinTech company that acts as the financial system of record for small businesses, providing accounting, invoicing, and payroll services. They have recently launched a banking product, a debit card for small business owners, which automates the expense categorization for seamless accounting.
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