Responsibilities of Marketing and Product Teams in Growing a Business

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Marketing is responsible for getting to the sign-up point of entering an email address and creating an account, but the product team is primarily responsible for ensuring that users understand the product and get value out of it in the early days.
The product team is the main driver for expanding the number of sign-ups and adding more people to small teams.
The in-product prompts and experience are powerful drivers of engagement.
Once a company reaches mid-market or enterprise level, the responsibility shifts to demand gen and sales teams to engage decision makers and champions within those companies.

Our guest today is Rachel Hepworth, Head of Marketing at Notion.

Rachel currently runs growth marketing at Notion, and sees her job as bringing process and control to all of Notion’s different marketing channels. Before joining Notion, Rachel launched the first growth marketing team at Slack, laying down the tracks for a well-oiled go-to-market strategy that could be measured easily.

Much like Slack, Notion has made a name for itself largely through customer love and a powerful word-of-mouth recommendation engine. As a metrics-focused marketer, Rachel opens up her playbook on how she lassos that kind of word-of-mouth growth and the analytical approach she has toward acquiring and retaining customers.

In our conversation today, we focus on the nuts and bolts of what growth marketing looks like inside an organization that’s driven by product-led growth. Rachel shares tactical advice on:

Why high-speed feedback cycles are so important
Early indicators of which sign-ups are most likely to convert to paid customers
Her process for adjusting which top-of-funnel metrics to track over time
How marketing, product and sales all work together at Notion to own a different part of the customer funnel

You can follow Rachel on Twitter at @rachelhepworth. You can email us questions directly at review@firstround.com or follow us on Twitter @firstround and @brettberson.