Modern commerce is dynamic, yet the two most important teams shape the future of businesses. Let us explore the Growth Team vs. Marketing Team (& how they can work together) to achieve the common goals of every business.
Growth and marketing team work behind the scenes in the business. They brainstorm and create wonderful ideas and campaigns to attract customers and drive business forward. Since, both the teams share the same goals, their way of operations differ from one another. The Growth team depends on data (numbers) and experiments to understand what the customers want. The marketing team consists of creative people. They will craft stories and graphics to connect with the audience.
Setting a distinction between growth and marketing teams helps guarantee that both methods are being used to their greatest strategic potential. Your business will attract your target audience and retain them if your business strategy includes both marketing and growth tactics. Understand with this blog the difference between the Growth team and the Marketing team and how they can work together to achieve the shared goals of a business.
What is a Growth Team?
A growth team consists of an independent, data-driven group of individuals responsible for generating revenue for the company. They learn from problems and overcome bottlenecks that hamper the company’s growth. They experiment and analyse to solve problems and overcome challenges. A growth team differs from a sales, marketing, or product team. It is an independent team that works with all of those departments. They fill in the gaps and assist all other teams in working more efficiently. The growth team aims to improve the procedures of other teams.
A growth team should be dynamic. This team consists of individuals from various disciplines, including engineers, product designers, marketers, data analysts, developers, and UX/UI experts. In fact, diversity plays a key role since it needs to identify ways to generate growth at all levels of the business.
What does a Growth Team do?
The primary function of a growth team is to conduct growth experiments, or tests, to find solutions to a business’s challenges in a certain area of the buyer’s funnel. These experiments are carried out by temporarily modifying the operations of other teams, such as sales or marketing teams.
- A growth team constantly searches for new experiments to perform. What are the problems and challenges faced by a business? How can other teams’ existing methods be enhanced?
- Although many of these experiments are carried out fast, they frequently vary in length. An experiment may take days, weeks, or months to complete.
- Process modifications are common in growth experiments. They are carried out with a definite, measurable goal in mind to see if they will aid in the achievement of that goal. Increase in conversions, email signups, email opens, retention rates, referral rates, and other metrics are measurable. Generally, a team runs many experiments at the same time, each with its own purpose.
- A growth team typically strives for extraordinary achievements. However, they frequently come up with smaller incremental solutions that operate in sync to achieve those goals. It is not always possible to make a single large-scale change.
Learn about 20 Powerful Growth Marketing Strategies to know in 2023. You can also hire an Expert Growth Marketer to grow your business and its audience.
What is a Marketing Team?
A marketing team plays a significant role in the promotion of business. The team acts as the face of your company. They generate all the content and material that represents your company. The marketing team is responsible for reaching prospects, customers, investors, and the general community to build a positive image of your company which would reflect well on its business.
44.8% of marketers said sales and marketing alignment became more important in 2022 (HubSpot, 2022).
If you do not participate in strong and efficient marketing campaigns, potential customers may find it difficult to learn about your products or services. Moreover, your business may be unable to determine the ideal customers and buyer personas to advertise products to, and the consumers may form their own opinions about your brand overall.
What does a Marketing Team do?
A marketing team is a promotional powerhouse of businesses. It has the responsibility of creating brand awareness as well as attracting new customers and retaining them. A marketing team is an important aspect of a company’s structure because they bring new business, keep it, and help your company expand and reach financial and organisational goals. To that goal, various responsibilities are assigned to a marketing department and its organisational structure varies from one company to another depending on the volume and scope of these tasks.
- The head of the marketing department outlines the market strategy for the team which provides direction to the team members who will perform and execute the tasks.
- Market research can be done in-house by conducting surveys and analysing industry data to determine which market categories should be targeted.
- Most people assume that the marketing team deals with promotion, and they’re right. The promotion of advertising opportunities in all forms, including digital, print, pay-per-click, or earned media, is an essential part of the marketing team’s responsibilities.
- Planning and managing a range of events, ranging from webinars designed to generate leads for the launch of products that will gain publicity, is under the responsibility of most marketing departments.
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Growth Team Vs. Marketing Team
Here is a detailed comparison between the Growth Team and the Marketing team presented for you:
|It is data-driven. Analysis and experiments play a key role.
|Creative storytelling and brand promotion play a significant role.
|Expanding business with the help of data, insights, experimentation and optimisation.
|Create an emotional connection with customers, loyalty and improve brand awareness.
|Heavily relies on quantitative data, metrics, and analytics to make strategic decisions.
|Emphasis is put on emotional appeal, brand identity and creativity.
|Decisions depend on quantitative metrics and experimentation results. They are data-driven.
|Decisions depend on market research, brand identity and consumer behaviour. They are creatively driven.
|Willing to take risks through experimentation, embracing failures as learning opportunities.
|They take a cautious approach. Heavily depend on established methods and risk-averse strategies.
|Sustainable growth on the basis of data-driven insights through continuous optimisation and adaptation.
|Creating an enduring brand presence, loyal customers and long-term relationships.
|User surveys, data analysis, A/B testing and iterative products/service optimisation.
|Public relations, content creation, advertising, and event marketing.
|Collaborates on integrated strategies with product development, engineering and marketing teams.
|They work with creative teams, sales and public relations in order to coordinate the messages and brand’s image.
|Customer retention, user engagement metrics, lifetime value, and conversion rates.
|Brand recall, reach, customer satisfaction, and emotional resonance.
|Based on real-time data such as market trends and user behaviour analysis, strategies are quickly adapted.
|Adapts to changing consumer preferences and market conditions by adopting new marketing methods.
Find out more with our blog Digital Marketing vs. Growth Marketing: Which Strategy Should You Choose?
3 Ways the Growth and Marketing Teams Can Work Together to Achieve Maximum Results
Prosperous companies avoid false divisions between growth and the marketing team. Instead, they combine both teams into a single superteam. After all, both teams share common goals: creating an excellent user experience and resolving genuine customer problems to promote sustainable business growth. Growth and marketing teams can collaborate to achieve their shared goals by focusing on their key objectives for the business.
Here are 3 ways in which Growth and Marketing teams can partner with each other to achieve their objectives:
The Growth Team Makes Data-Driven Roadmap Suggestions
The growth team takes care of the entire customer experience from beginning to end. They speak with their audiences (both current and prospective). They are familiar with the issues, pain points, and desires that compel potential customers to take action. The growth team also monitors the “reputation” metric and takes note of what encourages customers to provide feedback and refer the product or service to their friends.
The growth team is backed by a wealth of information. This is why they are better equipped to recommend data-driven marketing improvements. This not only enhances the product or service further but also helps to draw more target customers and convert them into paying customers.
The Marketing Team Identifies Potential Tests for the Growth Team to Conduct
The marketing team stays in close contact with their audiences. They are familiar with what matters most to their best customers. They have an understanding of the characteristics that people enjoy and use frequently. They closely follow social media to stay in touch with their customers and understand their pain points.
On the basis of their understanding, the marketing team can provide features, and advantages and use examples for the growth team in their communication. As long as 90% of active users are happy with a particular feature, it helps to highlight its importance in the advertising assets and thereby bring even more new users on board.
Consistent Learning and Sharing Information
The users play a key role here for both teams. Both teams consistently learn something new from their users. Both teams develop their expertise in multiple aspects of the potential customer by studying user behaviour regularly. It would help both teams create better end-user experiences to regularly share these insights across teams.
Both teams can be productive by ensuring an open flow of information into a shared pool of knowledge.
Growth and marketing teams are an excellent and effective combination. It is crucial to divide your team between growth and marketing specialists. It helps ensure that you are covering all the bases, from brand messaging to positioning to creating strategies to establish yourself globally. It is a win-win situation when both teams are brought together to achieve the same goals.
Uniting for a common goal is the best method to bring the two teams together. What common statistic can both teams monitor and advance through their efforts throughout time? Quarterly revenue growth? Active users each month?
One more suggestion to align both teams is to regularly plan check-ins between the leadership of each team. A consistent communication pattern encourages team transparency and promotes free-flowing information.
Frequently Asked Questions
What does a growth team work on?
Through product optimisation and the creation of fresh marketing channels, growth teams contribute to higher rates of customer acquisition, retention, and revenue. The majority of businesses have distinguished departments like sales, marketing, and product that, while they all contribute to growth.
What is the difference between marketing and growth?
Growth marketing serves a more comprehensive purpose than traditional marketing, which focuses solely on selling a company’s products or services. The term “growth hackers” refers to those who are not just interested in making sales but also in determining the most effective means of generating income and expanding a company’s market share.
How do you structure a growth marketing team?
When you divide your team according to the stages of the customer acquisition funnel (Awareness, Acquisition, Revenue, Activation, Retention, and Referral), you are using an independent model for your growth team structure. Each team will work on several campaigns, concentrating entirely on the step of the funnel that corresponds to that campaign.