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working on a better translation atm!
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The mission of growth is to increase revenue or user numbers. It can be achieved through various technical levers (depending on whether one is a growth engineer, inbound specialist, ops, etc.), but it will always be done using the experimental method.
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https://bvelitchkine.com/p/outbound-laboratoire-de-recherche-ideal-customer-profile
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Scraping, enrichment, emailing to schedule "a quick 15-minute call"... That's what growth boiled down to for a long time.
But today, things have changed.
Campaign timing has always been important, but never more so than now. It's unthinkable to do outbound before capturing the signals that indicate leads' purchase intent is at its highest.
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cf. Product-Led Growth: How to Build a Product That Sells Itself.
Andrew Chen (Growth @AirbnB, Partner @Andreesen Horowitz) has been hammering this home for years:
"growth hackers can make sure virality is embedded at the core of a product."
The product is a block of marble that growth can sculpt to inscribe growth into its features. Think of the "share" feature in our favourite SaaS tools (Notion, Google Sheet, Airtable, ...).
The right model is no longer a funnel as in outbound, but a virality loop.