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Growth Loops, or the understanding of behavior without looking at them through the lens of a funnel have become a powerful tool to make any growth motion more efficient.
Traditionally we looked at everything like a funnel. You put 1,000 users in at the top and you end up with 1 customer in the end.
We built teams, analyzed and tried to optimize these funnels which led to an overfocus on the start of any funnel.
“If you don’t have enough users, just add more.” That does not scale and favors acquisition-heavy methods like marketing or sales processes which focus on delivering at all costs. Even at the expense of customer success or cost efficiency.
The major force for sustainable, long-term value for any business is having a great product that is used. Connecting users as fast and efficiently as possible to this experience should be the goal of all company functions. Growth loops do just that. We focus on what gives value to users and then connect these to outcome-driven tools for all operative teams.
Product, Marketing, Sales and dedicated Growth Teams need these, otherwise, you fall back to siloed goal setting where we separate products by features… how else would we do it?
If you understand customer journeys and put teams on this specific journey to value you’re not passing users and accounts around from one disconnected experience to another.
We visualize a customer journey in a loop that never truly ends by turning prospects into customers, into advocates that recommend your brand to other prospects who then have a chance to keep the wheel turning.
Decoupling this from classical funnel thinking where the end goal is monetization is particularly difficult for companies that rely on old silo structures.
Your customers and accounts never cared about how you structure your organization internally only how to use your product.
Your process should follow your customer's success, not the other way around. Growth loops are a great starting point to start with that journey. Your revenue is not an operational goal, it’s a result of efficient growth loops.