Crafting a Growth Marketing Plan: A Guide to Quarterly Planning Sessions

Growth marketing is a strategy that aims to achieve quick results while laying the foundation for long-term growth. One of the key activities that can help align growth teams and clients is the implementation of quarterly growth planning sessions. This article will reveal the steps our team at Impulse has perfected over the years, which are highly effective and easy to replicate.

The Objective of Growth Planning Sessions

The primary goal should be to create a clear strategy, objectives, and a roadmap of projects and experiments for the growth teams to execute during the quarter. This process usually takes two weeks and involves four key steps: Diagnosis, Identification, Ideation, and Management.

Step 1: Diagnosis

The role of the Growth Lead and the Growth Manager, in conjunction with the team, is to discover where growth is stagnating using the AAARRR funnel (Awareness, Acquisition, Activation, Revenue, Referrals, Retention), what is blocking growth using data analytics, and why that is blocking growth through heat map analysis and user research.

Step 2: Identification

The Growth Manager shares the findings and funnel projections with the client to align expectations and anticipated results. Then, this information is shared with the team, and a two-hour Growth Planning meeting is convened with the objective of aligning everyone.

Step 3: Ideation

This is the fun part: the creative process of finding ideas on how to solve the challenges identified in the previous session. The inspiration should come from customer data, customer feedback, previous experiments, competitor research, and intuition. It’s crucial to back up ideas with data.

Step 4: Management

Once the ideas have been generated and prioritized, they are converted into experiments to be executed by the appropriate departments or teams. The person who proposed the idea is responsible for converting their idea into an experiment format.

Defining and Measuring Objectives

Now that we have defined where we are going to focus (frictions) and how we are going to solve them (experiments and/or projects), it’s time to simplify the definition of objectives and the measurement of their performance through results. In other words, define the OKRs (Objectives and Key Results) to manage.

The Role of the Growth Manager

The Growth Manager’s role is primarily to land the OKRs with their team and document these in a management tool (like ClickUp). Growth is not a matter of random tricks or hacks. At Impulse, we have created this framework to create a growth culture that brings us closer to the growth our clients are looking for.

While this framework can give you a clear idea of how to conduct the planning of a growth strategy, getting the support of an expert who can help you with a strategy specifically tailored to your business will change the way you interact with your buyers and stimulate growth.

Conclusion

Growth marketing is a dynamic and evolving field that requires constant learning and adaptation. By implementing a structured approach to quarterly planning, businesses can better align their teams, set clear objectives, and execute effective strategies for growth. Whether you’re new to growth marketing or an experienced professional, these steps can provide a valuable framework for driving your business forward.

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