GMT022: Kieran Flanagan – VP of Growth at HubSpot – Part 2 of 2

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We’re back with Kieran Flanagan, VP of Growth at HubSpot, for part 2 of 2. In this episode, learn how the HubSpot’s global growth team is structured (hint: it’s not by product!). You’ll also learn what Kieran looks for when hiring for his growth team at HubSpot, his biggest lessons as a leader of a global growth team and where he sees marketing going in 5 to 10 years.

If you haven’t already done so, listen to part 1 of our episode with Kieran.

The way we structure growth at @Hubspot is by funnel-layer teams or pods. We have an acquisition, activation and monetization growth teams or pods. – @searchbrat, VP Growth at @hubspot Click To Tweet
What You’ll Learn in This Episode
  1. How is HubSpot’s global growth team structured (hint: it’s not by product!)
  2. How they make sure each of their growth teams are aligned in goals
  3. What Kieran looks for in marketers when hiring
  4. His biggest lessons as a leader of a global growth team
  5. Where he sees marketing going in 5 to 10 years
  6. His advice for those trying to get into growth marketing
Tweet Some Quotes from This Episode
When building the structure of your #growth team, remember that people matter more than structure. – @searchbrat, VP Growth at @hubspot Click To Tweet At @Hubspot’s growth team, I have growth marketing teams work on each of our different products. I also have a growth SWAT team that works across products to improve our NPS. – @searchbrat, VP Growth at @hubspot Click To Tweet If #growth goals are misaligned, the whole team structure breaks down. – @searchbrat, VP Growth at @hubspot Click To Tweet The way we structure growth at @Hubspot is by funnel-layer teams or pods. We have an acquisition, activation and monetization growth teams or pods. – @searchbrat, VP Growth at @hubspot Click To Tweet At @HubSpot, we have muscle groups, which is cross-functional team across the acquisition, activation a monetization growth teams, to make sure the whole team is aligned. – @searchbrat, VP Growth at @hubspot Click To Tweet At @Hubspot, our growth team or pod consists of growth marketers, PMs, UX designers and engineers. Across the funnel growth team, we have product insights. – @searchbrat, VP Growth at @hubspot Click To Tweet I hire people at @Hubspot who are deeply passionate about marketing and learning. Many of them have side hustles. – @searchbrat, VP Growth at @hubspot Click To Tweet If you’re spending all the time taking the data to prove your hypothesis, you’re doing #growth wrong. – @searchbrat, VP Growth at @hubspot Click To Tweet Taking a look at #data as a growth marketer is important. But, you need to do work. If you’re in the game of winning and losing, data gives me an edge, but it doesn’t let you win or lose. That’s work. – @searchbrat, VP Growth at… Click To Tweet One of the biggest things I’ve learned as a VP of a global #growth team at @Hubspot, is finding the blockers for my team and removing it. – @searchbrat, VP Growth at @hubspot Click To Tweet The structure for a #growth team is hard. If you’re not clear on who owns what and what is their mission, you will fail. – @searchbrat, VP Growth at @hubspot Click To Tweet On the future of #Marketing: A lot of your data analysis, you can do a lot quicker through machine learning. – @searchbrat, VP Growth at @hubspot Click To Tweet The reason I love the #marketing industry is because it gives people who are entrepreneurial who don’t have the best education a level playing field based upon how willing they are to hustle. – @searchbrat, VP Growth at @hubspot Click To Tweet
About Kieran Flanagan

Kieran Flanagan has a proven track record in helping SaaS businesses, from start-ups to enterprise-level companies grow their traffic, users and revenue. He is a thought leader on growth marketing and speaks at events across the globe on the topic. Kieran is currently the VP of Growth at HubSpot where he is responsible for acquisition of free users, monetization of those freemium funnels and optimization of our global web strategy.

Outside of that role, Kieran advises startups on all things growth.

Show Notes
        • 01:18

          The Horizon One growth experiments

        • 01:38

          The Horizon Two growth experiments

        • 01:58

          The Horizon Three growth experiments

        • 03:10

          How he structures his growth and marketing team

        • 10:21

          The structure of HubSpot’s growth team

        • 11:57

          Kind of things he looks for in people

        • 16:02

          Biggest lesson he has learned the past few years

        • 18:33

          Where he sees marketing heading in 5 to 10 years

        • 20:38

          Advice to people who are trying to get into growth

 

Links

Music By The Passion HiFi www.thepassionhifi.com.

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