How to make an impact in your first 90 days
如何在您的前 90 天产生影响
25 quick wins from top leaders at Ramp, Canva, HubSpot, Wiz, Google Gemini, Dropbox, and more
Ramp、Canva、HubSpot、Wiz、Google Gemini、Dropbox 等顶尖领导者分享的 25 个快速成功经验
👋 Hey, I’m Lenny and welcome to a 🔒 subscriber-only edition 🔒 of my weekly newsletter. Each week I tackle reader questions about building product, driving growth, and accelerating your career.
👋 嘿,我是莱尼,欢迎来到我的每周简报的🔒 仅限订阅者 🔒 版本。每周我会解答读者关于产品开发、推动增长和加速职业发展的问题。
P.S. Check out my PM recruiting service (helping you hire Sr. PMs and VPs), Lennybot (an AI chatbot trained on my newsletter posts, podcast interviews, and more), and my swag store (great gifts for your favorite PM, or yourself!).
P.S. 查看我的 PM 招聘服务(帮助您招聘高级 PM 和副总裁),Lennybot(一个在我的新闻稿、播客采访等上训练过的 AI 聊天机器人),以及我的周边商店(为您喜爱的 PM 或自己准备的精美礼物!)。
Today’s post, by returning collaborator Kyle Poyar, is one of my new favorite guest posts ever. It’s for anyone starting a new job, or simply looking for ideas to make an immediate impact at their company. I guarantee you’ll find at least one quick win you can implement this week that’ll make a big impression.
今天的帖子是由回归合作者 Kyle Poyar 撰写的,是我迄今为止最喜欢的客座帖子之一。这篇文章适用于任何刚开始新工作的人,或者只是想要一些想法来在公司立即产生影响的人。我保证你至少会找到一个本周可以实施的快速成功举措,会给人留下深刻印象。
Kyle has spent the past 14 years working with and advising top startups as a consultant at Simon-Kucher turned VC operating partner at OpenView. He shares tactical insights about how to grow faster in his newsletter, Growth Unhinged, and on LinkedIn.
Kyle 在过去的 14 年里一直在 Simon-Kucher 担任顾问,后来成为 OpenView 的风险投资运营合伙人,与顶尖初创公司合作。他在《Growth Unhinged》通讯和 LinkedIn 上分享关于如何更快增长的战术见解。
Your first 90 days at a new job have an outsize impact on your next one to two years at that company. It’s your chance to establish trust, influence, and build a reputation within the org. To do this well, you want to show quick wins: low-effort, high-impact changes that create a sense of “Holy shit, this person is amazing.”
在新工作的头 90 天对你在公司未来一到两年的影响巨大。这是你建立信任、影响力并在组织内树立声誉的机会。为了做到这一点,你需要展示快速成功:低成本、高影响力的变革,让人们感叹“哇,这个人太厉害了”。
To help you do just that, I asked the sharpest tech operators I know about their most effective early quick wins. These operators have a track record of significant impact and rave reviews from their colleagues, at well-loved brands like Asana, Calendly, Canva, Dropbox, Linktree, Ramp, and Wiz.
为了帮助您做到这一点,我向我认识的最敏锐的技术运营者询问了关于他们最有效的早期快速成功的问题。这些运营者在 Asana、Calendly、Canva、Dropbox、Linktree、Ramp 和 Wiz 等备受喜爱的品牌中,拥有显著影响力和同事们的好评记录。
Even if you’re not starting a new job, most of these ideas can be implemented anytime. A surprising commonality that came through as I was collecting them is that these ideas are typically hiding in plain sight—a beginner’s mind and a new way of analyzing the funnel can unlock missed growth opportunities and potential revenue that’s gone unnoticed.
即使您不是在开始新工作,大多数这些想法随时都可以实施。当我收集它们时,一个令人惊讶的共同点是,这些想法通常就在眼前——一个初学者的心态和一种新的分析漏斗的方式可以解锁被忽视的增长机会和潜在的未被注意到的收入。
Find friction in the funnel (and fix it)
在漏斗中找到摩擦力(并修复它)
Hunt for unnecessary friction points—especially during signup and onboarding—and implement best-practice fixes. There’s always something lurking here that people have overlooked.
寻找不必要的摩擦点,特别是在注册和入门过程中,并实施最佳实践修复。总会有一些被人们忽视的问题潜藏在这里。
1. Audit the funnel looking for low-hanging fruit
1. 审计漏斗,寻找低 hanging fruit
“When I came into Linktree, I worked with the team to audit the funnel, looking for low-hanging fruit. A small tweak like turning the Linktree logo at the bottom of a Linktree to a ‘Create a Linktree’ CTA has almost doubled signups.
“当我加入 Linktree 时,我与团队合作审计了漏斗,寻找低 hanging fruit。像将 Linktree 底部的 Logo 改成“创建一个 Linktree” CTA 这样的小调整,几乎使注册人数翻了一番。Also, look for opportunities that might turn pre-existing assumptions on their head. The team was optimizing traffic coming from paid marketing channels because they’ve historically converted better. Yet, the bigger opportunity is in profile referrals. It was uncomfortable at first for the team to focus on this because the channel is much lower intent, but it’s a channel with 5x improvement opportunities.”
此外,寻找可能颠覆先前假设的机会。团队一直在优化来自付费营销渠道的流量,因为从历史数据来看,这些渠道的转化率更高。然而,更大的机会在于个人推荐。团队一开始集中精力在这一点上感到不舒服,因为这个渠道的意图要低得多,但这是一个有着 5 倍改进机会的渠道。—Jiaona Zhang, CPO at Linktree
— Jiaona Zhang,Linktree 首席产品官
“The website is almost always an opportunity. Doing an audit usually exposes low-hanging fruit that will quickly improve conversions and deliver a quick boost to the top of funnel.
网站几乎总是一个机会。进行审计通常会发现一些容易改进的地方,这将快速提高转化率,并为销售渠道的顶端带来快速提升。With the changes in keyword searches happening from AI, take a look at your YouTube channel—at any startup, it could probably use some love, and when you are competing in an early market where buyers are still learning, it’s a great place to dominate.”
随着人工智能对关键词搜索的变化,看看你的 YouTube 频道——在任何初创公司,它可能需要一些关注,当你在一个买家仍在学习的早期市场竞争时,这是一个可以主导的好地方。—Cate Lochead, CMO at Snorkel AI
— Cate Lochead,Snorkel AI 的 CMO
2. Grow a backbone (in your copy)
2. 增强骨气(在你的文案中)
“My favorite quick win is to help the company grow a backbone. Develop a provocative point of view. Create thought leadership that changes how people think. Take an unpopular stand and challenge the status quo. Reframe your value props to hit on C-level problems. Market the hell out of those problems. Take a hard look at messaging, value props, and customer perceptions. I can pretty much guarantee (especially at PLG companies) that they’ll be very feature-oriented.
“我最喜欢的快速胜利是帮助公司建立骨气。发展一个引人注目的观点。创造改变人们思维方式的思想领导力。采取一个不受欢迎的立场,挑战现状。重新构思您的价值主张以解决 C 级问题。大力推广这些问题。认真审视消息传递、价值主张和客户感知。我可以几乎保证(特别是在 PLG 公司),它们将非常注重功能。”‘Safe’ marketing and positioning kills companies. ‘Consensus’ messaging created by committees is never any good. Be the forcing function to grow a backbone, stand for something, and make a splash in the market.”
“安全”的营销和定位会毁掉公司。“委员会制定的‘共识’信息永远不会有好结果。要成为推动力量,树立立场,做出市场上的轰动。”—Kyle Coleman, CMO at Copy.ai
— Kyle Coleman, Copy.ai 首席营销官
3. Test a signup flow with a blurred UI in the background
3. 在背景中使用模糊的 UI 测试注册流程
“Instead of the usual white background, place your signup form over a blurred or dimmed version of your product. Populate the UI with fake data—it’s unclear anyway. Make it feel like the final step.
“与通常的白色背景不同,将您的注册表单放置在产品的模糊或变暗版本上。用虚假数据填充用户界面——反正不清楚。让它感觉像是最后一步。”It creates a ‘peek behind the curtain’ effect, making users want to see what lies beneath. Form-over-UI taps into the curiosity bias, increasing conversion rates.”
它创造了一种“窥探幕后”的效果,让用户想要看看底层是什么。以形式为先的用户界面利用了好奇心偏见,提高了转化率。—Tom Orbach, head of growth marketing at Wiz and author of Marketing Ideas
— Wiz 增长营销负责人 Tom Orbach, 《营销创意》作者
4. Improve the latency of the first few signup steps
4. 改善前几个注册步骤的延迟
“In a freemium product, you can lose a lot of users in the first few minutes before and after account creation. Even before a user can make an assessment of your product’s core value, they are immediately making assessments of product and service quality based on things like how long it takes for a page to load. Early latency can send the signal that your product might not be able to perform in the times your customers need it most.”
在免费增值产品中,您可能会在用户创建账户之前和之后的前几分钟内失去很多用户。甚至在用户能够评估产品的核心价值之前,他们就会立即根据诸如页面加载时间等因素对产品和服务质量进行评估。早期的延迟可能会传达这样一个信号,即您的产品可能无法在客户最需要的时候发挥作用。—Christopher Miller, VP of product, growth, and AI at HubSpot
— Christopher Miller, HubSpot 产品、增长和人工智能副总裁
5. Test GIPHY for brand visibility
5. 为品牌可见度测试 GIPHY
“Upload your existing branded GIFs (that you created in the past) to GIPHY, the world’s largest GIF search engine. Clever keyword tagging can land your logos in millions of views (literally!). It’s free brand exposure on a massive scale.
将您过去创建的品牌 GIF 上传到 GIPHY,这是全球最大的 GIF 搜索引擎。聪明的关键词标记可以让您的标志出现在数百万次浏览中(真的!)。这是大规模的免费品牌曝光。We did it at Wiz, and the Happy Birthday, Happy Holidays, and 1 Year Anniversary GIFs with our logos have around 1M views each. Not bad for 20 minutes of work!”
我们在 Wiz 做到了,带有我们标志的 Happy Birthday、Happy Holidays 和 1 周年纪念的 GIF 每个大约有 100 万次观看。20 分钟的工作成果还不错!—Tom Orbach, head of growth marketing at Wiz and author of Marketing Ideas
— Wiz 增长营销负责人 Tom Orbach, 《营销创意》作者
6. Test a new call to action (CTA) where drop-off is highest
6. 在用户流失率最高的地方测试新的行动号召(CTA)
“Identify the highest point of leverage where there’s drop-off in the funnel and check to see whether there are obvious calls to action (CTAs). If the product has a large free user base but there isn’t an obvious ‘Upgrade’ CTA in the free product user interface, start by adding that to drive monetization awareness. If a marketing site has good traffic, test clearer CTAs on the page with an eye to reduce the time to value. A client of mine changed ‘Contact Sales’ to ‘Book a demo’ with a booking page connected, and that simple change generated way more leads.”
“确定杠杆点的最高点,在漏斗中出现下降,并检查是否有明显的行动呼吁(CTA)。如果产品拥有庞大的免费用户群,但在免费产品用户界面中没有明显的“升级”CTA,请首先添加以提高变现意识。如果营销网站有良好的流量,请测试页面上更清晰的 CTA,以减少价值实现时间。我的一个客户将“联系销售”更改为“预订演示”,并连接了一个预订页面,这个简单的更改产生了更多的潜在客户。”—Hila Qu, growth advisor and former director of growth at GitLab
— Hila Qu,增长顾问和前 GitLab 增长总监
Tweak pricing 调整定价
Pricing improvements are often the fastest path to new revenue, and there’s rarely a dedicated owner. Try some of these low-hanging fruit ideas.
定价改进通常是实现新收入的最快途径,而且很少有专门的负责人。尝试一些这些容易实现的想法。
7. Restart a reverse trial for existing users
7. 为现有用户重新启动反向试用
“Restart a paid trial for your existing user base on a predetermined date, providing access to premium functionality at no cost for a limited time. And no, it’s not just about making users simply eligible; it means actually restarting the trial.
在预定日期为现有用户群重新启动付费试用,为有限时间内免费提供高级功能访问权限。不仅仅是让用户有资格参加,而是实际重新启动试用。That’s right—trials shouldn’t be reserved just for new signups. There’s a lot of value in offering them to your existing users too. Let’s be honest: your product is (or should be) constantly getting better. So why not give your existing users a taste of the latest improvements?
没错,试用不应该只针对新注册用户。向现有用户提供试用也有很大的价值。坦率地说:您的产品(或应该)应该不断变得更好。那么为什么不让现有用户尝试最新的改进呢?The goal? To instill a sense of urgency (the trial begins now!) and enhance the perceived value of paid plans (by driving usage) to trigger an upgrade.”
目标?灌输紧迫感(试用现在开始!)并增强付费计划的感知价值(通过推动使用)以触发升级。—Elena Verna, interim head of growth and data at Dropbox
— Dropbox 的增长和数据临时负责人 Elena Verna
8. Adjust prices to match psychological thresholds
8. 调整价格以匹配心理门槛
“Stop using price points that make people overthink. Instead, move prices to just below ‘psychological thresholds’ that correspond with budgets like $75, $100, or $300. If the price is $273.43, it makes people stop and think before buying. If you push the price up to $299, most people see that as only $25 per month and it feels reasonable.
停止使用让人们过度思考的价格点。相反,将价格调整到与预算相对应的“心理门槛”之下,如 75 美元、100 美元或 300 美元。如果价格是 273.43 美元,会让人们在购买前停下来思考。如果你把价格提高到 299 美元,大多数人会认为每月只需 25 美元,这样感觉合理。When you publish pricing, lead with the monthly price point on an annual deal. It’s an easy hack—but I still see companies not doing it.”
当您发布定价时,请以年度交易的月度价格点为首。这是一个简单的技巧,但我仍然看到一些公司没有这样做。—Madhavan Ramanujam, senior partner at Simon-Kucher
- Madhavan Ramanujam,Simon-Kucher 高级合伙人
“Emphasizing the monthly price on an annual deal not only improves conversion, but is also one of the easiest and most impactful growth hacks to improve retention and LTV. This single initiative of driving more annual plans was one of the biggest churn reducers at Canva.”
“强调年度交易的月度价格不仅可以提高转化率,而且是改善留存率和 LTV 的最简单和最有影响力的增长黑客之一。在 Canva,推动更多年度计划的这一单一举措是最大的减少流失的措施之一。”—Melissa Tan, former head of growth at Webflow and Dropbox
— Melissa Tan,Webflow 和 Dropbox 增长前负责人
9. Revisit feature gating
9. 重新审视功能门控
“Audit pricing and packaging. Are you gating features users need to experience to unlock your product’s core value?
审计定价和打包。您是否在限制用户需要体验的功能,以解锁产品的核心价值?Feature packaging can be a pain, but if there are features that are completely gated behind a paywall, aren’t driving meaningful monetization, and aren’t heavily used by paying customers, then it might make sense to consider making them free, especially if they help users unlock core value. This is also an area where putting a usage limit in place can make a lot of sense.”
功能打包可能很麻烦,但如果有一些功能完全被设置在付费墙后面,不产生有意义的货币化,也不被付费客户广泛使用,那么考虑免费提供它们可能是有道理的,特别是如果它们有助于用户解锁核心价值。这也是一个设置使用限制可能非常合理的领域。—Christopher Miller, VP of product, growth, and AI at HubSpot
— Christopher Miller, HubSpot 产品、增长和人工智能副总裁
10. Turn overages into a cash cow
10. 将超额费用变成摇钱树
“Let users get a taste of your premium features on a free plan or upgraded plan for free, especially in a consumption-based pricing model. Then focus on overages for both feature use and usage/consumption. At Heroku, we allowed users to use most of the product features and plans for free and generated an upsell and cross-sell motion from the overages. We closed several million in ARR just in one quarter by having a sales motion to not just top off what they are using but also sell more products with their growing needs.”
让用户在免费计划或升级计划中免费体验您的高级功能,尤其是在基于消费的定价模型中。然后专注于功能使用和使用/消费的超额部分。在 Heroku,我们允许用户免费使用大部分产品功能和计划,并通过超额产生了升级销售和交叉销售动作。仅在一个季度内,通过销售动作不仅补足他们正在使用的部分,还根据他们不断增长的需求销售更多产品,我们就实现了数百万美元的年度重复收入。—Rajan Sheth, general partner and go-to-market advisor at HyperGrowth Partners
— Rajan Sheth,HyperGrowth Partners 的合伙人和市场推广顾问
11. Test give-to-get discounts
11. 测试赠送折扣
“Many sellers are just giving a discount and not getting anything back for it. What are the list of concessions that you can get back when you offer a discount? Do you get references, product feedback, a longer commitment? A no-brainer concession is an annual price escalator where the price ‘automatically’ increases at renewal. At the very least, set up tracking for the most common ‘gets’ for every sales discount.”
许多卖家只是提供折扣,却没有得到任何回报。当您提供折扣时,您可以得到哪些让步?您会得到推荐、产品反馈、更长期的承诺吗?一个不费脑筋的让步是年度价格上涨器,价格在续约时“自动”增加。至少,为每笔销售折扣设置最常见“获得”的跟踪。—Madhavan Ramanujam, senior partner at Simon-Kucher
— Madhavan Ramanujam,Simon-Kucher 的高级合伙人
Improve how people work 改善人们的工作方式
Companies get stuck in operating rhythms that no longer work for the team. Fresh eyes can be a great opportunity to identify obsolete processes that almost always lead to an easy win.
公司陷入了不再适合团队的运营节奏中。新鲜的视角可以是识别过时流程的绝佳机会,几乎总是会带来轻松的胜利。
12. Get rid of meetings
12. 摆脱会议
“Figure out the meetings that are happening that people hate. Get rid of them or change them around to be meaningful. At Linktree, I axed 50% of meetings to create more maker time and consolidated around just a few key rituals.
找出人们讨厌的会议。将它们取消或重新安排,使其有意义。在 Linktree,我取消了 50%的会议,以创造更多的创作者时间,并围绕几个关键仪式进行了整合。To solve for higher shipping velocity, I introduced Demo Power Hour, which helped everyone feel ownership and pride in their work. To solve for transparency and accountability, I introduced Scorecard. And to solve for alignment and working more closely with founders, I introduced founder jam sessions with PMs, designers, and engineering leads.”
为了解决更高的运输速度问题,我推出了 Demo Power Hour,这有助于每个人都对自己的工作感到自豪和有责任感。为了解决透明度和问责制问题,我推出了绩效评分卡。为了解决对齐和更紧密地与创始人合作的问题,我推出了创始人与产品经理、设计师和工程主管的 jam 会议。—Jiaona Zhang, CPO at Linktree
— Jiaona Zhang,Linktree 首席产品官
13. Write a weekly update
13. 撰写每周更新
“I immediately start sending a regular (weekly) written update on observations, personal areas of focus, and kudos that allows you to scale leadership visibility in an async way. This is a great way for new leaders to quickly get visibility and build trust (which is much harder to do in a remote world).
我立即开始定期(每周)发送观察、个人关注领域和赞赏的书面更新,让您以异步方式扩大领导能见度。这是新领导者快速获得能见度并建立信任的好方法(在远程世界中要做到这一点要困难得多)。I also like to build a ‘personal’ data dashboard of metrics that matter to your success. This helps you learn the data tools, think about your goals, and get in the habit of looking at performance regularly.”
我也喜欢建立一个“个人”数据仪表板,显示对您的成功至关重要的指标。这有助于您学习数据工具,思考您的目标,并养成定期查看绩效的习惯。—Claire Vo, CPO at LaunchDarkly
— Claire Vo,LaunchDarkly 的首席产品官
14. Document how the business works
14. 记录业务运作方式
“I like to put together two documents right after I join:
“我喜欢在加入后立即整理两份文件:
A mind map of the domain: Inputs and outputs of the business equation. This helps the individual learn the space by dissecting it, but also gives a win to the team in terms of documentation. You can then easily pin existing projects to this map and plan for the future.
领域的思维导图:业务方程式的输入和输出。这有助于个人通过解剖来学习空间,同时也为团队在文档方面赢得优势。然后,您可以轻松地将现有项目固定到这张地图上,并为未来制定计划。A clear document about what the highest priorities are for the team: Writing this forces you to understand the space, pull information from people’s heads, and synthesize well, but, most importantly, align the team. Often people are too busy to write such a document. This helps people verify you understand, helps you clarify your thinking, and ensures you are now rowing with the team in the same direction.”
团队最重要的优先事项的明确文件:编写这个文件会迫使你了解情况,从人们头脑中获取信息,并进行很好的综合,但最重要的是,使团队保持一致。通常人们太忙,无法编写这样的文件。这有助于人们确认你的理解,帮助你澄清思路,并确保你现在与团队朝着同一个方向努力。—Geoff Charles, VP of product at Ramp
— Geoff Charles, Ramp 的产品副总裁
15. Build trust through feedback
15. 通过反馈建立信任
“Building trust is critical in the first 30 days. Without it, you can’t be effective. With it, you have the power to unlock the largest opportunities. The fastest way to build trust is through feedback.
“在最初的 30 天建立信任至关重要。没有信任,你就无法发挥作用。有了信任,你就有能力开启最大的机遇。建立信任的最快途径是通过反馈。”
Receiving feedback: Ask for feedback to not only get input, but also establish that you want to hear from others. If you are not getting any substantive feedback it’s not because you are perfect–most likely it’s that others don’t trust you yet to share it.
接收反馈:请求反馈不仅是为了获得意见,还要表明你愿意听取他人意见。如果你没有得到任何实质性的反馈,这并不是因为你完美无缺,很可能是因为别人还不信任你而不愿分享。Giving feedback: Be brave. Someone has to start giving honest feedback and, when done thoughtfully, you will elevate your relationship.
给予反馈:要勇敢。必须有人开始给予诚实的反馈,当经过深思熟虑后,你将提升你的关系。In growth, everyone needs to be rowing in the same direction and they need to get into formation ASAP. At Dropbox and Webflow, some of the strongest rapports I built happened when I shared feedback in the first week of working together. It established from the outset that I was transparent, invested in their success, and wanted us to win together.”
在成长过程中,每个人都需要朝着同一个方向努力,并且他们需要尽快进入形成队列。在 Dropbox 和 Webflow,我建立的一些最强烈的关系是在我们共同工作的第一周分享反馈时发生的。这从一开始就确立了我是透明的,致力于他们的成功,并且希望我们共同取得成功。— Melissa Tan, former head of growth at Webflow and Dropbox
— Melissa Tan,曾任 Webflow 和 Dropbox 增长主管
Mine the data 挖掘数据
Even the most data-driven operators steadily become blind to what’s going on in their product. Bring a fresh way of looking at the data to unlock overlooked insights.
即使是最注重数据的运营商,也会逐渐对其产品的情况视而不见。带来一种新的数据观察方式,以揭示被忽视的见解。
16. Grow revenue by slowing signups
通过减缓注册速度来增加收入
“Every time I have a first conversation with a CEO, they’ll say: our top of the funnel is getting thousands of signups every month, and we need to scale it even more as our inbound motion is working really well and we can see proportional growth in pipeline/monetization.
每次我与首席执行官进行第一次对话时,他们会说:我们的顶部漏斗每个月都有数千个注册用户,我们需要进一步扩大规模,因为我们的入站动作效果非常好,我们可以看到管道/货币化的成比例增长。All signups are not created equal. Yes, it’s good that your CEO cares about marketing, but it’s our job to drive non-linear growth in the business metrics. Only 20% to 30% of the signups actually matter in most products. Find out which segment of signups is driving or may drive revenue, and hyperfocus on growing that cohort, even at the expense of overall signup volume going down. You’ll be able to drive so much efficiency and put your budget and team in the right areas, versus trying 100 things to grow top of the funnel.”
所有的注册并不相同。是的,你的首席执行官关心营销是件好事,但我们的工作是推动业务指标的非线性增长。在大多数产品中,只有 20%到 30%的注册实际上是重要的。找出哪个注册段正在推动或可能推动收入,并专注于增长该群体,即使这可能导致整体注册量下降。你将能够提高效率,将预算和团队投入到正确的领域,而不是试图做 100 件事来增加漏斗顶部的增长。—Rajan Sheth, general partner and go-to-market advisor at HyperGrowth Partners
— Rajan Sheth,HyperGrowth Partners 的合伙人和市场推广顾问
17. Redefine success criteria for online ad campaigns
17. 重新定义在线广告活动的成功标准
“When you’re looking at ROI from ads and other marketing activities, look beyond signups and even conversions, all the way to retained customers. PLG customers tend to have higher churn, so if you ignore retention, you could be paying for customers that convert quickly but also churn quickly.”
当您查看广告和其他营销活动的投资回报率时,请不要只关注注册和转化,还要关注保留客户。产品引导式营销客户往往具有更高的流失率,因此如果忽略保留率,您可能会为那些转化快但也流失快的客户付费。—Jessica Gilmartin, CRO at Calendly
— Jessica Gilmartin, Calendly 首席营销官
18. Investigate why activated users churn
18. 调查为什么激活用户会流失
“As a general rule of thumb, 50% of signups will not activate (meaningfully use your product even once), and 40% of users who activate for the first time will drop within seven days. Focus on that 40% churn first. Don’t go after volume or non-actives. They have made the effort to use the product and you have more information about them, and there will be two or three common drop-off reasons which you can experiment around quickly.”
“一般来说,50% 的注册用户不会激活(即没有有意义地使用您的产品),而首次激活的用户中有 40% 会在七天内流失。首先关注这 40% 的流失。不要追求数量或非活跃用户。他们已经努力使用了产品,您对他们有更多信息,而且可能有两到三个常见的流失原因,您可以快速进行实验。”—Rajan Sheth, general partner and go-to-market advisor at HyperGrowth Partners
— Rajan Sheth,HyperGrowth Partners 的合伙人和市场推广顾问
19. Identify which features drive upgrades
19. 确定是哪些功能推动了升级。
“Run a simple correlation analysis for customers who grew their usage—by going on higher plans or adding users—to identify which features drove that. This analysis can then be used for sales conversations, as well as how you bundle your pricing plans.”
对那些增加使用量的客户进行简单的相关性分析,比如升级到更高的套餐或增加用户,以确定是哪些功能推动了增长。这种分析可以用于销售对话,以及如何打包定价计划。—Haresh Bajaj, VP of product growth at Pleo
— Haresh Bajaj, Pleo 产品增长副总裁
20. Look for performance discrepancies across platforms
20. 寻找跨平台性能差异
“When I start a new role, I typically look for quick ways to improve the product experience. For example, in my first months at Slack, I realized that user onboarding on mobile performed worse than on web, resulting in hundreds of thousands of people who were signing up without experiencing Slack’s magical value of seamless team communication. So I identified opportunities to simplify the mobile onboarding flow and shipped a quick experiment that increased user activation.”
“当我开始新的角色时,我通常会寻找快速改善产品体验的方法。例如,在 Slack 的最初几个月,我意识到移动端的用户入门体验比网页端差,导致数十万人注册而没有体验到 Slack 团队沟通的神奇价值。因此,我找到了简化移动端入门流程的机会,并推出了一个快速实验,增加了用户激活率。”—Jules Walter, product leader for Gemini at Google
— Jules Walter, Google Gemini 产品负责人
21. Identify and investigate power users
21. 确定并调查高级用户
“Build a working definition of your power users. Start with a cohort of your best-retained users and search for trends in their product usage that tell a story. Tack on some qualitative research to create a demographic and behavioral profile to match the data. Even a rough power user profile makes your PLG strategy significantly easier.
构建您的核心用户的工作定义。从您最好保留的用户群开始,搜索其产品使用中反映的趋势,以讲述一个故事。添加一些定性研究,创建一个与数据相匹配的人口统计和行为特征概况。即使是一个粗略的核心用户概况也会显著简化您的 PLG 策略。Overshare this profile with your marketing and product leaders—the fastest path to better conversion, higher monetization, and stronger retention is focusing acquisition and product optimization efforts on the segment of your users that naturally fit your product best; as you run experiments to further activate and engage this group, the results will compound.”
将此配置文件与您的营销和产品负责人共享——实现更好的转化、更高的货币化和更强的留存的最快途径是将获取和产品优化工作重点放在自然适合您产品的用户群体上;当您进行实验以进一步激活和吸引这一群体时,结果将会成倍增加。—Amaan Nathoo, head of growth at Durable
— Amaan Nathoo,Durable 的增长负责人
Talk to customers 与客户交谈
Regardless of your role, fresh intel from your customers will drive better decision-making and more customer empathy. Even better, talk to someone who could become a customer.
无论您的角色如何,来自客户的新信息都将推动更好的决策和更多客户共鸣。更好的是,与可能成为客户的人交谈。
22. Ask customers what they wish they could change
22. 询问客户希望改变什么
“Talk to a few customers directly right away (or even before you join). A question I love to ask is ‘If you had a magic wand, what would you change about [product]?’
立即直接与几位客户交谈(甚至在加入之前)。我喜欢问的一个问题是:“如果你有一根魔法棒,你会改变[产品]的什么?”You’ll find the answers often break out from feature gripes and into the problems customers are facing that they wish you were solving better. Armed with this intel, you can confidently share firsthand insights with the team (during a time when you are otherwise operating with minimal data) and role-model customer-centric behaviors and curiosity for your team.”
通常,您会发现答案往往不仅仅是关于产品功能上的抱怨,更多是客户面临的问题,以及他们希望您能更好地解决的问题。凭借这些信息,您可以自信地与团队分享第一手见解(在您在其他情况下几乎没有数据的情况下),并为团队树立以客户为中心的行为和好奇心的榜样。—Paige Costello, head of AI at Asana
— Paige Costello, Asana 的 AI 主管
23. Try to sell your product yourself
23. 尝试自己销售你的产品
“Nothing beats going out into the field, talking to prospects—even cold-calling—and existing customers to understand their pain points, what is working and not working to solve these pain points, and making the sale happen yourself. This way, you understand how to tailor your acquisition efforts across all touchpoints, like ads, email marketing, website, sales pitch, partners, SEO, etc.”
“没有什么比亲自走出去,与潜在客户——甚至是冷调——以及现有客户交谈,了解他们的痛点,了解解决这些痛点的有效与无效方法,并亲自促成销售更胜一筹。这样,您就能了解如何根据广告、电子邮件营销、网站、销售话术、合作伙伴、搜索引擎优化等所有接触点来调整您的获取客户努力。”—Haresh Bajaj, VP of product growth at Pleo
— Haresh Bajaj, Pleo 产品增长副总裁
24. Ask about global payment providers
24. 询问全球支付提供商
“If you have a global user base, you will need to offer different payment providers for your self-serve customers. Implementing the new payment providers will take time, but you can quickly learn which payment providers your users prefer.
如果您拥有全球用户群,您将需要为自助客户提供不同的支付提供商。实施新的支付提供商将需要时间,但您可以快速了解您的用户更喜欢哪些支付提供商。My quick win is to add a survey to your checkout flow to get context on which payment providers your users want to pay with. This data will help build a case to present to the infrastructure and billing team.”
我的快速胜利是在结账流程中添加调查,以了解用户想要使用哪些支付提供商支付。这些数据将有助于建立一个案例,向基础设施和结算团队提出。—Francesca Krihely-Price, head of marketing at Oso
— Francesca Krihely-Price,Oso 市场总监
25. Leave no deal behind
25. 不要放弃任何交易
“Improving our win rate is a company key result. While product continues to build features that support that, our sales and marketing teams work on initiatives to make sure no deal is left behind. This includes campaigns like engaging those previously lost to competition, those with high product-led growth scores (high product usage) that didn’t convert, and trial cancellation emails to ask what we could have done better.”
“提高我们的获胜率是公司的关键结果。虽然产品继续开发支持此目标的功能,但我们的销售和营销团队致力于确保没有任何交易被忽视。这包括吸引之前输给竞争对手的客户的活动,那些具有高产品驱动增长分数(高产品使用率)但未转化的客户,以及试用取消的电子邮件,询问我们可以做得更好的地方。”—Andrea Kayal, CRO at Help Scout
— Andrea Kayal, Help Scout 首席营销官
Final words of advice 最后的建议
In a new role, it’s almost inevitable that you’ll feel like you’re falling behind or you’re missing out on context that everyone else takes for granted. Remember that your beginner’s mind has its advantages. You can revisit areas like the website or the product experience and catch issues that others have become blind to. You can ask the questions that others might have been afraid of, and then use the answers to try a different approach.
在新角色中,你几乎不可避免地会感觉自己落后了,或者错过了其他人视为理所当然的背景信息。请记住,初学者的心态也有其优势。你可以重新审视诸如网站或产品体验等领域,并发现其他人已经视而不见的问题。你可以提出其他人可能害怕问的问题,然后利用答案尝试不同的方法。
The trick is to be intentional—you are in the driver’s seat of your onboarding. Keep an eye out for potential improvements, assess which of those improvements are indeed quick wins, and then advocate to give them a try. The faster you drive improvements, the faster you integrate into the team. Soon enough, you’ll be trusted to take on even more.
诀窍在于有意识地掌控自己的入职过程。留意潜在的改进点,评估哪些改进是确实能够快速实现的,然后倡导尝试它们。你越快推动改进,就越快融入团队。很快,你将被信任承担更多责任。
Be sure to pick your battles wisely. Just as making an impact quickly puts you on a fast track, driving disruptive changes that don’t pay off can alienate others and erode trust. A final word of advice comes from Zach Kitschke, chief marketing officer at Canva:
一定要明智地选择你的战斗。就像快速产生影响会让你走上快车道一样,推动不划算的颠覆性变革可能会疏远他人并磨损信任。最后一句建议来自 Canva 的首席营销官 Zach Kitschke:
“One of the biggest pieces of advice we give folks starting at Canva is to take the time to just be new. Soak it all in, ask questions, build relationships, but don’t try and ‘do’ too much early on. People often feel like they need to immediately deliver results, but the first few months are a period of transition you only get once. That space to think, gain context, and the relationships built are what set you up for the long haul.”
“在 Canva 开始工作时,我们给新人的最重要建议之一是花时间成为新人。吸收一切,提出问题,建立关系,但不要试图在一开始就做太多事情。人们常常觉得他们需要立即交付结果,但最初的几个月是一个你只能经历一次的过渡期。思考、获取背景知识以及建立的关系是为你长期发展打下基础的关键。”—Zach Kitschke, chief marketing officer at Canva
— Canva 首席营销官 Zach Kitschke
Thanks, Kyle! For more from Kyle, don’t miss Growth Unhinged and his LinkedIn.
谢谢,凯尔!要了解更多关于凯尔的信息,请不要错过《Growth Unhinged》和他的 LinkedIn。
A huge thank-you to Amaan Nathoo (head of growth at Durable), Andrea Kayal (CRO at Help Scout), Cate Lochead (CMO at Snorkel AI), Christopher Miller (VP of product, growth, and AI at HubSpot), Claire Vo (CPO at LaunchDarkly), Elena Verna (interim head of growth and data at Dropbox), Francesca Krihely-Price (head of marketing at Oso), Geoff Charles (VP of product at Ramp), Haresh Bajaj (VP of product growth at Pleo), Hila Qu (growth advisor), Jessica Gilmartin (CRO at Calendly), Jiaona Zhang (CPO at Linktree), Jules Walter (product leader for Gemini at Google), Kyle Coleman (CMO at Copy.ai), Madhavan Ramanujam (senior partner at Simon-Kucher), Melissa Tan (former head of growth at Webflow and Dropbox), Paige Costello (head of AI at Asana), Rajan Sheth (general partner at HyperGrowth Partners), Tom Orbach (head of growth marketing at Wiz and author of Marketing Ideas), and Zach Kitschke (CMO at Canva) for contributing to this post. Art by Natalie Harney.
Amaan Nathoo(Durable 增长负责人),Andrea Kayal(Help Scout 首席营销官),Cate Lochead(Snorkel AI 首席营销官),Christopher Miller(HubSpot 产品、增长和人工智能副总裁),Claire Vo(LaunchDarkly 首席产品官),Elena Verna(Dropbox 代理增长和数据负责人),Francesca Krihely-Price(Oso 营销负责人),Geoff Charles(Ramp 产品副总裁),Haresh Bajaj(Pleo 产品增长副总裁),Hila Qu(增长顾问),Jessica Gilmartin(Calendly 首席营销官),Jiaona Zhang(Linktree 首席产品官),Jules Walter(Google Gemini 产品负责人),Kyle Coleman(Copy.ai 首席营销官),Madhavan Ramanujam(Simon-Kucher 高级合伙人),Melissa Tan(Webflow 和 Dropbox 前增长负责人),Paige Costello(Asana 人工智能负责人),Rajan Sheth(HyperGrowth Partners 常务合伙人),Tom Orbach(Wiz 增长营销负责人,《营销创意》作者),Zach Kitschke(Canva 首席营销官)对本文的贡献表示衷心感谢。Natalie Harney 提供的艺术作品。
Have a fulfilling and productive week 🙏
祝您有一个充实而高效的一周 🙏
🔥 Featured open role: Product Manager of Collaboration @ Notion
🔥 特色开放职位:Notion 的协作产品经理
We recently partnered with Notion to help them scale their PM team. One role that’s particularly interesting to me is an opportunity to own the asynchronous collaboration experience within Notion. If you’d like to get referred directly for this role, follow this button:
最近,我们与 Notion 合作,帮助他们扩大产品经理团队。对我来说特别有趣的一个角色是拥有在 Notion 内部的异步协作体验的机会。如果您想直接获得这个职位的推荐,请点击以下按钮:
If you’re hiring and want to work with us, apply here. Our team will reach out if we think it’s a good fit. Note, we primarily work with fast-growing U.S.-based startups.
如果您正在招聘并希望与我们合作,请在这里申请。如果我们认为合适,我们的团队将与您联系。请注意,我们主要与快速增长的美国初创企业合作。
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如果您觉得这份通讯有价值,请与朋友分享,并考虑订阅(如果您还没有订阅)。我们提供团体折扣、赠送选项和推荐奖金。
Sincerely, 真诚地,
Lenny 👋 莱尼👋
Recommend Lenny's Newsletter to the readers of Belliedmonkey’s Substack
向 Belliedmonkey 的 Substack 读者推荐 Lenny 的新闻简报
A weekly advice column about building product, driving growth, and accelerating your career.
关于构建产品、推动增长和加速职业发展的每周建议专栏。
Great advice. 很棒的建议。
Low-hanging fruit is such a simple yet powerful concept. Harvested one while reading the article!
低挂果实是一个简单而又强大的概念。在阅读文章时就收获了一个!
Really helpful thanks for compiling! I particularly like the "reverse trial for existing", "getting rid of meetings" and the last point on just taking your time and not being rushed into "superhuman mode".
真的很有帮助,谢谢你的整理!我特别喜欢“现有逆向试验”、“取消会议”以及最后一点关于慢慢来,不要被迫进入“超人模式”。