2OGrowth: The Six Channels Startups Need to Dominate to Grow, Why the Best Growth Talent Never Comes from Marketing or Product, Who and How to Hire Growth Leaders and Teams and Why in a World of AI, Growth is More Science than Art with Matt Lerner

Posted on 31st May 2024 by Luca

Matt Lerner is one of the OGs of growth having spent 11 years leading growth teams at PayPal. Post PayPal, Matt led the growth marketing program at 500 Startups. He is also the bestselling author of Growth Levers and How to Find Them. Today, Matt is the Co-Founder and CEO of SYSTM, an accelerator program helping startups find their growth drivers. 

In Today’s Episode with Matt Lerner We Discuss:

1. From Philosophy Student to PayPal Growth Leader:

  • How did Matt make his way into the world of growth?
  • What were Matt’s biggest lessons from 11 years at PayPal?
  • What did Matt know now that he wished he’d known when he entered the world of growth?

2. How to Master Growth:

  • What is growth to Matt? What is it not?
  • Why does Matt think growth is more science than art?
  • Does Matt Agee with Adam Gross @ Vimeo that paid acquisition below $100M ARR isn’t PLG?
  • How does Matt think AI will change the world of growth today?
  • What does Matt think are the most common growth mistakes founders make?

3. Optimizing Growth Channels: Dos & Don’ts

  • Why does Matt believe there are only six types of growth channels?
  • What is the “locksmith moment” & how do startups find channels that work for them?
  • How does Matt pick a Northstar metric? 
  • What are the most common mistakes founders make when picking North Star metrics? When is the right time to change them?
  • How does Matt approach horizontal product messaging? What works? What doesn’t work?

4 . How to Hire & Manage Growth Teams

  • What does Matt look for in the first head of growth hire?
  • What questions does Matt ask when interviewing?
  • What were Matt’s biggest hiring mistakes? What did he learn?
  • Why does Matt think the best growth hires have no marketing experience?
  • What are Matt’s two steps to master onboarding?
  • What are the 3 most common patterns in leaders according to Matt?

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