20Growth: The Golden Rule to $100M in ARR, Why CAC to LTV is BS Early On, Why Your First Growth Hire Should Be a Former Founder & How Ramp Does 200 Growth Experiments Per Quarter with Guillaume Cabane

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4.4 • 637 Ratings

🗓️ 29 November 2023

⏱️ 65 minutes

🔗️ Recording | iTunes | RSS

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Summary

Guillaume Cabane is a growth advisor to high-growth SaaS Startups, including Ramp, Spot, Airbyte, G2, Gorgias, Metadata, Madkudu, and others. Guillaume held VP of Growth roles at Drift, Segment, and other successful startups, where he helped them grow from ~50 to 300. Prior, Guillaume spent 6 years at Apple.

In Today's Episode with Guillaume Cabane We Discuss:

1. Entry into Growth:

How did Guillaume make his way into the world of growth?
What are 1-2 of his biggest lessons from him time at Segment where he 4x revenue?
What does Guillaume know now that he wishes he had known when he entered growth?

2. Enterprise vs SMB & CAC/LTV:

Why does Guillaume think it is harder to go enterprise down than SMB up?
What are the biggest mistakes companies make when scaling into enterprise?
What are the biggest mistakes startups make with product-led-growth motions?
Why does Guillaume believe it is impossible to analyse CAC/LTV in early companies?

3. Activation, Engagement and KPI Setting:

What are the biggest mistakes companies and teams make in activation?
What can growth and marketing teams do to guarantee engagement in prospects?
Why are all KPIs not tied to revenue BS?

4. Hiring the Growth Team:

What are the core characteristics of great growth hires?
How quickly does it become apparent when you have made a bad growth hire?
Why do founders make the best profiles when hiring your first growth hire?
What are the biggest mistakes Guillaume has made when hiring for growth?

5. Why Growth is Like Venture:

What is the secret to building a great growth portfolio?
Why is it impossible to scale to $50M ARR with only one good channel?
What is the right way to spread resources across channels?
When is the right time to add new channels and diversify?

Transcript

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0:00.0	When I care about how many experiments can I have running at the same time where I learn is you can drive value about mistakes, problems of the business.
0:09.9	You have discovered that your audience does not know, you will get engagement guaranteed.
0:14.8	Reject any KPI that is vanity.
0:17.5	You don't care about traffic.
0:19.2	You don't care about any of those KPIs. Anything you care
0:22.7	about is weight-adjusted pipeline dollars. Welcome to 20 Growth with me, Harry Stebbings. Now, this is
0:28.4	the monthly show where we sit down with the best growth leaders in the world to discuss their
0:32.3	tips, tactics and strategies when it comes to scaling growth experiments and teams. Today's show is why I started
0:39.2	this series, actionable, granular advice that founders can learn from and use in their business today.
0:45.2	And so with that, I'm thrilled to welcome G Kabyne or Giam Kabyne, growth advisor to high-grossass
0:50.5	startups, including Ramp, G2, Gorgeous and others. Guillaume previously held VP
0:55.7	of growth roles at Drift, Segment and other successful startups, where he helped them grow
0:59.9	from 50 to 300, and before that, Guillaume spent six years at Apple. But before we dive into the
1:05.3	episode's day, I'm refreshing the 20VC Mero board, and I'd love your input again. It's really
1:10.5	easy. Just head on over to Mero.com
1:12.8	forward slash 20VC and leave your guest suggestions for future shows. And you can do it with a digital
1:18.1	sticky note or a comment. You can head over to Mero.com forward slash 20VC. And Mero actually
1:24.3	sponsored this episode. If you haven't already tried it, I think you'll love it.
1:27.9	Miro is the online workspace for innovation.
1:30.7	It's packed with the right capabilities to be your dream product's home base,
1:35.1	that you can visualize content, data and research findings all in one space with no problem.
1:40.9	It means this space is where you map customer journeys with the whole product team, create user behavior dashboards, and map process diagrams. And finally, it's where
	...

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