Growth Marketing vs. Growth Product

Simplifying complex concepts

Almost every company I advise has a different conceptual model for Growth Marketing and Growth Product functions. 🤔

1. Some think Growth Marketing = Growth Product.
2. Others think that Growth Marketing ≠ Growth Product optimizes only one and ignores the other.

In practice, Growth at Scale requires Growth Marketing + Growth Product. And both on a rockstar level. 🎸

Growth Marketing

Owns the marketing-led motion. Focuses on generating demand through non-product channels (SEO, Paid Channels, etc.) and amplifies the products-led and human touch motions (Sales, Success, Account) through lifecycle marketing.

Growth Product

Owns the product-led motion end to end. Shares accountability with growth marketing to scale the self-serve business. Supports human touch teams through product-assisted experience. PLS (Product Led Sales) falls here.

🟢 Work with me!

There are three ways we can work together. Check those out. 😉

The Ground Rules

1. Growth Product people are Product people. 😉

2. PLG without Growth Marketing is incomplete.

3. Growth at Scale = Growth Marketing + Growth Product.

4. Growth Marketing's responsibility is beyond acquisition.

5. Both Growth Marketing and Product supporting Human Touch

It's wild that 9 out of 10 'Head of Growth' job posts still don't recognize the subtleties of growth roles. Let's change it.