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Human-Powered Growth: Principles and Process for Building Teams that Take You Further, Faster

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Melissa Matlins
VP Marketing, B2B at Vimeo
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Global Growth Marketing Conference 2019
December 10, 2019, San Francisco, USA
Global Growth Marketing Conference 2019
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Human-Powered Growth: Principles and Process for Building Teams that Take You Further, Faster
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About speaker

Melissa Matlins
VP Marketing, B2B at Vimeo

Melissa has spent the last 15 years building marketing teams and tech companies in San Francisco and New York. Today, as VP Marketing at Vimeo, Melissa helps organizations leverage the power of video to connect with audiences and grow their businesses and communities.

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About the talk

The biggest bet that you will ever make on the future of your company’s growth is not what you spend your marketing dollars on or which product strategies you deploy, but the teams that will actually execute those initiatives. And thankfully, if you already have a growth mindset, it’s easier to build the right one. In this session, you’ll learn how to apply growth principles and processes to optimize the often long and stressful recruiting process, structure your teams effectively, manage team dynamics (especially when they’re difficult), and cultivate a culture of idea diversity.

00:04 Introduction

01:39 Your instincts can work against you

02:14 Hiring people = Growth marketing

02:35 Hiring vs Recruiting

04:40 Too busy to hire = too busy to grow

06:00 Hiring hacks

08:46 Your team is a narrative, not an org chart

09:52 Goal setting

10:55 Team dynamics

13:50 Growth is human-powered

15:35 Q&A

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Hey there so quick question for the audience. 00:03 How many folks brought their team here? 00:06 Anyone? 00:10 Couple folks how many people are hiring next year? 00:10 Pretty much everybody so this is a session, 00:16 not about the doing but about the doers. 00:19 I call it human powered growth. 00:22 So I'll get right to it, 00:24 so a lot of you are in a very high growth high velocity mode so. 00:26

As many of you already know building a team when you're growing fast is 00:30 Pretty different so the two things to keep in mind. 00:35 In this depends on any scale company that you're at. 00:38 Is the percentage of that change. 00:42 Are you going from 5 to 10 people? 00:44 Are you going from 500 to 00:47 a 1000 people? 00:49 And the velocity of that change, 00:49 so are you doing that in 3 months, 00:51 6 months, 18 month?. 00:53

So when you look at the Amazon headcount growth curve and you think, 00:53 to yourself, Oh my gosh like. 00:58 This looks completely insane. 01:00 How do you ever manage and lead through a change like this? 01:00 I mean lesser at Amazon in which case you might actually know about some of that. 01:04 You'll see that, like it's a step function right so you keep looking at this curve and you think this is really crazy. 01:09

But when things get really crazy is when the time 01:15 horizon changes. 01:18 So even if you're at a small company right now. 01:18 Or if you're an individual who's building an idea and you go out and you hire 3 people. 01:21 That means that. 75% of your team is new, 01:26 and suddenly the picture of how your team works together. 01:29 What your team dynamics look like and what you're looking for in a higher is going to start to look really different. 01:31

So here's the thing so you're human, your team is human. 01:38 Ann is very human to have all of these different. 01:41 Emotions right you want to stick with what's comfortable you might be afraid of hiring the wrong people if you're the hiring manager. 01:44 You don't want to give away your job and you also may be thinking of hiring and managing people. 01:50 As another job that's not really central to the growth in marketing that you're used to doing day today. 01:56

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