Elena Verna: Hiring growth roles without targeting specific friction is a mistake
Elena Verna · 20 Growth: The 3 Levers to Successful Growth Models, The 3 Types of Growth Hires Startups Need To Know, The 3 Stages All Successful Growth Teams Need To Go Through with Elena Verna, Advisor @ MongoDB and HP · Oct 28, 2021 · at 21:26
Elena Verna, growth executive and startup advisor, discusses common errors founders make when structuring and hiring for growth roles.
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“Going after just saying, oh, everybody's hiring growth PMs, or everybody's hiring growth marketer, without actually understanding where the friction is lying within your growth system, to hire for the role that will be able to unlock that friction based on the hypothesis that you have of that growth model is the biggest mistake that you can make.”
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More from Elena Verna
Verna: Paid marketing in year one is a death trap for founders
“For any founder in the first year, investing in paid as the means of growth is a death trap.”
Verna: Startups under five years old cannot accurately calculate their LTV
“Unless you've been in the business for five years plus, You do not know your LTV. Period.”
Verna: Paid marketing is the most expensive and defenseless growth path
“Paid marketing to me is Is a cheap way out, and it's not competitively defensible. I should say cheap. It's actually the most expensive way out, and it's not competitively defensible at all, and it's not sustainable.”
Verna: Meta ads deliver very little incremental growth for startups
“Meta... Just very little incrementality. Just a bunch of pass through views that don't materialize into anything.”