¿Cuáles son algunas de las mejores prácticas para realizar una auditoría de crecimiento?

Start by defining clear objectives and KPIs to understand where you stand. Analyze your current marketing strategies, customer engagement channels, and sales funnel efficiency. Use data analytics tools to dive deep into customer behavior, segment performance, and conversion rates. Identify underperforming areas and why they lag. Also, review your competitors' strategies to uncover insights and opportunities. Involve cross-functional teams for a holistic view and innovative solutions. Finally, prioritize actionable insights based on impact and feasibility, setting a roadmap for implementation. This systematic approach ensures a comprehensive evaluation, helping pinpoint growth levers and areas for optimization.

Your growth objectives must be used to support the overall business objectives, much like how it would ladder up in an OKRs (Objective Key Results) process. Otherwise, it is easy to miss the mark on how your startup is working together to achieve the next fundraising round, product launch, or road to profitability. Rather than just focusing on increasing users, revenue, or loyalty, it is best to prioritize this based on your current needs. As an example, if you're solely focusing on increasing users when the product isn't ready to be launched or if there is high churn, then there might be further implications and you would risk having a leaky bucket. Sense check your SMART goals with your product roadmap.

In my experience, defining OKRs should be done on 3 different levels: — Company OKRs: reflect the company's painted picture (vision, mission towards ≈3 years) and be holistic enough to use them as an overarching umbrella — Stream / Group level OKRs: Group leaders decide on which OKRs from the company level they want to support and decompose deeper — Team-level OKRs: each team takes a metric and creates a set of initiatives to drive it. It's important to avoid duplications and overlaps at scale, this is why transparency is the key (e.g. Company-wide spreadsheet with OKRs divided by each level) To summarize: define OKRs on 3 levels and prioritize a limited number of KR metrics (4-6) to keep it simple.

Conducting a growth audit is crucial for aligning current operations with strategic aspirations. Best practices involve a holistic approach that combines quantitative data and qualitative feedback, uncovering strengths and opportunities. It's essential to engage stakeholders for a comprehensive view and leverage data analytics for deep insights. Viewing the audit as a collaborative discovery process rather than scrutiny shifts the focus toward innovation and strategic alignment, empowering teams toward growth.

Auditing growth signals are important, Here how do it: Evaluate video performance metrics Analyze past video engagement data, including views, shares, and conversions, to understand what drives growth and refine content strategies. Review content distribution channels Ensure your video distribution strategies align with where your target audience is most active, optimizing reach and impact. Analyze production workflows Identify bottlenecks or inefficiencies in the video production process, allowing for more streamlined operations and faster content delivery. Benchmark against industry standards Compare your video production quality and performance with industry leaders to ensure your approach remains competitive and growth-focused.

Here's my 3-step growth audit framework that revealed $500k in hidden revenue opportunities: Map Revenue Leaks: - Track conversion drop-offs - Document pricing gaps - Monitor churn patterns → Found 40% in cost savings Analyze Growth Engines: - Score channel efficiency - Measure CAC by source - Track CLV trends → Boosted ROI by 200% Audit Customer Journey: - Document friction points - Test value delivery - Monitor satisfaction signals

I found it helpful to combine several components in a Growth Framework while auditing products and uncovering growth opportunities: — User Journey steps: start with decomposing each step in the product flow. — Problems connected to each step: this should be data-informed using qualitative and quantitative data — Hypotheses on how to improve it: We believe (problem), because (data/feedback) — Solution / Prediction: if we (change), it can improve (impact) — Behavioral principles: e.g. improving discoverability by using "Hick's law" — WSLL: what success looks like, Leading + Primary metrics As a result, it should give a list of hypotheses to prioritize for the growth roadmap.

Building a framework also needs to follow the SMART methodology. Also, we should add periodic milestones on your growth trajectory in order to rain check whether the framework and strategy are moving hand in hand.

A growth framework employs multiple tools and weaves them together in a coherent way. A growth strategy canvas is helpful but one has to go deeper to really assess enablers, competency, and the disposition of leadership. One could complete a successful audit on a tool, but miss so much because it is just one tool. A genuine framework approach embraces assessing multiple tools and looks at your business from multiple perspectives to help identify next steps, and create a plan for implementation.

To conduct a robust growth audit, articulate your growth objectives clearly in one statement. This sets the stage for a comprehensive assessment of your growth framework, encompassing an in-depth analysis of current strategies, market dynamics, and organizational capabilities. The objective statement serves as a guiding beacon, ensuring that the evaluation is purposeful, targeted, and aligns with your overarching goals, paving the way for strategic refinement and optimization.

In the past year I've conducted 10+ growth audits and when it comes to analysing growth metrics, I always start with this question: Where should we be focusing? There's always room to improve every metric. But unless you have a huge growth team and can run a very high volume of growth experiments, you'll need to focus on driving up just a few metrics. This means that you want to analyse your growth metrics before you set your more granular growth objectives. So: 1st - Identify which part of the funnel requires the most improvement 2nd - Select one or two growth metrics that capture the performance of this part of the funnel 3rd - Set targets for associated growth metrics

One of the best techniques I find help you understand your metrics is build a quantitative picture of potential impact before committing to one objective or another. To do this you look at: - What is the metric now - What is a relevant benchmark - How much could we improve it - What does that improvement mean for our North Star Metric - What is the difficulty of achieving it - What are the resources needed Is it an exact science? No. But it helps you more fairly evaluate opportunities and figure out what will drive the most value.

Growth metrics are the lifeblood of understanding your business's performance and impact. 🚀 When conducting a growth audit, it's crucial to align your acquisition, activation, and retention metrics with your growth objectives and industry benchmarks. Tools like Pirate Metrics (AARRR) and Lean Analytics can be game-changers in visualizing these metrics and pinpointing bottlenecks or opportunities. 📊 For instance, if your retention metrics lag behind industry standards, it might be time to revisit your customer engagement strategies. Keep pushing the envelope and watch your business soar! 🌟

At a more basic level, you want a high-level understanding of your funnel (how many website visitors > how many sign-ups> how many users activate > how many convert). Then, you can compare rates by channel, over time, and with benchmarks. Often, getting this basic mental model right and socializing it within your team is the best jumping-off point.

Dive into the numbers. Which KPIs are performing well, and which ones are lagging? For example, if your conversion rate is low, that’s a red flag to explore further.

Evaluate each channel—email, social media, paid ads, SEO—to see how they’re contributing to growth. Look at key metrics like CTR, conversion rates, and CPA. Identify which channels are driving results and which are underperforming. For example, if social media traffic is high but conversions are low, your targeting might need work. Compare against benchmarks to spot gaps. Assess whether you’re allocating resources effectively, and look for opportunities to optimize or reallocate efforts to channels that yield the best results. Consider how channels can work together to amplify growth.

For channels audit I like to look at similarweb data for competitor websites (if you don't have direct competitors look at complementary products). Those data give a good overview of which channels might be relevant. Next you want to compare similarweb data to your google analytics. That should allow you to spot which channel is currently underused.

To conduct a comprehensive growth audit, clearly define your growth objectives in one statement. Direct your focus towards auditing your growth channels by evaluating the performance, effectiveness, and synergy of each channel in relation to the stated objectives. This strategic assessment ensures that your growth efforts align with the overarching goals, enabling you to refine, optimize, or reallocate resources based on the impact and contribution of each channel to the desired growth outcomes.

Nothing can ever improve if we don't know our starting point. A strong cross-channel audit is the most important step to start growing. Don't be afraid or shy of presenting an audit with too many red flags or issues. That's the sign of an even more valuable audit. Whoever this audit will be shown too, it is for the best that it's delivered as close to the truth as possible so then you can start improving, knowing thoroughly and confidently, what your weaknesses are.

One thing I've found helpful is evaluating each growth channel based on the objective from step 1. How has each channel contributed to achieving the objective? For example, if the goal is to increase MRR by 20%, I'd look at which channels drove most new customers using first-touch and last-touch attribution.

This is where, having frank honest conversations with different team members comes in handy. Allowing them to have an open and transparent conversation about pain points, stressors, opportunities etc without the fear of potential backlash is so hard for some companies to do. It is also why potentially hiring a third party business or consultant can be so effective because team leads can speak with an outside party more freely than if speaking to management.

How is the audit and review different? They need to be amalgamated to create a unified methodology. As much as it is important to stick to a strategy, it is equally important to periodically review if the strategy itself is right or not.

Examine the effectiveness of your growth tactics. Evaluate the success of campaigns, A/B tests, and user engagement initiatives. Identify tactics with the highest ROI and those requiring refinement. This analysis guides the optimization of your tactics for maximum impact.

La tactique est la mise en opération du plan stratégique. Il faut délimiter cette dernière dans un temps impartie et en corrélation avec les objectifs chiffrés définis préalablement. Une bonne tactique comprend de la planification, de l'anticipation et se subdivise en plusieurs hypothèses pour anticiper différents scénariso et donc éviter la gestion dans l'urgence. Il faut aussi toujours penser à prévoir un taux d'imprévu de l'ordre de 20%.

After a growth audit is completed, you're not done! Creating systematic review processes for you to evaluate and improve your growth strategies as you go is a best in class practice. Do remember to create a quarterly cadence to take a step back and look at the bigger picture of your audits. Tracking your improvements will not only help you build your toolkit, but also help with morale building and making better informed decisions.

A helpful tip: Consider running 2-week growth sprints. 2-week growth sprints. In these sprints, you set specific, measurable goals and tasks to drive growth. Review your accomplishments at the end of each sprint, analyze the data, and adjust your strategy accordingly. This iterative process helps maintain momentum and ensures your efforts are aligned with your overall growth objectives. Engaging with your team during these sprints can foster creativity and accountability, leading to more innovative solutions and sustained growth outcomes. Regularly revisiting and refining your approach ensures agility in a dynamic market.

Translate the findings of the growth audit into a meticulously crafted action plan that not only addresses identified opportunities and challenges but also aligns with your overarching business goals. For instance, if the audit reveals a gap in customer service, strategize on implementing training programs and technology upgrades to enhance the customer experience, ensuring a comprehensive approach to sustainable growth. This depth of planning ensures that each step is purposeful and contributes directly to your business's long-term success.

Growth isn’t just about what you’ve done but what you will do next. Plan your future initiatives carefully to stay ahead of the curve and keep momentum going.

After completing the audit, it’s time to plan your subsequent steps. Based on the insights gained, define a clean movement plan that addresses any problems recognized throughout the audit. This plan has to consist of particular movements to optimize your boom framework, metrics, channels, and procedures. Prioritize these movements based totally on their capacity to impact your boom objectives. Having a detailed plan ensures that you may enforce modifications efficiently and continue driving growth in a structured and strategic manner.

Based on your assessments, create a roadmap for future growth. Prioritize initiatives that align with your objectives and show the most potential. Develop a timeline for implementation, ensuring a strategic and phased approach. Planning your next steps sets the course for seamless execution.

A successful growth audit begins with a clear understanding of your goals and objectives—grounding yourself in the business strategy and evaluating performance against set targets. Examine strategic initiatives supporting this strategy, comparing them to success metrics. Distill your findings into powerful takeaways that resonate with your audience. The audit should uncover insights with strong implications for the business's future direction. These insights should naturally lead to robust, forward-looking strategies that can drive future growth. It's about connecting the dots—from current performance to future potential—and articulating a compelling narrative that links past efforts to future opportunities.

Growth auditing involves assessments of people, processes, and whole systems. Step one is evaluating whether or not the current talent and skill sets in place are aligned with what the company needs. Step two is refining processes to enable scaling (e.g., establishing a strong Salesforce process that allows for effective pipeline reviews and forecasting). Third, align incentives with the board, ELT, and growth strategy. For example, offering 3x commission on SaaS revenue compared to services, with accelerators as tiers increase, motivates sellers to prioritize repeatable, scalable revenue that drives long-term customer value and enterprise growth.

Use the SEE THROUGH method, basically seeing through the eyes of "another person", experiencing the world through their perspective. 1) INTERNAL - Conduct your audit in the trenches. Shadow your front-line staff, customer service reps, and sales team. Their daily life holds growth secrets your dashboards miss. 2) CUSTOMERS - "Play customer" for a week. Use your product, navigate your sales funnel, deal with your support. You'll uncover friction points and opportunities that never show up in reports. 3) BRING IN OUTSIDERS - Not consultants, real people from different industries, backgrounds, even your target demographic's grandparents. Their fresh eyes will spot blind spots you've become numb to.

The fastest way of increasing conversion is to help unblock the highest intent buyers. The best ROI project is re-writing the checkout page error copy. Helping someone buy what they already want is easier than convincing an uninterested person to buy. The highest intent people, by far, are those who tried to pay you and hit an error. Here is how to do it: 1. Audit and compile a list of the checkout errors user sees for the last 90 days. 2. Count and sort the errors by frequency. 3. Re-write each message ensure that users know: a) what went wrong; b) how to fix it; c) what to do next. Try to hit the top 80% of errors that users see. It's by far the easiest way of getting a boost in new revenue.

Look at your revenue results. Find your highest revenue contributors, then go double down on these channels. When you amplify your success, you grow