Elena Verna 3.0

Growth leaders suffer from high turnover rates because they are often hired into companies with unrealistic expectations or fundamental product issues they cannot fix.

"Very few growth people actually stay in the job for over a year or two years. There's a lot of constant churn and constant rehiring. ... growth teams are becoming one of those departments that has a h..."

Sustainable growth requires layering different motions at the right time, starting with a founder-led culture where every department feels responsible for growth.

"Wait for growth until you are ready to overlay product-led growth on top of your sales motion. ... honestly, the longer you wait, the better it is because that way your entire company will be trained..."

Hiring a growth leader cannot fix a declining business if the root cause is a fundamental failure in the core product or marketing strategy.

"If you have the overall business slowing down, your head of growth is destined to fail because the reason business is slowing down is much deeper than not having a growth team. ... if you have core pr..."

The sequence of your acquisition hires should be determined by whether your primary revenue motion is driven by product-led self-service or human-led sales.

"If you're starting with self-serve monetization, growth hire should be frankly first before sales. ... If you have any product-led components where product is responsible for acquisition, activation,..."

Marketing site redesigns and rebrands are rarely effective growth levers and often fail to produce meaningful improvements in acquisition performance.

"Never ever once have I seen a rebrand or redesign, especially of UK marketing site produce good performance results. New CMO comes in designing their website or designing the brand as if it was reflec..."

Founders must lead the initial growth phase themselves to establish product-market fit before delegating the function to a dedicated growth team.

"In order to get the growth going in the company, a founder and the founding team have to figure out how to make it grow to the first, let's say a million, 5 million, 10 million in ARR. Some of the com..."