Building growth teams across Marketing and Product | Adam Fishman (Imperfect Foods, Patreon, Lyft)

Adam is a Growth and Product advisor, the author of the FishmanAF Newsletter and creator of the Startup Dad podcast. He’s also  an executive in residence at Reforge where he leads the Growth Series and co-created the Growth Leadership program. He has been an executive at ResortPass, Imperfect Foods, Patreon and Lyft. 

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We talk about:

• The components of a product strategy 
• Marketing and Product partnerships within the product strategy structure 
• A framework for building cross functional growth teams
• Key starting points and prioritization
• Leadership and C-team alignment  

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Where to find Adam:

Linkedin: https://www.linkedin.com/in/adamjfishman

The FishmanAF Newsletter: https://www.fishmanafnewsletter.com/

Reforge: https://www.reforge.com/experts/adam-fishman

Startup Dad Podcast: https://www.startupdadpod.com/

We reference:

The Growth Leadership Program: https://www.reforge.com/courses/growth-leadership

The Growth Series: https://www.reforge.com/courses/growth-series

Centralize or Decentralize: https://www.fishmanafnewsletter.com/p/growth-teams-centralize-or-decentralize

Building a Growth Strategy: https://www.fishmanafnewsletter.com/p/how-to-build-a-growth-strategy

Where to find Patrick:

Patrick’s Linkedin Profile

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(03:17) The four components of a product strategy 

(08:15)  How marketing fits within the product motions and product organizes across these components

(14:14)  Where things usually go wrong between marketing and product teams and ensuring alignment

(19:35) Starting with metrics alignment and incentivizing the financial objectives of the company

(26:15) Centralized and decentralized growth teams 

(30:22) The make up a growth squad 

(31:37) Growth squads within a GM structure 

(34:50) Expanding product market fit, the marketing motions against it, and cross-selling and monetization 

(37:30) Internationalization and expanding markets 

(39:13) The four components of building a growth team and not copying structures of other organizations  

(44:38) Starting small with one team focused on a key area in the growth model 

(46:44) The most common starting points, activation and  monetization  

(48:15) Prioritizing team profiles and going in on centralized v decentralized areas

(53:33) Aligning with the executive team 

(56:08) Where to find Adam!