Director of Growth
The Growth function at a SaaS business is the foundation of any sustained hyper-growth. World-class Growth teams will not only run the basic playbooks of ROI digital marketing but will continually find new ways to win. Taking an MQL goal and building out a budget tied to marketing activities that deliver a 12-month customer acquisition cost (CAC) payback period is table stakes. The one-percenter Growth leader will merge data and tools to identify customers most likely to buy. Once the customers' identified, data and tech are used to bring context and personalization to the buyer driving higher conversion rates. Overall great growth leaders are lifelong learners who are not happy if they are not learning, testing and measuring everything.
There are 4 main areas the Director of Growth will be a boss.
- Digital Channel Management
- Connecting With Customers
- Data Hacking
Digital Channel Management
Driving MQL pipeline dollars for the Ideal Customer Profiles (ICP) using the full suite of digital channels is straight forward. What we are looking for is someone that can take an MQL target and create a budget to hit the cost per MQL target. The workhorse digital channels of paid search and display can dominate the budget, but we expect you to use these channels differently. For example, when possible, your ad copy or creative has the context of the buyer journey. The search terms driving results are also being optimized for organic rankings and informing the content calendar. You work with the outbound team to identify key accounts and run an account-based marketing cycle to raise awareness.
The ultimate deliverable from the Growth team is a highly qualified MQL. The Growth leader will have built a lead scoring system that tracks engagement across sessions, devices, and channels. The lead score should be as real-time as possible and pushed to
MQL status in almost real-time. SDR team receiving the MQL will get the full context of the buyer allowing personalized outreach. Leads that don’t meet MQL criteria get nurtured with different context and cadences based on their lead score.
Connecting With Customers
Nobody buys because they saw your ad, nobody wants to read your whitepaper, and nobody wants to take your cold call. Customers buy because we have something that is going to make them do rad shit. The Growth team is usually the first touchpoint with customers, and we need to make an immediate impression on how they can become superheroes with our solution.
We don’t expect the Growth leader to know Python and R, but you should have an idea of how to leverage a Growth Engineer that does. Marketing today is 20% creativity and 80% who can harness the most data. We expect the Growth team to leverage data to identify prospects who don’t self-identify. The Growth team will build target lists using tech stack info and when the stack changed to bring context to our outreach. Finally, when prospects and customers engage with Grow we wow them with the personalization that is spot on and not creepy. All of this requires creative uses of data connections.
Growth teams that stand out all have one thing in common; they never only do the basics. Growth leaders need to run constant experiments to source entirely new ways of doing things. Strategic thought is not merely throwing random ideas out to see what works. We are looking for someone that understands our customers’ POV and can create value add strategies our customers will find helpful and share. Ideally, you come up with ideas that leverage product features and spread virally because of the wow moment for the customers.
MQL pipeline dollars
Cost per MQL
MQL to SAL
TeleSign connects and protects online experiences with sophisticated customer identity and engagement solutions. Through APIs that deliver user verification, data insights, and communications we solve today’s unique customer challenges by bridging businesses to the complex world of global telecommunications.
Our global team consists of the best and the brightest in the industry and we treat them as such. We provide a variety of excellent benefits ranging from the standard: 401(k) matching, free lunches, generous PTO, and flexible schedules to the not so standard: quarterly performance bonuses, in-house massages, our state of the art office with panoramic views of the marina and hills, and so much more!
TeleSign is proud to be an equal opportunity employer. We believe our differences help us create a better workplace, a better product, and a better community. We do not discriminate on the basis of race, color, ancestry, religion, national origin, marital status, pregnancy, sex, sexual orientation, gender, gender identity or expression, age, genetic information, disability, military or veteran status, or any other basis protected by federal, state or local law, ordinance or regulation.
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