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Originally published here.

One of the more common questions we get asked is why a startup needs a growth team and not just a marketing team. The assumption behind the question is that marketing and product are different teams.

But in our opinion marketing and product have to be intricately tied together, and “growth” is the term we use to describe this relationship.

A growth team combines engineering, product, and marketing, working in concert in a cadence of rapid, data-driven iteration to not just acquire customer but keep them coming back and telling their friends.

Our process is heavily in debt to Dave McClure who developed the AARRR framework, which organizes product development as a series of experiments to improve one of five…

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