Growth at Big Multi-National Brands Like Unilever with Alexandre Ferrari (GMT049)

Posted on July 16, 2019 by Ramli John.

Alexandre Ferrari, founder at Brazillian growth agency Tracao.online, has implemented and ran the growth process at YC-backed companies as well as multi-national brands like Unilever. In this episode, find out the exact growth process Ale uses and how to create a culture of growth in a bigger company.

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Growth is a team effort because of the communication among different function. – @aferrari from @GrowthToday podcast. Get the full podcast episode CLICK TO TWEETWhen we experiment, we don't do big bets with huge campaigns and huge budgets. We make small experiments and double-down. - @aferrari from @GrowthToday podcast. Get the full episode CLICK TO TWEET

WHAT YOU’LL LEARN IN THIS EPISODE

1. Ale’s exact growth process
2. How to create a culture of growth in a bigger company
3. The difference between doing growth in Brazil and United States

MY TAKEAWAYS FROM THIS EPISODE

1. Double-down on things that work. My problem is that I get excited with the shiny and new. Whenever I learn a new insight about my customer, product or market, I say, “Let’s do that!” I think the same is true for most growth marketers and entrepreneurs. But, we have to see what works and double-down instead of making “big bets” on untried tactics.
2. Growth is a team effort. This is huge. This is something I heard from Corey Haines, the Head of Growth at Baremetrics, in episode 46 – everything is marketing and marketing is everything. This means that growth is everyone’s responsibility, from sales, customer success, support, marketing, product and design.
3. Maximizing learning is the most important thing in growth. That’s what Ale said. It’s the way to build predictivity in your growth process. That means that the faster and higher quality that you learn about your customer, product and market, the quicker you’ll be to adapt your product, marketing and processes to respond.

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ABOUT ALEXANDRE FERRARI

Alexandre has experience in entrepreneurship, strategic management, development and business modeling, growth and marketing. He co-founded startups related to crowdsourcing, fintech, apps and marketplaces.

SHOW NOTES

• 2:46

  Ale’s career path

• 7:20

  What kind of companies does Ale and tracao.online work with?

• 9:55

  What does applying the growth process at a B2C enterprise company like Unilever look like

• 13:13

  How do you build predictivity in your growth process

• 15:35

  The kind of culture you need to experiment fast and pivot fast to maximize learning

• 18:40

  An example of an experiment Alexandre did with Unilever

• 21:57

  How do they validate the pain point

• 26:58

  The growth process Alexandre uses

• 32:55

  How do you balance between performance marketing and brand marketing

• 35:27

  The metrics that Ale looks at when scaling and starting out

• 37:45

  What’s the difference between doing growth in Brazil versus United States

• 41:33

  What is Ale’s advice to any startup that’s trying to apply the growth process

• 43:06

  Where can people find Ale online

LINKS

• Alexandre’s Twitter
• Tracao.online website

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