Interview Series #1 episode 2: Sam Carter asks Jake Higgins about the challenges he faced in the role of a CMO or Head of Growth across different organisation, and how did he solve them.

The CEO of Fospha, Sam Carter, asks Jake Higgins, the co-founder of Growth club about the major challenges he faced as a CMO or Head of Growth in difference ventures and how he overcame them.

#fospha #grwthclub #interviewseries1 #entrepreneurship #qualitativedata #growth #growthmarketer #CMO #headofgrowth #crossfunctionalteams

Sam Carter and Jake Higgins: Interview Series #1 episode 2
Sam Carter, CEO of Fospha, asked Jake Higgins, a founding partner of the Grwth Club about the challenges the role of CMO or Head of Growth entails and how to overcome them.

Sam: You know, the role of the CMO, the role of the head of growth can mean quite a lot of different things to different organizations. What are the big challenges that you've faced personally in those kind of roles and that you may be observed within the organization? And how have you gone about sort of solving those?

Jake: Well, first of all, I'd say what is growth? What is this awkward Americanism I've tied my career to? I think that's the first question because I think in many ways in Europe we've lost our way and we've lost our way on what growth is during a ten year period of super low interest rates where capital from VCs was freely available.

And the original idea of growth that was born in Silicon Valley, Facebook and Uber and those kind of companies used has been softened into this kind of growth marketing, reaching a contentious peak, maybe on LinkedIn as growth hacking around 2016-2017. And I think we need to go back to basics. What actually is the discipline that we're talking about?

And I like going back to its birthplace and it was really founded because of a few different things that were happening at the time. One, developers taking over marketing departments, tools for A B testing, and all these things becoming more prevalent.

The cost to start a software business became cheaper. The cost to make a website became cheaper. So there's a few different things that led into this kind of Silicon Valley concept of growth. One of the ways it was expressed was a team that was actually separate from marketing and product and acted as kind of like an SAS squad that was sent over to solve various growth problems.

Other ways it was expressed was by being a union of marketing and product and breaking down the silos of those kind of two big departments because fast-growing businesses realized, hey, we don't need a marketing department over there and a product department over there. And that's why this kind of concept of a growth team was invented. And at its heart, it means that it's people and a team that are able to solve cross-functional challenges.

They're able to be as interested as they are in website and product, dev as they are, marketing as they are, maybe sales if it's in a B, two B context. So that's what I think growth is and why I don't really like the term growth marketing. I much less like the term growth hacking because I think in many ways in Europe it's been more of like the best rebrand of all time from digital marketer to growth marketer. It's starting to become a bit meaningless. And it comes back to the other point I made about qualitative testing, qualitative data. If you're thinking about the commercial challenges, holistically. If you're pulling different cross-functional teams together, you're not just going to be in your lane just looking at quantitative data, for example, just looking at Facebook Business Manager, whatever.

You're going to be out there speaking to customers, doing user testing, really trying to understand the psychology of the customer, and most importantly, why they're not using this product, why they're churning or not rebuying, whatever it might be.

Sam: Yeah. That's fascinating. I think probably a lens that particularly in our world, we're very much on the quantity side, but the positive side is, and the perspective is fascinating. And this idea of getting signals from multiple places and using them to sort of reinforce and challenge each other.



Can I try Fospha for free?

At Fospha, we're so confident in the value of our solution that we offer everyone the chance to try the platform at absolutely no risk. That means that if you're not happy for any reason in the first month of working together we'll give you a full refund - no questions asked.
How are we able to be so confident? It's simple: we know from years of working with the best eCommerce brands in the world that we offer the best & fastest onboarding in the industry. That means that the average customer gets live dashboards within just one week. We also know that our modelling is the best in the market, so we're confident that once you get into the platform and see how well Meta and TikTok are really working, you won't want to turn it off.

Aren't attribution tools difficult to set up?

Traditionally, yes! That's one of the reasons we built Fospha - so that brands without the time or budget to take on Enterprise-level data projects could still have access to gold standard measurement.
Fospha is quick and easy to go live, and in most cases doesn't even require input from your tech team!

Do I need technical support to go live with Fospha?

Fospha is designed to make set up and integration quick and easy.
Especially if you're using out of the box platforms like Shopify, Magento or WooCommerce, the only setup that is required is granting Fospha access to your systems so we can pull the data we need to run our models. For most people this takes 15 minutes of non-technical setup time.
Even if you're using a custom setup or headless eCommerce system, we make it quick and easy to get started - you will just need to schedule a daily report from your backend system to be delivered via S3.
All the rest of the magic happens on the back end - Fospha automatically cleans, reconciles and models your data to present a single, simple view of performance that you can trust.

How do I know your model is accurate?

Fospha's model incorporates a rigorous QA process every day, selecting a best-fit set of model parameters for each client and then precisely testing them until it produces an outcome which exceeds our high accuracy threshold.
We also have QA checks to make sure that the data we are being passed from your systems is flowing smoothly, and alert customers in case a change you've made has caused an issue with your Google Analytics or Ads Manager setup.
Lastly, there is a human layer to our QA - by surfacing multiple attribution models in the dashboards, we can make sure that the data our model produces passes an eye test.

Which channels does Fospha measure?

Put simply: if it's digital, we measure it.
We integrate visit and conversion data from all your sources as standard, and add it to our model. We think this is essential - if your attribution platform will only integrate some of your digital marketing data, it only has a partial view of performance.
That means we measure your click-based channels like Paid Search, Shopping, Pmax and Affiliate. It also means we measure channels that deliver their value through impressions, like Meta, TikTok, Pinterest and Youtube.

How long does it take to go live?

Fospha is super easy to get live - the average customer spends just 15 minutes setting the platform up. That time goes on getting Fospha the Account and API access we need to connect to your key systems to our platform.
Once that is done, the Fospha team get busy getting your data cleaned and integrated into the platform, and running our modelling. That process takes about a week on average, so it's not long from when you sign up to when you can first start using the platform.
Fospha remodel 12 months of historic data for our clients too, so you can immediately see how your spend has really been performing - no need to wait while the platform gathers data!

How long does it take to start getting value from Fospha?

The average Fospha customer is using live dashboards within a week of signing up.
When you get your dashboards, our team will highlight the things we think you should be doing differently this month using Fospha's modelling of your last 12 months' data. From here, all you need to do pick one thing to do differently that month - we know from experience that customers who do this every month find it easy to justify the investment in the platform.
Of course, in the first 6 months of working together most of our customers go far beyond this, using Fospha to power their strategy, internal reporting and all their tactical optimizations too. But that's just upside. For us, it comes back to deciding to do just one thing differently in your first month of using Fospha.

Is Fospha privacy safe?

Absolutely - Fospha is built privacy-first, and doesn't rely on invasive user-level tracking to feed our models. That's why our impressions measurement wasn't affected by iOS 14, and it's why brands using Fospha will always have the edge on those that rely on pixels to track their customers.

Try now with a 30-day money-back guarantee: