One team can own it → Takes several teams

On the flipside, I’ve seen the mistake of believing that one team, or worse, one individual exclusively can pull off huge spikes.

Marketing drives the effort, but meaningful spikes usually need a blend of Product, Growth, and Marketing, to build, optimize, and distribute value. Marketing distributes but, usua... See more

the creation of a cross-functional team, or a set of teams that break down the traditional silos of marketing and product development and combine talents; • the use of qualitative research and quantitative data analysis to gain deep insights into user behavior and preferences; and • the rapid generation and testing of ideas, and the use of rigorous

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Growth drives → Marketing drives

Assuming the company is big enough to have both teams, these one-off bursts are typically driven by Marketing.

To execute spikes requires “campaign” mentality.

This is something Marketers tend to be excellent at. Meanwhile, certainly in a most Growth people are miserable in this execution mode, as they prefer to ship c... See more