Strong product-driven cultures like Dropbox tended to believe that the only thing that mattered in attracting users was a great product—why waste the talent of skilled engineers working on landing pages or optimizing email notifications when they could be building the next generation of great features? A similar objection often comes from the marketing teams at technology companies who historically owned customer acquisition—why create a duplicate team that overlapped with their work? Yet the track record speaks for itself—growth teams have emerged across the industry as a focused way to scale
...more
