Floryn (previously InvoiceFinance) grew in less than one year from a start-up to a real scale-up. Therefore they were selected as one of the Deloitte Fast 50 challengers. Rapid growth means rapid organisational changes. This meant that their current growth team also needed some alteration.
We helped with changing the team structure for creating more focus, impact and to systemise validated experiments. Therefore we recommended splitting up the current team structure into a marketing team and a growth team. Where the marketing team consists of specialists instead of generalists. The marketing team focused mainly on validated experiments from the growth team and created playbooks in order to systemise the experiments in the whole organisation. This way the focus of the marketing team was optimising the customer journey.
We analysed the Ad campaigns and changed the bidding strategy from manual to a CPA strategy in order to increase leads and lead quality. Also, we trained the Google Ads algorithm by using our own forecasting algorithm. This way we could send more conversion data to Google Ads which improved the performance of the campaigns.
When the marketing team was operating well and new people were hired, we shifted our focus to re-building the growth team. The main focus of the growth team was trying to design 10x experiments instead of incremental changes. Therefore the OKRs were focused on building a strategy for high-value prospects which generated a lot of revenue. The growth team existed of a growth marketer, technical marketer and two people from biz dev.(market experts).
