Remote-First Growth Teams: Startup Success Post-Pandemic

The Evolution of Growth in a Remote-First World

Historically, growth leaders fostered crucial relationships within companies through in-person interactions. While these connections proved resilient during the pandemic, a different approach is necessary for organizations built on a remote-first foundation.

The challenge lies in establishing robust collaboration from the ground up.

Susan Su, a growth marketer and investor, posits that simply adding more software isn’t the answer. In a recent discussion, she emphasized that post-pandemic startup founders must prioritize growth as a central tenet of their overall company strategy.

Leveraging External Expertise

Consultants and agencies can significantly contribute to this effort, particularly when they possess a proven track record of resolving similar challenges. (TechCrunch is currently soliciting recommendations from founders who have collaborated with growth marketers through a dedicated survey. The collected insights will be used to identify and interview additional experts.)

Currently, Su serves as the head of portfolio strategy for Sound Ventures, having previously held a growth leadership position at Stripe and been the inaugural hire at Reforge. She also shared insights regarding emerging market opportunities in the full interview. She believes e-commerce has become a permanent fixture, despite a growing desire for reduced screen time.

However, many social and mobile sectors have reached maturity, making it increasingly difficult for startups to gain traction as real-world activities reclaim people’s time.

Don’t miss: Susan Su will also be a featured speaker at our Early Stage virtual event on July 8, where she will be available to answer questions directly.

Navigating Shifting User Engagement

How are you observing startups adapting to changes in user engagement as individuals emerge from pandemic lockdowns and readjust their routines?

As we transition beyond the pandemic, a predictable surge in consumer activity is anticipated, impacting both mid-sized businesses and larger enterprises. Similar to the initial stages of the pandemic, outcomes will vary across different sectors.

E-commerce experienced substantial growth during the pandemic, but this was largely an acceleration of an existing trend toward digital commerce and optimized logistics. A complete reversal of this trend is unlikely, as online shopping habits have solidified over the years.

New social and mobile experiences also flourished during the pandemic, but the question remains whether a period of 15 months is sufficient to integrate them into the fabric of daily life. We are operating in an era of established platforms, meaning each new service competes for users’ attention. Success, as it was before the pandemic, hinges on rapidly accumulating network effects and delivering a compelling, user-friendly core product. With the return of social activities, the true value of these new offerings is being tested, and their continued relevance in a blended online-offline world is at stake.

Nevertheless, the pandemic imposed significant constraints on society and the economy, fostering innovation that is likely to endure. We will adapt, but a return to pre-pandemic norms is impossible.

The Impact of Societal Shifts on Startup Growth

Certain aspects of the pandemic, such as the rise of remote work, have fundamentally altered specific industries. How will these societal changes influence the way startups approach growth?

The core principles of growth remain constant: iterative experimentation to identify and address customer needs, followed by scaling solutions to reach and convert larger audiences. Technical challenges related to platform changes, like iOS 14 or Facebook’s algorithm updates, will have a more immediate impact, but are not directly linked to the pandemic.

Building and Operating Growth Teams

A key area to monitor is the structure and operation of growth teams. Growth is a cross-functional responsibility, encompassing product, engineering, marketing, communications, and design. While many teams already utilized collaboration tools even in a physical office setting, effective growth requires more than just technology. Successful growth leaders excel at building relationships across the organization – a collaborative effort akin to creating a shared meal, where each person contributes a unique ingredient. This necessitates socialization and relationship-building. It will be fascinating to observe how new growth leaders integrate remote-only teams and cultivate this essential “networking” aspect within the function.

Growth Marketing in 2021: A Founder’s Perspective

Growth marketing has evolved from a niche practice ("growth hacking") to an established discipline. However, it isn’t always a core competency for startup founders, despite its importance. How should founders approach growth marketing in 2021? What are the essential actions they should take?

Every founder should cultivate a growth mindset. While they don’t need to master the intricacies of advertising dashboards, they must be comfortable with identifying and addressing gaps in the market. Founders are inherently entrepreneurial; their companies exist because they recognized an unmet need, which is the essence of growth.

Founders will falter if they delegate growth entirely to others. Their role is to provide vision and direction, attracting talented individuals to execute and bring creative ideas to life. Many can implement growth marketing tactics, but few can formulate truly innovative strategies. Those individuals often become founders themselves, leading companies that become industry leaders. Therefore, a founder’s primary focus should be on deeply understanding their market and customers, formulating a unique perspective, and collaborating with exceptional talent.

Prioritizing Focus for Early-Stage Companies

Given limited resources, how should early-stage companies determine their priorities?

The optimal approach depends on the company’s objectives. Are you seeking funding and need to demonstrate specific KPIs? Or are you bootstrapping and focused on maintaining financial stability? Resources should be allocated strategically, with a long-term perspective. Some companies may prioritize viral or word-of-mouth acquisition to attract investors, while others may focus on securing key strategic clients to signal credibility to future customers and stakeholders.

Regardless of the specific strategy, early-stage companies should prioritize building a strong employer brand. Your company’s success is directly tied to the quality of talent you attract, and growth can play a significant role in this. Top designers, engineers, and product managers are drawn to companies experiencing rapid growth.

Common Startup Missteps

What mistakes do startups consistently make?

Growth, like any core function, cannot be truly outsourced. Customer acquisition should not be an afterthought to product development. Ultimately, a company is fundamentally a customer-acquisition engine. This must be central to your daily focus – not just to achieve revenue or user targets, but to build a company that attracts top talent. Focus on identifying and attracting exceptional individuals who are passionate about solving compelling problems. The rest will follow.

Seeking External Support

When should a founder consider engaging an outside expert or agency?

Anytime. Agencies offer valuable extensions to your team, and the best agencies are selective about their clients. They should be as enthusiastic about solving your problem as you are. This is the type of agency you want to partner with, as they can offer invaluable insights from their work with other leading companies. While any agency can manage Facebook ads, you want a team that has successfully tackled complex challenges for your admired competitors. This provides not just an ads manager, but a mentor.

Have you collaborated with a talented individual or agency who helped you acquire and retain more users?

Complete our survey and help us identify the top startup growth marketers!