3 types of people who will start the positive changes in your company

Who need to create growth in the company's culture?

As a result of discussions with Google leading marketing company it has been allocated three workers facial features that give the start of a positive change in the company. it discoverer, patron and Representatives of Team X.

Discoverer

The main function of the discoverer - changes. These people love to challenge the status quo, their hearts are demanding change. They can not live without experiments, testing of new ideas and are willing to beg, borrow or even steal the resources needed for their implementation.

According to Max van der Heijden, who is engaged in the analysis of the Google consumer reaction to reacting with the product in startups, shows a tendency optimization make one or two people. Discovered by an employee typically medium level, for example, it may be a design or analyst.

To find out who in your company is a pioneer, find out who asked for help in conducting A / B testing or any other experiments for their own project.

Patron

The patron can be found among the top-level staff members and their alternates. It was he who identifies pioneers and supports them with the help of the resources needed to promote their ideas. Such resources could include money, time, talented employees and the ability to assign a high priority project. Typically, the patron does not participate in the experiments themselves, but pays tribute to their importance and creates conditions for their implementation.

team X

Team X - is a small multidisciplinary team of experts, which makes it possible to perform the test. According to the head of department web analytics Nest Jesse Nichols, such groups are often made up of three people: the analyst, engineer and designer.

Put this group in one room to its participants to focus only on optimizing. Thus, the idea, the implementation of which usually takes a few months can be put into practice for a couple of weeks.

Jesse Nichols

What characteristics should have the catalysts of breakthrough

To better understand what specific qualities of a person engaged in testing and optimization, marketers surveyed are actively practicing the A / B testing and online experiments. The results were quite intriguing. Despite the fact that optimization requires the skills of working with data and analysis to the fore also come out the characteristics associated with the emotions. According to marketers, the most important quality was the ability to logical analysis, and communication skills storytellingAs well as leadership skills.

In the course of conversations with people using innovative marketing techniques, constantly floated the theme of storytelling.

No matter how good the information itself, it does not help others if you can not find the right way to bring it to the public.

You should be able to explain where are the specific numbers and how important they are.

Jesse Nichols offers carefully documented testing process and its results. According to him, all this will come in handy when you need to provide data to managers and to demonstrate that the new, you can offer the company.

There are also leadership qualities manifest. Workers engaged in testing and optimization, must be able to influence the culture of the organization and continue to innovate, despite the obstacles.

Head of analysts APMEX Andrew Dafl states that the user experience should not be limited only to the current resources of the company. Therefore, they are constantly experimenting: test, how the creative and uncreative approaches the effect of SEO content on the involvement of users and conversion optimization - attendance unpopular pages, the impression of viewing and even sensitivity to the price of a variety of users products.

It is important to have sufficient courage to experiment on a grand scale. If you spend all your time just to optimize what works and so, you are unlikely to achieve exceptional performance.

Adam Lavelle, development director of marketing agency Merkle

All this takes time

In most companies, working one or two pioneers who are optimizers in nature, experience and interests. Some companies even hire employees specifically for the position like the Conversion Optimizer. But the company really goes to a breakthrough, only when all of its employees, even though the level at which they They are deeply involved in its activities and constantly looking for an opportunity with the support of the heads of challenge status quo.

This requires changes at the level of the company culture. This process is relatively slow, he does not look like a sprint. To make people understand the importance of experimentation and inspired growth ideaIt may take a year or even more.

If your discoverers, promoters and X team will work together, they do not just show good results. They spread the new standards and values ​​throughout the organization. And then you will find that your company have a culture of growth.