 growth partner management is actually very new and also very sexy and mysterious and very few people actually know what does a growth partner manager do in fact it's a very fun data driven role and lots of people transition into partner management by becoming a growth partner manager and lots of traditional pm transition into growth pm as well in this video i'm going to share with you what does a growth partner manager do with the live examples into day to day life with the roles responsibilities and how are they different from the traditional partner management and who is suitable for partner manager career and make sure stay until this end video where i'm going to share with you the salary information of growth product manager hey guys this is dr. Nancy Lee a director product featured in Forbes i've helped 100 people lend their dream pm job offer in fan companies and unicorn startup and continue to get promoted as a product leader in this channel we cover product management and tech trends like and subscribe channel for more free training i was a director product specialized in growth when i worked for copper america and we also helped several student lend the job at the growth partner manager now let me share with you top five roles responsibilities of growth partner manager and what actually do they do number one a growth partner manager is the one who identifies the company growth opportunities and the directs teams effort to drive them the growth plan works on improving a specific business matrix to grow revenue and profit in the long term so in a very simple terms growth partner manager focus on growing users growing revenue and growing profit they mainly are doing the five different things on a day to day basis first of all they're managing the product and business needs end to end from acquiring customers all the way to the user customers and all the way to they generating revenue of the customers and second growth partner manager spend lots of time doing experiment for example they specialize in growth hacking and ab testing driving data to understand how can you optimize the conversion of customers to achieve the business metrics number three they spend lots of time making data driven decision by looking at the end to end customer funnel i'm gonna give you an example of end to end customer funnel as they exercise in a few seconds number four they create product features by leading an engineering team number five they create growth strategy for the entire company now let's use a real life example of growth partner manager of amazon as an example so let's take a look on the amazon.com website if you are a growth partner manager first of all you need to list out the funnel customer funnel of customers on amazon.com this website and for b2b customers and b2c customers there's slightly different type of funnel for example for b2b customers your funnel could be the following creating contact and qualifying leads creating business needs evaluating needs and start the negotiation process and close the deals and renew your contract for b2c customers the steps might be slightly different by following very similar three funnel process to simplify we call the top funnel middle funnel and bottom funnel so for amazon.com website the top funnel is how can they create new users to drive them to amazon.com and how can they have more existing users go into amazon.com whenever they search any new items so that's how the growth partner manager working with the marketing team for example to create ad campaign on google and they can also create influencer outreach marketing campaign to bring more influencers talking about how they buy product on amazon and give some referral links for them to send traffic to amazon these are the examples of the top of the funnel once they go to the amazon.com website growth partner manager need to wear the hat of growth hacking which means they need to work with data science team uiux design team marketing team and create the strategy to run a b testing to understand how can they design the interface to use amazon to purchase more product from the top funnel and make them start to browse the product for example i'm on amazon.com right now once any customers visit the website of amazon.com there's a first impression that showing different examples of things they can purchase different kind of recommended items and books or customization for you at the growth partner manager and this person need to think about how can you run a b testing to optimize the website views and traffic to make sure that they're going to click into individual items and start to make them have a stronger call to action and to start the next step of purchasing behavior for example the growth pn may be thinking about what the color of the call to action item is a yellow maybe pink they might run a b testing to see what's the best color and where do they put this call to action and what is the top three of four banners they need to display to different type of users so that they're able to create the best conversion rate hit the business metrics and for example they also put in different kind of discount they were thinking about what percentage of the discount for our first time users or return users is going to drive the best return during this process growth partner manager need to define the business metrics for example it could be the click-through rate of people going to amazon.com for each top rated items could also be the click-through rate of the conversion rate of their marketing campaign and could also be the conversion rate of customers that went to the payment funnel and all of this are considered as different kind of business metrics throughout the entire funnel that growth partner manager need to measure i have specific videos right here i talk in depth regarding different kind of management metrics the partner managers need to measure you can watch more right here once customers start to generate any kind of interest of any product they move to the middle funnel and then growth partner manager need to understand how are they able to increase the conversion rate if any customers start to pay in certain kind of product and in this process that might introduce different kind of product features for example i click some banners regarding fashionable shoes by amazon and started exploring different kind of shoes fancy shoes and out there and then amazon and growth partner manager need to decide are they going to show more examples to drive me continuing to purchase in certain type of shoes or are they going to prioritize the review of the shoes so that they're able to give me more options um to quickly uh purchase this product for example this one that clearly made me say there's no customer reviews clearly i'm not going to purchase this right away as someone who just started to engage this website and clearly i'm going to click around other type of shoes and start digging around in this process the growth partner manager need to optimize the customer journey map the end to an experience a user experience so that they're able to hit the high conversion rate customers start to purchase things from amazon.com then we move to the bottom of the funnel the bottom funnel is very smart which means they start to purchase any kind of product such as the payment process could also be after the finish paying the product how they can they have reoccurring customers for example growth partner manager may have a strategy of understanding how are they able to give different kind of promotion different kind of discount different notifications and let me give you a specific very smart feature one of the grocery stores introduced at the bottom of the funnel for example in this screenshot of the grocery store which is v i just purchased chinese grocery and after place the order i asked me to share all my orders with my friends and family on social media and any person could purchase through my link i'm going to get up to 75 dollars referral fees from this website so this is clearly a growth partner manager features they decide how would you make the existing customers to bring more friends refer more people to the platform and also continuously purchase for themselves at the bottom of the funnel if you like the example of the process what i told you you might be good fit for growth partner manager now let me also do a quick comparison between growth partner manager and the traditional partner management there are three key differences number one growth partner management are way more data driven compared with traditional partner management i'm not saying that traditional pm are not data driven growth partner manager live in data day in day out that look at converging every single day and running a b testing to drive the convergence in each steps of customer journey map number two is the definition of customers we always say all the partner manager and you have a customer empathy now growth partner manager their customers is actually the business the business revenue number of users the business profit is not individual users like us as a customer anymore so which means that their own customers are more the business needs how can they optimize the needs of the business to optimize their profit and revenue and so therefore if you're more interested in numbers and making money growth pm may be good fit but if you're more interested in individual customers have customer empathy solving their pain point you might be good fit for traditional partner management number three is a team structure a growth partner manager still worked with designers developer team and data scientists team but the biggest difference between growth partner manager and also traditional partner management is that growth partner manager actually is working cross-functionally with all the partner managers in the company because each traditional partner manager let's call them core partner managers are creating individual features to solve the customer needs customer pain point and now the growth partner manager need to leverage the existing feature from core partner manager to figure out what's a customer journey map so that they can extract even more revenue outside of each individual users so therefore it is even more cross-functional role compared with traditional partner managers and of course growth partner manager work with data scientists day and day out around ab testing floating love with numbers i love numbers numbers love me if i found out what i shared with you super valuable please make sure like this video put your questions down below now let's think about who is suitable for partner management if you transition into p.m. number one people with data background such as data scientists and i really think you're very good fit for a growth p.m because you live in data every single day you're doing experiments if you are a phd like me you might be even better at doing growth hacking growth p.m because you're running experimentation every single day to figure out how to drive the best user outcome and another profession very obvious profession become a growth partner manager is somebody who has a marketing background or someone who is very business driven or customer facing roles and those people are frequently someone who is very sensitive regarding what's the best way to generate revenue for the company and so it's a natural transition for you to directly move into growth partner management this is how we design all the study paths for our students who came from business background never worked with engineers and we teach them how to work with engineers but they are very intuitive in terms of how to become a growth partner manager to generate users and revenue for our customers now let's talk about the most asked question how much growth partner managers getting paid growth partner manager right now if you are just a growth p.m in the field on average you're getting paid $150,000 per year if you are senior growth partner manager you're getting paid at least $200,000 per year and this is just a national average if you actually work in San Francisco because in general the location is very expensive you're getting paid about 10 to 30 percent higher than what I just mentioned earlier on top of that if you work for one of those fan companies or a unicorn startup in city and valley you're clearly getting paid at least $300,000 per year now does growth partner manager get paid higher than traditional p.m the answer is yes it might be about 10 percent higher than traditional p.m because growth partner managers are closely related to the revenue of the company and they will have higher compensation if you do a job very well so if you like making lots of money you might be considering transitioning into growth partner management by now you'll be asking hey Nancy growth partner management sounds really cool I want to become a growth partner manager what should I do the number one thing you need to do is trying to figure out how can you cracks the product execution part of metrics interview at the growth partner manager because they're very big on metrics how you run ab testing and how would you pick the right metrics and I have free training goals in depth talking about my computer science phd framework where I teach you how you're able to easily extract 10 to 20 different kind of product metrics for next round of product metrics interview I'm going to link it right here this next video you must watch right away and if you like any free content we provide today make sure to like comment and subscribe and share this video with any aspiring partner managers this is doctrine city from p.m excursor diet oh I'm gonna see you in my next video right here