Growth marketing is what you do when 'marketing' alone isn't enough. It spans the entire customer journey - acquisition, activation, retention, revenue, referral - and treats the whole funnel as one system to optimize. It's more analytical than traditional marketing, more experimental, and more cross-functional. This 80-page section covers the mental model, the metrics, the experimentation practice, and the plays. For anyone who feels constrained by the limits of 'pure' marketing, this is the upgrade path.
North Star Metric, loops vs funnels, retention first.
Channels, paid vs organic, viral, partnerships.
Aha moments, onboarding, time to value.
Cohorts, churn, habit formation.
Pricing, upsell, conversion, referrals.
Events, funnels, cohorts, attribution.
A/B, holdout, significance, velocity.
Team structure, models, ICE, sprints.
SaaS, DTC, marketplace, PLG, content.