The Breakout Growth Podcast – Details, episodes & analysis

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Episode Overview: 

The Breakout Growth Podcast took a break while Sean Ellis was on an epic three-month world tour, where he connected with startups and growth teams across the globe. So, to kick things back into gear, Ethan Garr takes the interviewer’s microphone in this episode to find out what Sean discovered, shared, and learned on his journey.

From the bustling streets of São Paulo to the tech hubs of Singapore, Sean shares the insights, challenges, and surprises he encountered along the way. Whether you're curious about global growth strategies, fascinated by cultural impacts on business, or just love a good travel story, this episode has something for you.

What You’ll Learn:

* The Spark Behind the Tour: Discover the unexpected catalyst that led Sean to embark on his global journey and how a surprising report from China inspired a push toward a million sales of Hacking Growth, the book Sean Ellis co-authored with Morgan Brown.

* Cultural Insights: Hear about the unique growth challenges and opportunities in markets like Brazil, Japan, and India. Sean breaks down how cultural differences shape the way companies approach growth and innovation.

* The Workshop Advantage: Sean explains why his workshops have become a pivotal tool for companies looking to align their teams and supercharge growth. Learn how this hands-on approach is making a real impact for companies worldwide.

* On-the-Road Realities: Get a candid look at the highs and lows of Sean’s journey, including near-burnout moments, unexpected successes, and a crazy story form one of his many flights.

Key Takeaways:

* "Workshops are the missing link that help companies go from knowledge to execution." — Sean Ellis

* "I’ve learned more about what makes a good partner and how to effectively run workshops in diverse markets." — Sean Ellis

Timestamps:

* [00:00] - Intro: Ethan Garr kicks off the episode, explaining the hiatus and Sean's world tour.

* [04:10] - Why the Tour? Sean discusses the unexpected book sales report from China that motivated the tour.

* [12:02] - The Power of Workshops: Sean dives into why workshops are crucial for companies looking to implement effective growth strategies.

* [19:02] - Cultural Surprises: Sean shares insights from different markets, including the impact of cultural nuances on growth.

* [31:04] - Challenges on the Road: Sean recounts the realities of managing a global tour, from exhaustion to logistical challenges.

* [39:02] - Funny Anecdote: Sean shares a humorous and crazy air travel story.

Why Listen: If you're looking to understand how growth strategies play out across different cultures, this episode offers a firsthand look from one of the industry’s top experts. Plus, if you’ve ever wondered what it’s like to travel the world while spreading growth hacking’s best practices, Sean’s stories are not to be missed.

Links & Resources:

* Follow Sean on LinkedIn

* Check out Sean's book, Hacking Growth, here

* Subscribe to the podcast here

Join the Conversation: If you enjoyed this episode, share your thoughts on social media and tag us! Don’t forget to subscribe and leave a review—it helps more people find the show.

In this week’s episode of The Breakout Growth Podcast, Sean Ellis and Ethan Garr chat with positioning expert, April Dunford, author of the best-selling books, “Obviously Awesome” and “Sales Pitch.”

April had a successful career as a marketing and operations executive at companies including IBM and Nortel and it was in these roles that she developed her passion and approach to building effective positioning. Today she shares this passion and her knowledge as a consultant, speaker, and writer with companies around the world. 

In “Sales Pitch”, April lays out her hypothesis that marketers have been taught storytelling that doesn’t work for sales. She says 60% of deals that are started are never finished so it’s often indecisiveness and the status quo that sales teams must work to overcome. Even if you are not focused on sales, you will find a lot of value in this discussion.

Messaging and positioning are fundamental to growth and what we get to in this conversation is a deeper look into how businesses can differentiate themselves, help their audiences discover value, and ultimately break through the noise.

What makes this especially fun and useful is that April isn’t afraid to take contrary and non-obvious positions. As an example, she doesn’t like the concept of Product/Market Fit, and since we do, it made for some good back-and-forth!

So jump into this week’s episode of The Breakout Growth Podcast as we learn more about the art of effective positioning with April Dunford.

And thanks for listening to the Breakout Growth Podcast. Don’t forget, to watch us and subscribe on Youtube: https://www.youtube.com/channel/UC-K_CY4-IrZ_auEIs0j97zA/featured

We discussed:

* April's story from executive to “Positioning is my jam!”(06:46)

* The problem with most sales pitches (09:44)

* Why it matters that 60% of started deals are never finished (22:04)

* Building and validating your sales Pitch (27:02)

* Positioning isn’t static; how to keep it fresh (52:44)

And much, much, more . . . 

In this week’s episode of The Breakout Growth Podcast, brought to you by SAP, Sean Ellis and Ethan Garr speak with GS Jha, who serves as both Global Chief Information Officer and Chief Information Security Officer at Accuray, a manufacturer of radiotherapy technologies.

When you hear GS’s story it’s evident where his passion for life sciences comes from. As a child growing up in India, GS saw firsthand the impacts of poor access to medicine on his community. 

And while he thought that his contributions to world health might be as a doctor, ultimately his path led to a place where infrastructure and business converged. That intersection is a key reason why GS feels he can be a catalyst for growth at Accuray in his role as CIO.

From GS’s perspective, success depends on aligning the systems he manages with the goals of both the company and the individuals who drive it forward. And what connects these things together is creating value for customers. 

So we think you will enjoy this discussion as you hear why even as CIO, GS sees engaging with oncologists directly as an important part of his role, and why everything from his hiring approach to his considerations for systems and infrastructure is informed by a larger mission to save lives. 

Before you jump in, learn more about SAP's cloud solutions for mid-size enterprises at sap.com/sme. If you have ambitious goals, SAP is the technology partner you need to scale and drive innovation. Instead of relying on stitched-together solutions to manage business finances, operations, HR, suppliers, and customer relationships, leverage the flexibility of SAP's cloud-based ERP solution to gain the insights that will help drive your breakout growth success.

Achieve breakout growth success now with SAP at bit.ly/3UUPDxJ

Thanks for listening to the Breakout Growth Podcast, and don’t forget, to watch us and subscribe on Youtube: https://www.youtube.com/channel/UC-K_CY4-IrZ_auEIs0j97zA/featured

We discussed:

* On a mission to deliver lifesaving technologies (04:21)

* CIO vs. CTO, what are the differences (07:33)

* How IT functions to unlock a business’ potential (11:31)

* The challenges and importance of driving alignment (27:19)

* Hiring technology people to drive growth (33:11)

* Learning from customers, directly (33:56)

And much, much, more . . .

Product-Led Growth is all the rage, but it wasn’t working

Today, things are looking good for Chameleon and its CEO, Pulkit Agrawal. Since we recorded this week’s episode of The Breakout Growth Podcast with him, Chameleon announced a successful Series A. But in 2015 the company was heading towards the startup scrap heap.

That’s where co-hosts Sean Ellis and Ethan Garr pick up this conversation. Pulkit and his co-founders had built a product that offered simple tools to personalize customer experiences with product tours and tooltips. They were following the Product-Led playbook that was driving success for other startups in similar categories all around them. 

The problem was they were running out of money. The business was not taking off even with an easy-to-use self-serve interface and low prices. 

Pivoting to a Sales-Led Go-to-Market Strategy 

If you listened to our previous conversation with the CEO of Fireflies, Krish Ramanelli, you will hear a story where PLG was exactly the right strategy. So why wasn’t it right for Pulkit and his team? And how did he figure it out?

Jump in and hear how focusing on the must-have experience helped Pulkit and his team regroup and reframe the business, why he doesn’t see the world as either Sales-Led or Product-Led and how the tough early journey informed his team’s growth approach.  

The Breakout Growth Podcast is also on YouTube: https://www.youtube.com/channel/UC-K_CY4-IrZ_auEIs0j97zA/featured

We discussed:

* Building a business to solve a personal pain point (03:59)

* Realizing the team had over-indexed on a self-serve model (06:08)

* Learning that intuition isn’t fact (12:48)

* Sales-Led & Product-Led; different learnings, different value (18:30)

* Thinking through customer motivations to drive growth (24:55)

* Building the culture to support Sales-Led growth (43:29)

And much, much, more . . . 

In this week’s episode of The Breakout Growth Podcast, brought to you by SAP, Sean Ellis, and Ethan Garr talk with Sandeep Chouksey, Chief Technical Officer of Harry's, the company that manufactures and sells men's personal care products via online and retail channels. 

It turns out Harry’s has a superpower!  They can spin up a direct-to-consumer brand in just a matter of weeks, and then–if the brand’s potential is validated–roll into an omnichannel marketing strategy almost as quickly.

Unilever, Proctor & Gamble, and other giants of the consumer packaged goods industry are surely taking notice as Harry’s approach threatens to disrupt a variety of established players across markets. And men’s razors are just the beginning. The company, now valued at more than $1.7 Billion, has four brands in six countries . . . One of them is a cat food brand!

What gives Harry’s the confidence to try to make entrances into new and disparate categories? And why are they able to move so quickly? Sandeep explains that it starts with people; Harry’s is very intentional in how it hires people who are ready to “embrace the mammoth” and try new things. 

In fact, Sandeep himself embodies this mindset and in our discussion, he doesn’t sound at all like a prototypical CTO.  He views his role as one of aligning technical resources around their impact on growth, and “figuring out how to be omnichannel”. It’s an approach that seems to be working well for him and Harry’s, a fast-growing company changing the world of CPG.

Before you jump in, learn more about SAP's cloud solutions for mid-size enterprises at sap.com/sme. If you have ambitious goals, SAP is the technology partner you need to scale and drive innovation. Instead of relying on stitched-together solutions to manage business finances, operations, HR, suppliers, and customer relationships, leverage the flexibility of SAP's cloud-based ERP solution to gain the insights that will help drive your breakout growth success.

Achieve breakout growth success now with SAP at bit.ly/3UUPDxJ

Thanks for listening to the Breakout Growth Podcast, and don’t forget, to watch us and subscribe on Youtube: https://www.youtube.com/channel/UC-K_CY4-IrZ_auEIs0j97zA/featured

We discussed:

* From razors to cat food; leveraging digital capabilities (05:47)

* New speed in CPG; from DTC to omnichannel in a flash (07:19)

Get full access to Growth with Sean Ellis at seanellis.substack.com/subscribe

In this week’s episode of The Breakout Growth Podcast, brought to you by SAP, Sean Ellis, and Ethan Garr talk with Jonathan Becher, President of Sharks Sports & Entertainment. If you are a hockey fan you probably know the San Jose Sharks, the flagship brand of Jonathan’s organization, but in this discussion, we quickly learned that when it comes to growth, the sports team itself is just one component of an exciting and complex ecosystem.

With its huge media presence, four buildings (arenas and skating facilities), and fans with varying interest levels and unique backgrounds, Jonathan has a variety of tools and resources he and his team can tap into to create meaningful experiences to attract and retain audiences. But it is not without its challenges.

Professional sports are typically steeped in tradition and slow to embrace change, but sports teams can’t afford to ignore the world around them. The Sharks literally live in the heart of Silicon Valley, and the world around them is becoming more digitized every day.  Jonathan sees his job as one of “pioneering the future of sports entertainment,” so growth is then about embracing traditions while at the same time building new, engaging, and interconnected digital experiences for the future. 

A hockey fan at his core, Jonathan believes his staff is up to the task, and he brings a wealth of experience that includes everything from working as a developer to building startups, to even serving as CMO of SAP, to inform his approach. We learned quickly that Jonathan is a growth hacker at heart; working to understand the must-have experiences powering growth, and using data and experimentation to meet the needs of diverse audiences.

Before you jump in, learn more about SAP's cloud solutions for mid-size enterprises at sap.com/sme. If you have ambitious goals, SAP is the technology partner you need to scale and drive innovation. Instead of relying on stitched-together solutions to manage business finances, operations, HR, suppliers, and customer relationships, leverage the flexibility of SAP's cloud-based ERP solution to gain the insights that will help drive your breakout growth success.

Achieve breakout growth success now with SAP at bit.ly/3UUPDxJ

Thanks for listening to the Breakout Growth Podcast, and don’t forget, to watch us and subscribe on Youtube: https://www.youtube.com/channel/UC-K_CY4-IrZ_auEIs0j97zA/featured

We discussed:

* Much more than just a hockey team; Sharks Sports & Entertainment  (05:40)

* A future built on content and connected experiences (28:18)

* Tattoos for die-hard fans &n

Get full access to Growth with Sean Ellis at seanellis.substack.com/subscribe

In this week’s episode of The Breakout Growth Podcast Sean Ellis and Ethan Garr chat with Kevin Indig, who at the time of the interview was the Director of SEO at Shopify. Search Engine Optimization (SEO) can be an important growth driver for startups, but it is an easy channel to misunderstand and get wrong.  We wanted to talk to someone who is best-in-class in this field to separate truth from fiction and find out how growth leaders can support, leverage, and embrace SEO in their businesses. 

Fortunately, Kevin brought his “A” game to the conversation and did a great job of demystifying SEO for our listeners. He explains why SEO is a must-have for some companies, but just a nice-to-have for others.  Then he describes why, when SEO is a necessary channel for growth, companies should invest early and heavily to maximize their potential. 

In the past, SEO could feel very “hacky” and there were definitely a lot of bad actors in the space.  Kevin shows us why today’s SEO is won with a deep focus on delivering value, why it needs to be validated like any other channel, and why elements like backlinks continue to be important. 

While you shouldn’t expect to leave this conversation as an SEO expert, you will very likely be in a much better place to support, guide, and set up your organization for SEO success after you hear Kevin share his knowledge and experience.  This is one of our more directly practical discussions and one we really enjoyed.  

So click that play button and jump in with Sean and Ethan as we look to better understand how to drive growth through Search Engine Optimization with Kevin Indig. 

The Breakout Growth Podcast is also on YouTube: https://www.youtube.com/channel/UC-K_CY4-IrZ_auEIs0j97zA/featured

We discussed:

* The two dimensions of SEO at Shopify (04:09)

* Who wins with SEO: Aggregators versus Integrators (07:05)

* Misconceptions and constants in a murky world (18:49)

* Practical implementation; how to get started in SEO (34:39)

* Building SEO into a growing organization (36:26)

* Differentiation; why this is a channel that requires specific effort (50:20)

And much, much, more . . .

In this week’s episode of The Breakout Growth Podcast Sean Ellis and Ethan Garr chat with Andrew Davies, Chief Marketing Officer at Paddle. Offering a complete payment infrastructure for businesses in a single stack, Paddle is particularly valuable for PLG businesses, and helps more than 3000 customers in 200 markets set up and sell their SaaS offerings.  

This year Paddle has acquired Profitwell, the recurring revenue growth platform, and raised $200 million in funding (bringing the company’s total valuation above $1.4 billion). As CMO, Andrew intends to continue driving aggressive growth by adapting a playbook he has developed in a career that includes serving as VP of Corporate Marketing at Optimizely and as co-founder of the “demand orchestration” platform, Idio.

Andrew is particularly honest about the challenges that companies face at this stage in their journey. He explains that “scale breaks systems” so it becomes really important to work towards a culture that is not super-prescriptive, but instead looks to “teach people the rules of the game, and then get them to play it themselves.”

Our conversation dives into everything from team leadership challenges, to what the CMO role is and how it creates impact in a fast-scaling organization. Ultimately, Andrew feels that Paddle’s success will be a product of its own ability to help customers drive growth in their own businesses. So jump in and hear how he intends to ensure that Paddle is well-positioned to drive that outcome.

Thanks for listening to the Breakout Growth Podcast, and don’t forget, to watch us and subscribe on Youtube: https://www.youtube.com/channel/UC-K_CY4-IrZ_auEIs0j97zA/featured

We discussed:

* Andrew’s Journey to CMO, including Idio co-founder and Paddle advisor (06:39)

* Why more complex approaches must replace original, more simple tactics (11:17)

* The Profitwell acquisition and the challenges of taming the chaos (16:08)

* Why leadership cannot be top-down when scaling up (26:15)

* “Tracking is always messed up” – so now what? (29.10)

* The massive shift Andrew sees in B2B marketing (44:05)

And much, much, more . . . 

In this week’s episode of The Breakout Growth Podcast, brought to you by SAP, the world’s leading ERP provider,  Sean Ellis, and Ethan Garr chat with Tim Flaherty, Chief Financial Officer at Enable Injections.  MedTech is an area we hadn’t explored before, but we often find that going outside of what you know can offer new inspiration and insights for all of us working to drive breakout growth success. 

Enable Injections is developing enFuse®, an innovative device designed to improve the lives of patients who depend on medical infusions. This less disruptive system for delivering life-sustaining medications has the potential to drive step-change quality of life improvements for people living with a variety of conditions. Tim is leading the company as CFO, and believes this technology can have dramatic consequences for people who sometimes have to give up their ambitions just to live life around their infusion schedules.

But what does a CFO really do? Are they administrators who simply ensure that money flows in and out of the business efficiently? Or are they the strategic thinkers working to ensure the financial needs of the business support the mission? Tim certainly ascribes to the latter, and in this discussion, we learn how he brings a passion for patients into his work, and how he must constantly think about the future to ensure the long-term health of the business.

Medtech has its own unique challenges, and everything from fundraising to regulation comes into the growth equation, but ultimately, many of the themes we discuss are applicable across industries and markets.  

Before you jump in, learn more about SAP's cloud solutions for mid-size enterprises at sap.com/sme. If you have ambitious goals, SAP is the technology partner you need to scale and drive innovation. Instead of relying on stitched-together solutions to manage business finances, operations, HR, suppliers, and customer relationships, leverage the flexibility of SAP's cloud-based ERP solution to gain the insights that will help drive your breakout growth success.

Achieve breakout growth success now with SAP at bit.ly/3UUPDxJ

We discussed:

* Real patients: the hardships of living with in-clinic infusions (04:42)

* Big Tech/Big Pharma – The impact of big budgets for CFOs (07:39)

* Fundraising over $400 million to support a long-term strategy (11:01)

* Once approved, we have to take off like a rocketship! 16:28)

* When companies should hire a CFO (35:03)

And much, much, more . . . 

The Breakout Growth Podcast is also on YouTube:

Get full access to Growth with Sean Ellis at seanellis.substack.com/subscribe

In this week’s episode of The Breakout Growth Podcast Sean Ellis and Ethan Garr chat with Jacob Eiting, Co-Founder and CEO of RevenueCat. Building the backend system to support subscriptions in a mobile app can take months. Jacob had done this work himself multiple times as an engineer and realized there had to be a better way. So today, mobile developers rely on RevenueCat’s APIs and SDKs to quickly add, manage, and grow subscription revenue in their businesses.

For startups, time is a precious commodity, so being able to offload work that isn’t directly focused on improving customer experiences can be super-valuable. But it isn’t just time-savings that RevenueCat delivers.  

Working within the confines and ever-changing world of Apple and Android’s walled-gardens can be daunting for developers. RevenueCat deeply understands these ecosystems and uses that knowledge to make it easier for every customer to thrive on these platforms. The company wins by helping its developers grow their businesses, and it is clearly working as RevenueCat itself has grown into a go-to solution for mobile developers around the world.

But, the work isn’t done. Jacob is pushing his team to look for additional ways to ensure RevenueCat is adding value for customer throughout their entire journey.  He wants the company to, “be the Salesforce of what we do”, helping and empowering people who build apps at every step.  From our conversation, it seems like he and his team are well on their way.

Whether you are an app developer or not, this is a great conversation for anyone looking to better understand why directly aligning your company goals with the goals of your customers is a winning formula for sustainable growth. 

Take a listen, we think you will really enjoy this one!

We discussed:

* The RevenueCat backstory: from subscription frustration to accessible solutions (04:52)

* “Building on the back of a giant;” adding value within Apple & Android’s walls (15:01)

* The importance of being part of the wider developer community (17:59)

* Figuring out RevenueCat’s long-term value for customers  (27:52)

* OKRs and other efforts to drive alignment (46:20)

* Jacob’s most valuable growth learnings (55:18)

And much, much, more . . .