Early in my career, I learned from some very wise people that it’s much better to get the right question than it is to get the right answer. Accurately hitting the wrong target helps no one and creates a false sense of success that only serves to create more risks for your organization. The worst part about it is that you don’t even know. Michael Freeman VP of Marketing, Skilljar Action Items Conduct an Ideation Workshop Gather a cross-functional team from marketing, sales, customer success, and even product if possible. Look at your core performance metrics and develop a backlog of integrated, omnichannel tests that could be run to try and improve them. Group them by short- and long-term impact and prioritize each based on the potential benefit to the business. Run a Sample Experiment If your team is new to the growth marketing process, it can be helpful to run a smaller- scale experiment to familiarize yourself with it. This could be something as simple as testing the difference in open rates between different email subject lines, or the engagement generated by social posts using different hashtags. Once comfortable, move on to longer sprints and more sophisticated tests. Run an Agility Audit Critically analyze your entire marketing stack and look for areas where your team may lack the tools necessary to affect positive change. These could include interdepartmental dependencies for things like website management or a lack of on-site messaging tools. Invest in the tools necessary to conduct detailed tests before moving into an experimentation cycle. 12