In the fast-paced world of business growth, understanding key leadership roles is essential. At Made Simpler, we often get asked about the differences between a VP of Growth and a VP of Marketing.
These two positions, while seemingly similar, have distinct responsibilities and focuses. In this post, we’ll break down the VP Growth vs VP Marketing debate, highlighting their unique roles and how they contribute to a company’s success.
What Does a VP of Growth Do?
Driving Growth Through Data
A VP of Growth plays a pivotal role in modern businesses, focusing on sustainable company expansion. This position transcends traditional marketing, encompassing responsibilities that directly impact a company’s bottom line.
The VP of Growth relentlessly pursues growth opportunities through data analysis. They use advanced analytics tools to identify trends, optimize conversion rates, and uncover new revenue streams. For example, they might analyze user behavior data to pinpoint where potential customers drop off in the sales funnel, then implement targeted strategies to improve retention.
Overseeing the Full Customer Lifecycle
Unlike a traditional marketing role, a VP of Growth involves themselves deeply in every stage of the customer journey. They don’t just concern themselves with acquiring new customers but also with activating, retaining, and monetizing them. This holistic approach often results in innovative strategies (such as personalized onboarding experiences or loyalty programs) designed to increase customer lifetime value.
Cross-Functional Leadership
One of the most critical aspects of a VP of Growth’s job is their ability to work across different departments. They act as a bridge between marketing, product development, engineering, and sales teams. This collaboration is essential for implementing growth initiatives that require changes to the product, website, or overall user experience.
For instance, if data shows that users struggle with a particular feature, the VP of Growth might work with the product team to simplify it, coordinate with engineering to implement the changes, and then collaborate with marketing to communicate the improvements to users.
Measuring Success
A VP of Growth’s success often relies on concrete metrics such as customer acquisition cost (CAC), lifetime value (LTV), and month-over-month growth rates. According to research, companies with revenue ops saw 71% higher stock performance.
In today’s competitive landscape, a VP of Growth becomes increasingly essential for companies looking to scale rapidly and efficiently. Their data-driven, cross-functional approach to growth can make the difference between stagnation and explosive success in the market.
As we explore the role of a VP of Growth, it’s important to understand how it differs from more traditional marketing roles. Let’s now turn our attention to the key functions of a VP of Marketing to highlight these distinctions.
What Does a VP of Marketing Do?
Shaping Brand Identity
A VP of Marketing takes charge of developing and maintaining a strong brand identity. This role involves the creation of a cohesive brand message that connects with the target audience. For instance, Apple’s “Think Different” campaign (spearheaded by their VP of Marketing) is frequently labeled one of the best ads of all time and significantly impacted Apple’s brand image.
Leading Marketing Campaigns
VPs of Marketing spearhead the planning and execution of marketing campaigns across multiple channels. This encompasses traditional advertising, public relations, and digital marketing efforts. A recent HubSpot study revealed that brands prioritizing blogging see 13 times more ROI than brands that don’t. Armed with such insights, a VP of Marketing might allocate additional resources to content marketing strategies.
Spearheading Market Research
To maintain a competitive edge, VPs of Marketing conduct regular market research. This process includes the analysis of consumer behavior, identification of market trends, and assessment of competitor strategies. Netflix’s marketing team discovered that 70% of their viewers prefer personalized content recommendations. This finding prompted them to adjust their marketing strategy, highlighting this feature and resulting in increased user engagement.
Driving Lead Generation and Nurturing
While a VP of Growth focuses on the entire customer lifecycle, a VP of Marketing often concentrates on the top of the sales funnel. They develop strategies to attract potential customers and nurture leads until they’re ready for the sales team. Salesforce reports that companies excelling at lead nurturing generate 50% more sales-ready leads at 33% lower cost.
As we explore the distinct roles of VPs of Marketing and Growth, it becomes clear that both positions play vital roles in a company’s success. However, their approaches and focus areas differ significantly. In the next section, we’ll directly compare these two roles to highlight their unique contributions to an organization’s growth and success.
How Do VP of Growth and VP of Marketing Roles Differ?
Strategic Focus and Objectives
VPs of Growth adopt a holistic view of the business, concentrating on overall company expansion. Their primary objective identifies and capitalizes on opportunities that drive sustainable growth across all areas of the business. This often involves a heavy emphasis on product-led growth strategies and customer retention.
VPs of Marketing focus on brand awareness, lead generation, and market positioning. Their main goal creates a strong brand identity and attracts potential customers through various marketing channels. A VP of Marketing might spearhead a rebranding campaign to better align with target audience preferences, while a VP of Growth would more likely implement a referral program to boost user acquisition and retention simultaneously.
Required Skill Sets and Expertise
The skill sets required for these roles differ significantly. VPs of Growth often need a strong background in data analysis, product management, and growth hacking techniques. They must interpret complex data sets and translate insights into actionable strategies.
VPs of Marketing typically require expertise in brand management, market research, and traditional marketing techniques. They need strong creative skills to develop compelling marketing campaigns and messaging. A study found that in B2B marketing for 2024, short articles and posts are at the forefront, with a usage rate of 94%, an increase from the previous year.
Metrics and KPIs for Success
The metrics used to measure success also vary between these roles. VPs of Growth often focus on metrics such as customer acquisition cost (CAC), lifetime value (LTV), retention rates, and overall revenue growth. They might track metrics like the viral coefficient (which measures how many new users an existing user brings in).
VPs of Marketing typically measure success through metrics like brand awareness, market share, lead generation, and return on marketing investment (ROMI). They might also track metrics such as social media engagement rates or email open rates.
Team Structure and Reporting
The team composition and reporting structure can also differ between these roles. VPs of Growth often lead cross-functional teams that include members from product, engineering, and marketing departments. They might report directly to the CEO or COO, given their focus on overall business growth.
VPs of Marketing typically oversee teams specialized in various marketing functions such as content marketing, social media, and public relations. They often report to the Chief Marketing Officer (CMO) or directly to the CEO in smaller organizations.
Final Thoughts
The VP of Growth vs VP of Marketing debate highlights distinct roles in business success. A VP of Growth focuses on overall expansion through data-driven strategies, while a VP of Marketing concentrates on brand management and lead generation. Companies must align these positions with their current objectives to maximize impact.
Both roles contribute uniquely to a company’s growth and aren’t mutually exclusive. Many successful organizations employ both, creating synergy between rapid expansion strategies and strong brand positioning. The choice depends on your company’s stage, goals, and available resources.
Made Simpler offers scalable marketing solutions that support both VP of Growth and VP of Marketing efforts. Our team provides SEO-optimized content, social media management, and AI-powered content generation (among other services). We stand ready to help you achieve your business objectives in today’s competitive landscape.