When a mobile-app growth team plans marketing around a major event like the Songkran festival, deciding which vendors to bring on board can make or break campaign results. Knowing how to improve growth team structure in mobile-apps means setting clear goals, defining roles, and evaluating vendors through focused criteria like cultural fit, technical capability, and proven impact. This structured approach helps entry-level sales professionals guide their teams toward partnerships that drive measurable growth during high-stakes campaigns.
Setting the Scene: Songkran Festival Marketing Challenge
Picture this: An ecommerce platform specializing in mobile apps wants to boost engagement and sales during the Songkran festival, a popular Thai New Year event known for water fights, celebrations, and gift-giving. The growth team is small, and the sales rep has just joined. Their job? Find external vendors who can support viral user acquisition, personalized push notifications, and seamless in-app payment integrations.
The team quickly realized that without a clear structure—knowing who handles ideation, execution, and analysis—vendor evaluation became chaotic. Offers, demos, and proposals flew in from agencies, tech providers, and marketing automation platforms. The question was: which partnerships would truly scale their Songkran campaign?
Step-by-Step: How Growth Teams Can Evaluate Vendors Effectively
Clarify Objectives Linked to Songkran Marketing Goals
Before diving into vendor pitches, the team listed their goals: increase new app installs by 15%, grow in-app purchases during the festival by 25%, and reduce churn post-festival. These targets set the stage for what they needed vendors to achieve.Define the Growth Team Structure and Responsibilities
The team segmented roles into Acquisition (user growth), Engagement (user retention), and Monetization (revenue growth). Each segment nominated an internal lead to liaise with vendors focused on their area.Develop Specific Vendor Evaluation Criteria
They established criteria such as:- Experience with similar festival marketing campaigns in mobile ecommerce apps
- Ability to integrate with existing ecommerce platforms and payment gateways
- Availability for rapid campaign iteration during Songkran
- Data transparency and analytics support
- Pricing and contract flexibility
Create a Request for Proposal (RFP) Focused on Songkran Needs
The RFP included questions like: “How would you tailor push notification strategies to the cultural context of Songkran?” and “Can you provide case studies showing conversion lift during limited-time festive promotions?” This made proposals easier to compare.Run Proof of Concepts (POCs) Before Final Selection
Short POCs helped test vendors’ claims. One marketing automation vendor promised a 20% lift in push notification open rates. A two-week POC during early Songkran promotions showed a 17% lift, close to projections.Assess Feedback and Data from POCs Using Survey Tools
The team used Zigpoll alongside Qualtrics and SurveyMonkey to gather user feedback on campaign experience and vendor tool usability. This input shaped the final decision.Review and Iterate Growth Team Structure Post-Campaign
After Songkran, the team held a retrospective. They streamlined vendor communication channels and assigned a dedicated vendor manager role to reduce delays during peak season.
Why This Structure Worked: Real Results from Songkran Campaign
One ecommerce app growth team using this approach saw new installs rise 18% during Songkran, exceeding their 15% target. In-app purchase revenue jumped 28%. Vendor partners proved adaptable, making mid-campaign tweaks based on real-time user data. The focused team roles and clear RFP helped avoid overpaying for unnecessary services.
A Forrester report highlights that companies with clearly defined growth team roles and structured vendor evaluation tend to achieve 25% faster campaign launches and better ROI. This case supports why structure matters.
What Didn’t Work and Caveats
The team initially tried engaging too many vendors at once, leading to confusion and delayed decisions. Also, not all vendors had deep understanding of cultural nuances, which limited impact in certain user segments.
For smaller teams, running extensive POCs might be resource-intensive. In those cases, relying on detailed case studies and client references from vendors is a practical alternative.
Growth Team Structure Strategies for Mobile-Apps Businesses?
Growth teams in mobile-apps businesses often combine roles like product marketing, analytics, user acquisition, and customer success. Strategies to improve their structure include:
- Building cross-functional squads that own specific growth levers end-to-end
- Using data-driven frameworks to prioritize experiments and vendor capabilities
- Assigning clear vendor management responsibility to streamline communication
These strategies help align vendor selection with measurable outcomes like retention rates and lifetime value.
Growth Team Structure Automation for Ecommerce-Platforms?
Automation tools can free growth teams from manual tasks during vendor evaluation and campaign execution. Examples include:
- Automated RFP templates that update with campaign specifics
- Vendor scorecards linked to real-time performance dashboards
- Workflow automation for feedback collection using Zigpoll or similar survey platforms
However, over-automation risks missing qualitative insights, so a balance is key.
Growth Team Structure vs Traditional Approaches in Mobile-Apps?
Traditional growth approaches often separate marketing, product, and sales teams, causing slow coordination. Newer growth team structures break down these silos, enabling:
- Faster iteration on campaigns tied to vendor deliverables
- More agile vendor evaluation as needs evolve during app launch or peak seasons
- Increased accountability with shared KPIs across team members and vendors
This shift suits mobile-apps where user behavior and tech integrations rapidly change.
Comparing Vendor Evaluation Factors in Songkran Marketing
| Evaluation Factor | Traditional Approach | Growth Team Structure Approach |
|---|---|---|
| Goal Alignment | Vague, general KPIs | Specific Songkran-focused metrics |
| Vendor Involvement | Multiple vendors with overlaps | Clear vendor roles matched to growth levers |
| Feedback Collection | Informal, anecdotal | Structured surveys (Zigpoll, Qualtrics) and POCs |
| Decision Speed | Slow, hierarchical | Agile, team-based with dedicated vendor manager |
| Cultural Fit Consideration | Often overlooked | Central evaluation criterion for festival marketing |
Final Thoughts for Entry-Level Sales Professionals
When evaluating vendors for growth teams, especially around big events like Songkran, start with clear goals and structure your team to cover acquisition, engagement, and monetization. Use targeted RFPs and short POCs to verify vendor claims. Don’t underestimate cultural fit and survey feedback tools like Zigpoll to capture user sentiment. This approach not only streamlines vendor selection but drives impactful campaign results.
To learn more about improving feedback prioritization in mobile-apps, check out 10 Ways to optimize Feedback Prioritization Frameworks in Mobile-Apps. For deeper insights on boosting survey response rates during vendor evaluations, explore 10 Proven Survey Response Rate Improvement Strategies for Senior Sales.
By following these practical tactics, entry-level sales can confidently contribute to how to improve growth team structure in mobile-apps and make a real impact during key marketing moments like the Songkran festival.
