How do Hybrid Structures Evolve in Growth-Focused Organizations?
Hybrid structures in organizations are designed to use the strengths of both generalists and specialists adapting as the company grows and its needs become more defined.
Let's explore the progression from a pure growth team structure to a hybrid model that supports both broad strategic initiatives and specialized operational tasks.
Initial Growth Team Structure with Generalists:
In the early stages of a startup or a new business unit, the growth team typically comprises generalists who carry a broad set of skills. These team members are tasked with exploring various growth avenues, experimenting with different strategies, and identifying what works best for the business model.
Their versatility is crucial in rapidly changing environments where they need to respond quickly to new information and market feedback. A tech startup may begin with a small team of generalists who handle everything from basic growth stack implementation to initial market outreach and customer feedback analysis.
Incorporation of Specialists for Targeted Expertise:
As the organization's growth paths become clearer and more structured, there arises a need for specialized skills in areas critical to the company’s success. This is where specialists are brought in to provide deep knowledge and refined skills, focusing on key operational or strategic areas that require precision and expertise.
Example: For a direct-to-consumer (D2C) brand, adding a specialist in brand marketing can be crucial to develop a unique brand identity and connect effectively with target consumers. Similarly, tech platforms might invest in specialized product managers to refine user experience and functionality.
Transition to a Hybrid/Dual-Reporting Structure:
Eventually, the organization may adopt a hybrid structure where small, nimble growth teams focused on specific objectives work in tandem with centralized functions like brand marketing, performance marketing, product management, and sales. These growth teams often have dual-reporting lines, allowing them to remain agile and innovative while still using the deep resources and stability of traditional functions.
Example: An e-commerce platform could have dedicated growth teams for different market segments or product categories. These teams work closely with the central performance marketing team to tailor campaigns that are optimally aligned with both broad corporate goals and specific market dynamics.
Takeaway:
Hybrid structures in growth-focused organizations allow for a balance between exploratory, agile operations managed by generalists and the strategic depth provided by specialists.
This evolution from a purely generalist team to a robust hybrid structure supports sustained growth, scalability, and responsiveness to market trends, ensuring the organization remains competitive and adaptable.