Table of Growth for the company growth

July 19, 2023, by Mirko Maiorano




It is an essential Product Marketing tool for designing and monitoring the growth of the products we are developing and, consequently, also the growth of the company.

I pictured and built it based on my experiences and I believe it can be a perfect ally to many.

Growth in Product Management

Growth Marketing is a process that is essential to ensure the development and landing of a product on the market, as well as the improvement and growth of the product itself.

As anticipated, the Product Team consists of professionals who, according to specific needs, are able to understand each other and confront the other team figures, but they also have specific verticalities: these are essential when it comes to shaping and implementing strategies and tactics. The development of the latter, steady and continuous in Product Management, passes through a series of practices and methods, but above all, it needs tools that help us put everything pen to paper.

This is what the Table of Growth is for, a tool that we use in 20tab to achieve our strategic goals.

What is the Table of Growth

It is a Product Management tool that allows to optimize, plan and improve the work of the team: a model which enables to maintain a constant operational speed, both in the planned product activities and in the development of the Growth Marketing process.

Specifically, its purpose is to make it easier to execute and monitor all marketing activities, both inside and outside the product.


The Table of Growth is a table in which we find 5 key points, which can be integrated if necessary, for specific team needs. My advice is to always use it together with the Customer Journey Map, otherwise it will be difficult to be able to monitor and fully understand the various steps.

Here we find, specifically:

  1. CJM stage: we indicate the moment in which we find ourselves, in the user's journey (Discovery, Consideration, Revenue, Loyalty, Advocacy).
  2. Touch-point/Channel: the point of contact between our product and the user, essential for providing him with the information he seeks and expects from us.
  3. What works: here it should be indicated what is working in the touchpoint at this stage. Of course, we do not rely on personal opinions or impressions but on data, numbers, results. For example, we will constantly evaluate optimizations, content, videos, images, technical decisions, etc.
  4. What didn’t work: here we look at the past and figure out what in the past did not work, for that same touch-point at that same stage. Let's think of it as a reminder, a warning, but also something to overturn and dismantle: what did not work in the past for a number of reasons could work, however, in the future with new conditions.
  5. Experiments: here we put ideas and experiments to be carried out to improve and/or test that touch-point of stage X. Careful, not ordinary activities but creation of new ideas and new experiments to discover what we do not yet know, always with a data-driven approach.
  6. Actions: let's move on to operation and write down the to-do list that we will carry out in the following days.

A tool for shared understanding

The Table of Growth is a Product Management tool that must be used constantly and regularly, with an approach that analyzes and takes into account numbers and performance. But it is above all a team tool.

Yes, because besides involving the various roles in the consideration of the current situation and the generation of ideas, it contributes to:

  • keep a high focus on the goals
  • make the team cohesive and efficient
  • affirm a data-informed view.

Last but not least, one of the great positive effects of using the Table of Growth is the sharing of information and the mutual influence among team members.

Among the touch-points we must take into account there are, in fact, also steps that are strictly linked to the product. This means involving different roles and ensuring that they work together to find new solutions and new paths to follow.

The Table of Growth really gives us the big picture here, a snapshot of the progress of the activities, the point we are working on, the results, the experiments to generate a unitary growth.