"Growth hacking" is not a real thing, and beyond spam: any actual work they try to usurp is just marketing: hackers, gurus and ninjas, please drop the glitz and be a legitimate part of our sector
There is so much immediacy bias built into how the KPIs work. It almost begs for shitty marketers to juice metrics via unethical means. It is trading trust - super hard to get back and hard to measure short term, for one marketer making numbers one month and getting their bonus.
The fault lies at the CEO doorstep though - if you don't know how your marketing team is hitting numbers, sticking your head in the sand looking at this month's up-and-to-the-right, you are failing your customers.
There is so much immediacy bias built into how the KPIs work. It almost begs for shitty marketers to juice metrics via unethical means. It is trading trust - super hard to get back and hard to measure short term, for one marketer making numbers one month and getting their bonus.
The fault lies at the CEO doorstep though - if you don't know how your marketing team is hitting numbers, sticking your head in the sand looking at this month's up-and-to-the-right, you are failing your customers.