Why Growth Playbooks Are Crumbling - and What’s Next (Category Product Management)

Why Growth Playbooks Are Crumbling - and What’s Next (Rubric #ProductManagement)

I watched with interest. speech ProductCon SF 2025 by Elena Verna, Head of Growth Lovable. Previously, Elena led/advised growth at SurveyMonkey, Miro, Amplitude, Dropbox. She talked about the following topics. 1. Classic growth breaks down. SEO, performance advertising and linear funnels are losing effectiveness. New entry point - answer engines (LLM search engines, assistants)Users receive a response immediately, without clicking. 2. AEO instead of SEO. Answer Engine Optimization: How to prepare data and content so that assistants “know” about you and quote. One thought on “Why ChatGPT Will Be the Next Big Growth Channel” (see. my analysis) 3. Protection through growth loops, not funnels. We need to connect product, content and user signals to drive self-sustaining growth. 4. Partnerships with AI platforms. We need to work with model providers and ecosystems to cement the brand/product presence in response engine delivery.

Importantly, this is not just about marketing, but about engineering distribution of the product, which can be improved through the next steps. Knowledge structuring: schemas, markup, machine-readable help/docs, wikis/knowledge repositories – so that models can extract and cite. Integration with LLM/search: feeds, APIs, RAG connectors and permissions to reuse content. Observability and AEO metrics: tracking the share of references / citations in the answers of assistants, the quality of extraction and “closing the loop” in the product. Experiments on top of content/schemasRapid iterations in both product and documentation and semantics.

#AI #Data #Software #Marketing #Economics