Growth framework: A supporting structure providing a pattern-based explanation to a system or a concept (such as identifying a problem or a solution).

Growth: How you acquire, retain, and monetize customers in a predictable, sustainable, and competitively defensible way.

Growth levers: Acquisition, retention, and monetization.

Growth model: Qualitative or quantitative explanation of growth.

Growth loops: Loops are closed systems where the inputs through some process generate more of an output that can be reinvested in the input. Types of loops:

Viral loops
Paid loops
Sales loops
Content loops

Growth funnel: The Pirate Funnel is a framework to cut a company into pieces to show where the focus should be. Developed by Dave McClure it is called Pirate Funnel because the first letters spell AAARRR for Awareness, Acquisition, Activation, Retention, Referral, and Revenue.

Growth motion: Describes which tactic is accountable for a successful outcome in the growth lever:

Marketing-led growth
Sales-led growth
Product-led growth

Product-led growth: The product takes accountability over one or more growth levers.

Acquisition: users acquire other users
Monetization: product can self-serve monetize
Retention
Self-serve activation
Usage triggers more usage (habit forming)

Marketing-led growth: Marketing takes accountability over one or more growth levers.

Acquisition: organic or paid tactics to capture prospects on 3rd party platforms (search, social, email, events, etc.)
Monetization: NA. But marketing is responsible for building awareness for both product-led and sales-led monetization.
Retention: educates to drive incremental usage (benchmarks, value add, etc.)

Sales-led growth: Sales takes accountability over one or more growth levers.

Acquisition: sales prospects to find a buyer.
Monetization: sales close contract.
Retention: sales/success host QBR's to showcase value.

Product-led sales: Bridge for companies wanting to do both product-led and sales-led monetization. Product-led sales leverage self-serve activation and engagement to build a pipeline for sales to close contracts.

Growth Dictionary