Growth Marketing

Growth marketing is the widest of the sibling disciplines. Where demand generation is the marketing discipline that creates and converts demand, growth marketing spans product and marketing together and treats every stage as an experiment surface: acquisition, activation, retention, referral, and revenue.

Its signature is method, not channel: form a hypothesis, ship the smallest test that can falsify it, measure, and compound the wins. Growth teams think in loops as much as funnels, looking for places where output feeds input, like referral programs where customers recruit customers.

In practice the two overlap heavily, and most teams run demand gen as the engine inside a growth program. The demand generation guide covers the discipline boundary and walks the stage model both practices share.