Bridging the Silos in Mobile Growth: A Unified Approach for 2025

Unlock Growth

The 2025 planning season is in full swing! As teams across organizations huddle to define their roadmaps and objectives, it’s crucial to address a common challenge: breaking down silos in mobile growth.

Too often, departments like UA, CRM, and Product operate independently, each with their own KPIs and priorities. This fragmented approach hinders overall app success. To truly unlock growth, a unified strategy is essential.

Aligning for Success

Bridging the silos starts with identifying a shared focus metric – a North Star that guides every department’s efforts. This focus metric should reflect the core value your app delivers and how you measure success.

While metrics like Daily Active Users (DAU), Monthly Recurring Revenue (MRR), or Customer Lifetime Value (CLTV) are common choices, it’s crucial to define “active usage” in a way that’s specific to your app.

For example:

• Music Streaming App: “Active users” could be defined as users who listen to at least 30 minutes of music per week.
• Health & Fitness App: “Active usage” might be users who complete at least 3 workouts per week or log their meals daily.
• E-commerce App: “Active usage” could be users who browse products for a certain duration or add items to their cart within a given timeframe.

Once this North Star metric is established, each team can align their initiatives to contribute to its growth:

• UA: Focuses on acquiring high-quality users who fit the profile of an “active user” and are likely to engage with the app’s core features.
• CRM: Nurtures users with personalized messaging and incentives to encourage the behaviors that define “active usage.”
• Product: Develops features and optimizes the user experience to make it easier and more enjoyable for users to engage in “active usage.”

By defining and aligning on a shared focus metric, you create a common goal that unites all departments and drives sustainable app growth.

Beyond KPIs: A Holistic Approach

Aligning on KPIs is a crucial first step, but it’s only the foundation for bridging silos and achieving true synergy in mobile growth. The real challenge lies in fostering ongoing communication and collaboration across departments.

In many companies, especially larger corporations, a siloed mentality can be deeply ingrained. Teams may have different reporting structures, conflicting priorities, and limited visibility into each other’s work. This can lead to duplicated efforts, missed opportunities, and a fragmented user experience.

To overcome these challenges, consider implementing these solutions:

• Ongoing Communication: Establish regular cross-functional meetings (e.g., weekly or bi-weekly) to discuss progress, share updates, and brainstorm ideas. This ensures everyone is on the same page and working towards shared goals.
• Matrix Structure: Implement a matrix organizational structure where team members report to both their functional manager and a project or product manager. This fosters collaboration and breaks down traditional departmental barriers.
• Head of Growth: Appoint a Head of Growth or similar role to oversee the entire app growth strategy and ensure alignment across departments. This leader can champion a holistic approach and facilitate cross-functional collaboration.
• Shared Tools and Dashboards: Utilize shared tools and dashboards to track progress towards KPIs and provide visibility into each team’s contributions. This promotes transparency and accountability.
• Cross-functional Training: Encourage cross-functional training and knowledge sharing to foster a deeper understanding of each team’s role and responsibilities.

By implementing these solutions, you can create a more collaborative and integrated approach to mobile growth.

Imagine a retail app:

• Product launches a new feature allowing users to scan products in-store for more information.
• UA promotes this feature in their campaigns to attract users who value this functionality.
• CRM sends targeted messages to existing users, encouraging them to try the new feature and highlighting its benefits.

This integrated approach maximizes the impact of each initiative and creates a seamless user experience across channels.

The App as a Product vs. a Channel

When the app is the core product, its business impact is clear. But for many businesses, the app is one of many channels (e.g., retail, e-commerce). In these cases, defining the app’s contribution to overall company KPIs is crucial.

• Cross-channel impact: How does the app influence web traffic, in-store purchases, or customer service interactions?
• Personalization: How can the app provide a seamless and personalized customer experience across all touchpoints?

By addressing these questions, companies can ensure their app strategy aligns with their broader business goals.

Wuzzon’s Role in Bridging the Gap

At Wuzzon, we help companies break down silos and align their mobile growth strategies. We facilitate workshops, provide KPI frameworks, and host planning sessions to ensure all teams are working towards shared objectives. If you want to hear more on the 7 steps we have to scale apps? Download our whitepaper here.

Conclusion

Bridging the silos in mobile growth is essential for achieving sustainable success. By aligning on a shared focus metric, fostering collaboration, and considering the app’s role within the broader customer journey, companies can unlock the full potential of their mobile channel.