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Handbook editor pass - Growth (#6123)

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handbook/growth.md
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# Growth
As an open-core company, Fleet endeavors to build a community of engaged users, customers, and
contributors. The purpose of the growth team is to own and improve the growth funnel to drive awareness, adoption, and referrals of Fleet while honoring the ideals and voice of the open source community, and our company values.
contributors. The purpose of the growth team is to own and improve the growth funnel to drive awareness, adoption, and referrals of Fleet while honoring the ideals and voice of the open source community and our company values.
## Positioning
Effective market positioning is crucial to the growth of any software product. Fleet needs to maintain a unique, valuable position in the minds of our users. We keep assertions on our positioning in this [Google Doc](https://docs.google.com/document/d/1sttTxm6B-acvZuQuGt7kkKn-_IVXM0sLwStnjnpIU9Y/edit?usp=sharing) (private). It will be updated quarterly based on the feedback of users, customers, team members, and other stakeholders. Feedback can be provided as a comment in the document or by posting in the `#g-growth` Slack channel.
Effective market positioning is crucial to the growth of any software product. Fleet needs to maintain a unique, valuable position in the minds of our users. We keep assertions on our positioning in this [Google Doc](https://docs.google.com/document/d/1sttTxm6B-acvZuQuGt7kkKn-_IVXM0sLwStnjnpIU9Y/edit?usp=sharing) (private). We will update it quarterly based on the feedback of users, customers, team members, and other stakeholders. Feedback can be provided as a comment in the document or by posting in the `#g-growth` Slack channel.
## Marketing Qualified Opportunities (MQOs)
Growth's goal is to increase usage of the product. We value users of all sizes adopting Fleet Free or Fleet Premium. Companies purchasing under 100 device licenses should sign up [self-service](https://fleetdm.com/pricing/). Companies that enroll more than 100 devices should [schedule a demo](https://fleetdm.com/). When these companies attend a demo, Fleet considers them marketing qualified opportunities (MQOs).
Growth's goal is to increase product usage. We value users of all sizes adopting Fleet Free or Fleet Premium. Companies purchasing under 100 device licenses should sign up for [self-service](https://fleetdm.com/pricing/). Companies that enroll more than 100 devices should [schedule a demo](https://fleetdm.com/). When these companies attend a demo, Fleet considers them Marketing Qualified Opportunities (MQOs).
## Lead enrichment
@ -33,7 +33,7 @@ Posting to social media should follow a [personable tone](https://fleetdm.com/ha
In keeping with our tone, use hashtags in line and only when it feels natural. If it feels forced, don’t include any.
Self-promotional tweets are not ideal(Same goes for, to varying degrees, Reddit, HN, Quora, StackOverflow, LinkedIn, Slack, and almost anywhere else). Also see: [The Impact Equation](https://www.audible.com/pd/The-Impact-Equation-Audiobook/B00AR1VFBU) by Chris Brogan and Julien Smith.
Self-promotional tweets are not ideal(Same goes for, to varying degrees, Reddit, HN, Quora, StackOverflow, LinkedIn, Slack, and almost anywhere else). Also, see [The Impact Equation](https://www.audible.com/pd/The-Impact-Equation-Audiobook/B00AR1VFBU) by Chris Brogan and Julien Smith.
Great brands are [magnanimous](https://en.wikipedia.org/wiki/Magnanimity).
@ -50,16 +50,16 @@ Log in to [Sprout Social](https://app.sproutsocial.com/publishing/) and use the
## Promoting blog posts on social media
Once a blog post has been written, approved, and published, ensure that it is promoted on social media. Please refer to our [Publishing as Fleet](https://docs.google.com/document/d/1cmyVgUAqAWKZj1e_Sgt6eY-nNySAYHH3qoEnhQusph0/edit?usp=sharing) guide for more detailed information.
Once a blog post has been written, approved, and published, make sure that it is promoted on social media. Please refer to our [Publishing as Fleet](https://docs.google.com/document/d/1cmyVgUAqAWKZj1e_Sgt6eY-nNySAYHH3qoEnhQusph0/edit?usp=sharing) guide for more detailed information.
## Press releases
If we are doing a press release, we are probably pitching it to one or more reporters as an exclusive story if they choose to take it. Consider not sharing or publicizing any information related to the upcoming press release before the announcement. Also see: [What is a press exclusive and how does it work](https://www.quora.com/What-is-a-press-exclusive-and-how-does-it-work) on Quora.
If we are doing a press release, we are probably pitching it to one or more reporters as an exclusive story if they choose to take it. Consider not sharing or publicizing any information related to the upcoming press release before the announcement. Also, see [What is a press exclusive, and how does it work](https://www.quora.com/What-is-a-press-exclusive-and-how-does-it-work) on Quora.
### Press release boilerplate
Fleet gives teams fast, reliable access to data about the production servers, employee laptops, and other devices they manage - no matter the operating system. Users can search for any device data using SQL queries, making it faster to respond to incidents and automate IT. Fleet is also used to monitor vulnerabilities, battery health, and software. It can even monitor endpoint detection and response and mobile device management tools like Crowdstrike, Munki, Jamf, and Carbon Black, to help confirm that those platforms are working how administrators think they are. Fleet is open source software. It's easy to get started quickly, easy to deploy, and it even comes with an enterprise-friendly free tier available under the MIT license.
Fleet gives teams fast, reliable access to data about the production servers, employee laptops, and other devices they manage - no matter the operating system. Users can search for any device data using SQL queries, making it faster to respond to incidents and automate IT. Fleet is also used to monitor vulnerabilities, battery health, and software. It can even monitor endpoint detection and response and mobile device management tools like Crowdstrike, Munki, Jamf, and Carbon Black, to help confirm that those platforms are working how administrators think they are. Fleet is open source software. It's easy to deploy and get started quickly, and it even comes with an enterprise-friendly free tier available under the MIT license.
IT and security teams love Fleet because of its flexibility and conventions. Instead of secretly collecting as much data as possible, Fleet defaults to privacy and transparency, capturing only the data your organization needs to meet its compliance, security, and management goals, with clearly-defined, flexible limits.
@ -83,7 +83,7 @@ Once a relevant sponsorship opportunity and its prospectus are reviewed:
6. Eric Shaw (Business Operations) will route the signatures required over to Mike McNeil (CEO) with DocuSign.
7. Once the above steps are completed, use the [Speaking events issue template](https://github.com/fleetdm/confidential/issues/new?assignees=mike-j-thomas&labels=&template=6-speaking-event.md&title=Speaking+event) to prepare speakers and participants for the event.
7. Once you complete the above steps, use the [Speaking events issue template](https://github.com/fleetdm/confidential/issues/new?assignees=mike-j-thomas&labels=&template=6-speaking-event.md&title=Speaking+event) to prepare speakers and participants for the event.
## Rituals