Community-led growth is a powerful way to attract and retain customers by building engaged, self-sustaining communities. Here are five frameworks to help scale this approach:
- T-Shaped Scaling Framework: Combine deep expertise with broad cross-functional skills to boost collaboration, efficiency, and innovation.
- Engage-Monetize-Scale Model: Build connections, convert members to paying customers, and grow through advocacy and referrals.
- Community Maturity Curve: Develop communities in three phases - seeding, cultivating, and measuring impact - while aligning with business goals.
- ACP Growth Funnel: Transition from audience building to community engagement and product alignment for long-term growth.
- Agile Community Flywheel: Create a continuous cycle of acquisition, adoption, retention, and advocacy driven by community interactions.
Quick Comparison
| Framework | Difficulty | Speed of Impact | Depth of Impact | Ideal Organization Size | Time to Results |
|---|---|---|---|---|---|
| T-Shaped Scaling | 3 | Moderate | High | 50-500 employees | 9-12 months |
| Engage-Monetize-Scale | 2 | Fast | Moderate | Under 100 employees | 3-6 months |
| Community Maturity Curve | 4 | Slow | Very High | 500+ employees | 12-18 months |
| ACP Growth Funnel | 3 | Moderate | High | Any size | 6-9 months |
| Agile Community Flywheel | 5 | Slow initially | Very High | 100-1,000 employees | 6 months onward |
Each framework fits different goals, resources, and timelines. Start with what aligns with your current stage, and adapt as your community grows.
Rise of Community Led Growth: How Shopify, Notion, and Gong unlock CLG | Sumeru Chatterjee
1. T-Shaped Scaling Framework
The T-Shaped Scaling Framework focuses on building community growth by combining deep expertise in a specific area with a broad understanding of related fields. Picture it as a "T": the vertical line represents deep specialization, while the horizontal line showcases a wide range of cross-functional skills.
Structure and Components of the Framework
In the context of community-led growth, this approach involves having specialists who excel in one domain while staying familiar with other key areas. The framework emphasizes six core capabilities: customer centricity, full-funnel marketing, an agile operating model, multichannel excellence, effective measurement, and leveraging customer data and marketing technology. Each team member develops expertise in one of these areas while gaining a working knowledge of the others. This creates stronger collaboration across teams, speeds up problem-solving, and fosters innovation. Once the structure is clear, the focus shifts to developing these skills strategically to ensure smooth execution.
Implementation Steps and Best Practices
Putting the T-Shaped Scaling Framework into action requires a targeted approach to skill-building through hiring, upskilling, and training. For instance, a multinational consumer goods company made digital marketing education mandatory for all employees, including senior executives. They supported this initiative with basic online courses, advanced training, and informal "lunch and learn" sessions. Another example is a global food company that designed a learning program combining self-paced modules, live workshops, on-the-job training, and fieldwork. They tested this program in one market before expanding it globally.
Key Benefits and Measurable Outcomes
Organizations adopting this framework often see noticeable improvements in efficiency and performance. Leaders who build meaningful connections with customers report a 10–30% boost in marketing spend efficiency and a 2–3% increase in enterprise revenue. A fintech company, for example, reorganized its content team from channel-specific silos into expertise-based pods. This change doubled their content output, reduced headcount by 15%, and increased customer engagement metrics by 37%.
"T-shaped teams just move faster and smarter." - David Arnoux, GrowthTribe
Data also shows that companies running five or more experiments per month grow three times faster than those conducting fewer than two. T-shaped teams are especially well-equipped to quickly test and implement new ideas, amplifying their impact.
Ideal Use Cases and Organizational Fit
The T-Shaped Scaling Framework works particularly well for B2B digital holdings and media networks aiming to scale content and community engagement across multiple channels. For example, organizations like The B2B Ecosystem - which manages directories, AI tools, and active communities - thrive by having team members who understand both technical skills and community dynamics. This framework is especially effective for rapidly growing companies where traditional siloed structures often slow progress. In environments that demand cross-functional collaboration, T-shaped skills reduce miscommunication and speed up decision-making. By optimizing content scaling, businesses can achieve a 5–10× increase in output within a year, all while maintaining or even reducing resource use.
2. Engage-Monetize-Scale Model
The Engage-Monetize-Scale Model focuses on building vibrant customer communities that fuel organic growth through genuine, peer-driven connections.
Structure and Components of the Framework
This model unfolds in three core phases:
- Engage: This phase is all about creating meaningful connections by offering upfront value and bringing together like-minded individuals who share an interest in your industry.
- Monetize: Here, engaged community members naturally transition into paying customers. In fact, community members are 46.6% more likely to convert compared to traditional prospects.
- Scale: Growth is achieved through community advocacy, referrals, and organic expansion. By 2025, an estimated 80% of B2B sales interactions will occur in digital channels, making online communities a vital component for lasting growth.
This framework relies on several key elements: a clear value proposition, a variety of content offerings, smooth onboarding processes, dedicated support systems, and structured advocacy programs. Together, these components create a cycle where engaged members evolve into advocates, helping to attract and welcome new members.
With the phases clearly outlined, the next step is executing them with thoughtful, targeted actions.
Implementation Steps and Best Practices
To bring this model to life, start by defining your community's purpose in alignment with your brand's values. Identify platforms where your audience is already active, as this minimizes barriers to entry and encourages early engagement.
Foster authentic interactions through regular events like AMAs, webinars, and peer-to-peer sessions. For example, Salesforce's Trailblazer Community offers a space for collaboration, peer support, and knowledge sharing, which helps reduce churn and boost product adoption.
Recognize and empower your most dedicated members through special roles, badges, or rewards. Notion’s Ambassador Community is a great example. Its enthusiastic users share custom templates, productivity tips, and creative use cases, all of which amplify the platform’s value.
Maintain a safe and inclusive environment by establishing clear guidelines. Collect feedback through surveys, polls, and forums to continually improve both your product and the community experience.
Key Benefits and Measurable Outcomes
Organizations that adopt this model often see higher customer retention, reduced acquisition costs, stronger brand credibility, and improved product adoption. Communities also serve as a direct line to valuable customer insights, gathered through ongoing feedback.
Key metrics to monitor include engagement rates, community growth and retention, customer satisfaction scores, conversion rates, content interaction, community referrals, and sentiment analysis. Interestingly, about 30% of online communities prioritize educational resources as a primary driver of engagement.
"Community is the next natural evolution of content marketing. The content space is saturated... but community is a freemium product that any company can offer as part of a go-to-market motion." - Colin Campbell, Director of Community at Pavillion
HubSpot demonstrates this approach effectively through its HubSpot Academy and user forums. These resources create a space where marketing, sales, and service professionals can learn from one another, cementing HubSpot’s leadership in inbound marketing while cutting traditional marketing expenses.
Ideal Use Cases and Organizational Fit
The Engage-Monetize-Scale Model works especially well for B2B digital platforms and media networks that consistently deliver value through content, tools, and peer connections. For instance, The B2B Ecosystem uses directories, AI tools, and active communities across multiple platforms to create interconnected touchpoints that keep members engaged.
This approach is particularly suited to companies offering complex products or services that thrive on peer support and shared knowledge. Duolingo exemplifies this with its language-specific forums, where users can ask questions, share learning tips, and discuss challenges. This supportive environment keeps users engaged and encourages long-term retention.
Ultimately, this model is ideal for organizations willing to invest in building long-term relationships rather than chasing quick wins. By consistently delivering value, educational resources, and collaborative opportunities, companies can achieve meaningful, sustainable growth.
3. Community Maturity Curve
The Community Maturity Curve outlines how communities evolve, moving from initial setup to measurable impact. Unlike other frameworks that focus on specific tactics, this approach highlights the key phases of development, helping organizations prioritize resources and set realistic expectations for growth.
Structure and Components of the Framework
The framework breaks down community development into three phases: seeding, cultivating, and measuring impact.
- Seeding Phase: This is where you lay the groundwork. It involves building the necessary technology stack and attracting your first group of engaged members.
- Cultivating Phase: During this stage, the focus shifts to growth and deeper engagement. Communities typically operate across at least four channels. Choosing platforms where your audience is already active is crucial to sustaining momentum.
- Measuring Impact Phase: At this point, advanced analytics and alignment with business goals take center stage. Communities begin to show their value by contributing to metrics like revenue, product innovation, and customer success.
"Community growth happens across a maturity curve with three phases: seeding, cultivating, and measuring."
Each phase demands unique skills and investments, making it easier for organizations to implement actionable strategies.
Implementation Steps and Best Practices
To get started, assess where your community stands within the maturity curve. This evaluation helps pinpoint gaps and encourages meaningful discussions about your community strategies.
- Track Responsiveness: Quick replies to member questions foster engagement and retention.
- Integrate Data: As your community grows, managing data from multiple platforms can become overwhelming. Consolidating this information ensures better insights into member behavior and overall health.
- Focus on High-Impact Areas: Identify which members, actions, and content drive the most value. Use these insights to allocate resources effectively.
By following these steps, you can turn your community efforts into measurable successes.
Key Benefits and Measurable Outcomes
Using the Community Maturity Curve helps organizations allocate resources more effectively, set realistic timelines, and establish metrics that align with their current stage of growth. It acts as both a management checklist and a strategic roadmap.
The framework also highlights gaps in capabilities or processes, allowing teams to address obstacles that could slow progress. Mature communities often experience smoother communication, better goal alignment, and streamlined workflows, which can even boost team morale [12].
For instance, Asana ties its community efforts directly to business goals by tracking metrics like product adoption from events and revenue attributed to community activities. This shows how a well-developed community can seamlessly integrate into broader business strategies.
"In a maturing organization, two things are happening. One, you're becoming less reactive as an organization. You're becoming a data-driven organization, meaning that you're making decisions based on understanding performance and financial results." - Chuck Werner, Manager of Operational Excellence at the Michigan Manufacturing Technology Center [12]
Ideal Use Cases and Organizational Fit
The Community Maturity Curve is an excellent complement to other growth frameworks, providing a roadmap for sustainable community development. It's particularly useful for organizations starting their first community or struggling to move beyond the initial engagement phase.
B2B companies with complex products often find this framework valuable, as it supports ongoing education and peer collaboration. For businesses with existing communities but no clear growth plan, the maturity curve offers structured guidance for scaling effectively.
Companies with distributed teams or multiple product lines can also benefit. It provides a unified approach to managing community efforts, as seen in the B2B Ecosystem, which coordinates across directories, AI tools, and digital publications while maintaining consistent standards.
Lastly, the framework is ideal for organizations transitioning from traditional marketing to community-led growth. It supports change management and helps teams develop the skills needed for this shift.
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4. ACP Growth Funnel
The ACP Growth Funnel introduces a fresh way of thinking about growth by focusing on the natural journey from engaging an audience to aligning products with their needs. Instead of relying on traditional advertising, this framework prioritizes authentic storytelling to build genuine connections. It emphasizes moving through three key stages - Audience, Community, and Product - making it particularly relevant for businesses that want to create lasting relationships with their customers.
Structure and Components of the Framework
The ACP Growth Funnel is built around three interconnected stages, each playing a critical role in driving sustainable growth:
- Audience: This is the starting point. The goal here is to attract the right people by sharing meaningful, relatable stories. It’s not about reaching everyone but about connecting with those who align with your brand's values through valuable content.
- Community: Once you've drawn in the right audience, the next step is to create a space where they can interact - not just with your brand but also with each other. This stage transforms passive followers into active participants, fostering deeper connections.
- Product: The final stage focuses on aligning your offerings with the needs of your community. Instead of pushing products, you provide solutions that genuinely help them achieve their goals, enhancing their overall experience.
Implementation Steps and Best Practices
To put this framework into action, start by creating content that resonates with your ideal audience. Share insights, educational material, and stories that address their specific challenges and aspirations. Authenticity is key - people are drawn to brands that feel real and relatable.
Next, transition to the Community phase by building a platform where your audience can engage. Choose spaces they already frequent, and encourage interaction through discussions, success stories, and opportunities for collaboration. The goal is to nurture a sense of belonging.
Finally, in the Product phase, focus on listening to your community. Understand their pain points and develop solutions that meet their needs. Companies that align their products with community feedback often see substantial growth. For example, businesses that closely tie their offerings to community insights report a 20% annual growth rate, while those that don’t risk a 4% revenue decline.
This approach highlights the importance of creating a growth strategy that’s rooted in community-driven efforts.
Key Benefits and Measurable Outcomes
The ACP Growth Funnel offers several key advantages over traditional growth methods:
- Higher Customer Loyalty: Engaged community members are more likely to stay loyal and actively participate.
- Lower Acquisition Costs: Word-of-mouth and organic referrals reduce the expense of bringing in new customers.
- Stronger Brand Credibility: Community advocates naturally enhance your brand's reputation and authority.
- Better Product Insights: Products developed based on community input tend to see higher adoption rates and provide valuable feedback for future improvements.
Companies adopting this strategy often experience measurable growth by aligning their products with the genuine needs of their user base.
Ideal Use Cases and Organizational Fit
The ACP Growth Funnel is especially effective for B2B companies with complex products requiring ongoing support and education. For instance, HubSpot has successfully used this approach by offering educational resources and user forums, helping customers grow while fostering collaboration.
This framework is also ideal for businesses shifting away from ad-heavy strategies. Instead of buying attention, they can focus on earning it through meaningful engagement. Brands like LEGO excel in this area by involving their fans in product design, creating a continuous loop of feedback and innovation.
For businesses that cater to multiple industries, the ACP framework allows for tailored storytelling and community building. The B2B Ecosystem demonstrates this by offering varied touchpoints - like directories and digital tools - before nurturing communities around each and introducing relevant products. Similarly, companies like Duolingo have built thriving communities where users share tips and support each other, driving engagement and product use.
5. Agile Community Flywheel
The Agile Community Flywheel shifts away from the traditional linear funnel approach, replacing it with a dynamic, continuous cycle of real engagement. Instead of moving prospects through fixed stages, this model creates a self-sustaining loop where the community itself becomes the driving force behind growth.
Framework Overview and Key Elements
This framework revolves around four interconnected stages:
- Acquisition: Attract the right audience through user-generated content and genuine community discussions.
- Adoption: Provide seamless onboarding experiences to help new members quickly find value.
- Retention: Build lasting relationships by offering ongoing support and meaningful interaction.
- Advocacy: Turn satisfied members into enthusiastic promoters who draw in new participants organically.
Unlike product-led strategies that often prioritize free trials, this community-driven model starts with the customer. It fosters an environment where members feel genuinely welcomed and valued. The flywheel is further energized by five key marketing strategies: a focus on building a dedicated community (beyond just a social media presence), standout "hero" products that spark excitement, authentic brand storytelling, active community engagement that drives organic content creation, and hassle-free transactions.
This cyclical approach naturally transitions into actionable tactics.
How to Implement the Framework
To successfully implement the Agile Community Flywheel, brands need cross-functional teamwork and robust technology. Start by identifying communities where your brand can provide real value - don’t try to be everywhere at once. Focus on standout products that inspire organic buzz and conversation.
Create agile teams that bring together product, marketing, sales, analytics, and other key functions. These teams can quickly respond to feedback, experiment with new ideas, and scale what works without committing to risky, large-scale investments upfront.
A strong marketing tech stack is critical for managing data, making informed decisions, distributing content, and measuring outcomes. As your community grows, this foundation becomes even more important. Additionally, a well-thought-out content strategy that aligns with your brand values and encourages authentic conversations will help reinforce trust and engagement - both essential for community-led growth.
Results You Can Expect
Brands that adopt this model often see impressive outcomes. For example, top-performing companies report that over 75% of their content is created by users, influencer engagement rates exceed 2%, website conversion rates are above 4%, and viral brand-related posts occur at least twice a year. Over time, as advocate networks expand and take on more promotional efforts, initial investments decrease.
Take Notion as an example. The company grew rapidly by empowering customers to share their experiences on social media. This approach helped them build a thriving community of over 300,000 active Reddit users. By allowing customers to lead their own conversations - with light moderation - Notion created a growth engine that essentially runs itself.
Who Benefits Most from This Model?
The Agile Community Flywheel works particularly well for brands targeting engaged and passionate groups. Gymshark, for instance, connects with youth through user-driven interactions. Traeger’s "Traegerhood" community boasts over one million members and generates around 350,000 posts. Fashion brands like Ganni thrive by building communities around shared values like empowerment, while Crocs stays relevant with limited-edition collaborations featuring celebrities and luxury designers. Brands that rely on education and support, like Drunk Elephant, also excel by creating communities centered on their mission and founder stories.
This model is especially effective for brands looking to build loyal, active communities that fuel their growth from within.
Framework Comparison
Scaling community-led growth means picking a framework that aligns with your organization’s goals and stage of development. Each of the five frameworks has its own strengths, but they differ in complexity and how quickly they deliver results.
The T-Shaped Scaling Framework works well for mid-sized companies (50–500 employees) that already have established products. It requires a moderate amount of effort to implement and delivers lasting results, making it ideal for those aiming to build structured community growth and establish industry authority.
The Engage-Monetize-Scale Model is best for early-stage startups with fewer than 100 employees. It focuses on generating revenue quickly and proving the value of community efforts. While it delivers fast results, the initial impact tends to be more surface-level.
The Community Maturity Curve is a long-term strategy that demands both patience and significant resources. Large enterprises with 500+ employees benefit most, as they often have the infrastructure to support this gradual, in-depth approach. While the results are substantial, they typically take 12–18 months to appear.
The ACP Growth Funnel suits companies of any size, balancing speed and depth. Its structured focus on Awareness, Consideration, and Purchase delivers results within 6–9 months, making it a versatile choice.
The Agile Community Flywheel is highly scalable, designed for growth-stage companies (100–1,000 employees) with dedicated community teams. Although it requires a significant upfront investment, its long-term maintenance costs are much lower, and it delivers exponential growth over time.
| Framework | Implementation Difficulty (1-5) | Speed of Impact | Depth of Impact | Ideal Organization Size | Time to Results |
|---|---|---|---|---|---|
| T-Shaped Scaling | 3 | Moderate | High | 50-500 employees | 9-12 months |
| Engage-Monetize-Scale | 2 | Fast | Moderate | Under 100 employees | 3-6 months |
| Community Maturity Curve | 4 | Slow | Very High | 500+ employees | 12-18 months |
| ACP Growth Funnel | 3 | Moderate | High | Any size | 6-9 months |
| Agile Community Flywheel | 5 | Slow initially, then exponential | Very High | 100-1,000 employees | 6 months to momentum |
When selecting a framework, consider your budget, risk tolerance, and existing community infrastructure. For instance, the Engage-Monetize-Scale Model can be managed by a single community manager, while the Agile Community Flywheel requires a cross-functional team.
Risk tolerance also plays a role. Organizations with a cautious approach may prefer the steady progression of the Community Maturity Curve, while companies willing to take risks for higher rewards might lean toward the Agile Community Flywheel. The ACP Growth Funnel offers a balanced option, providing structured growth without overwhelming complexity.
Your current community infrastructure is another key factor. If you’re starting from scratch, avoid jumping into advanced frameworks like the Agile Community Flywheel. Instead, begin with foundational engagement using the Engage-Monetize-Scale Model and transition to more advanced strategies as your community and team capabilities expand.
The most effective organizations don’t stick rigidly to one framework. Instead, they combine elements from multiple models, starting with the one that best fits their current needs. As your community grows and your team gains experience, you can integrate tactics from other frameworks to create a strategy that evolves alongside your organization.
Conclusion
Choosing the right community-led growth framework isn't about finding a perfect solution - it's about matching your current strengths and resources with a strategy that delivers meaningful results. Each framework serves different needs, and understanding where your community stands today is key to identifying the approach that will drive the most impact.
Start by conducting a maturity assessment of your community infrastructure. This step helps you evaluate your current capabilities, pinpoint gaps, and prioritize areas that need attention before scaling. Regular assessments also allow you to track progress and make informed decisions along the way.
Your organization's size and resources are equally important factors. A startup with limited resources and a single community manager might benefit from a simpler framework, while larger companies with specialized teams and bigger budgets can explore more intricate strategies. The key is to choose a model that aligns with what you can realistically implement. Timing also matters - if quick results are needed, a framework that requires a longer runway may lead to frustration and stalled efforts. Be sure to set realistic expectations and communicate them clearly to stakeholders.
It's essential to ground your community initiatives in your company’s core values and identity, with leadership actively championing a relationship-first approach to growth. A strong alignment between your community efforts and your organization’s mission will create a more authentic and lasting impact.
Successful organizations don’t treat these frameworks as rigid plans. Instead, they adapt and refine them as their community evolves, often blending elements from multiple models to address new challenges and opportunities. This flexibility ensures that your strategy grows alongside your community.
Throughout this process, measurement is crucial. Keep an eye on key metrics like engagement rates, member growth, retention, and the financial contributions of your community efforts. These insights will help you decide when to shift frameworks or introduce additional strategies.
Community-led growth stands apart from traditional marketing because it’s built with your community, not just for them. This approach demands patience, authenticity, and a long-term commitment to creating value that extends beyond immediate business goals.
The framework you choose today isn’t set in stone. It’s a starting point - a foundation that will grow and adapt as your community matures and your understanding deepens. Focus on what works for your current stage while keeping an eye on your long-term vision for community development.
FAQs
How can I choose the right community-led growth framework for my organization's goals and stage of growth?
To choose the right community-led growth framework, start by pinpointing where your organization stands and what you aim to achieve. Are you trying to boost user engagement, strengthen loyalty, or grow community interactions? For newer businesses, the priority might be forming solid relationships with early users. On the other hand, more established companies may focus on refining and expanding their existing communities.
Keep an eye on metrics that match your goals - things like community health stats or data showing the framework's impact on your business. Don’t forget to listen to your community. Their feedback can reveal whether the framework meets their expectations and supports your broader strategy. This thoughtful approach ensures you select a framework that fuels growth and builds lasting success.
What challenges do organizations face when using the Agile Community Flywheel, and how can they address them?
Organizations often face a few common hurdles when trying to implement the Agile Community Flywheel: resistance to change, lack of alignment among team members, and trouble keeping the momentum going. Resistance typically stems from discomfort with new methods or fear of uncertainty. Misalignment, on the other hand, can fragment efforts, making it harder to achieve meaningful results. And over time, the initial excitement can fade, making it challenging to keep the energy and engagement alive.
To tackle these challenges, prioritize open communication and collaboration. Make sure everyone clearly understands the purpose and benefits of the flywheel, and hold regular check-ins to keep goals aligned. Celebrating small wins early on can also go a long way in keeping enthusiasm high and encouraging sustained participation in community-driven efforts. With these strategies, organizations can navigate obstacles and fully harness the power of the Agile Community Flywheel.
What are the best ways to measure the success of a community-led growth strategy, and which metrics should I focus on?
To measure how well a community-led growth strategy is working, it's important to track metrics that highlight engagement, retention, and growth. Start with engagement rates, like daily active users (DAU) and monthly active users (MAU). These numbers reveal how often people are interacting with your community. Next, look at retention rates, which help you understand how successfully you're keeping members involved over time.
Another key area to watch is member satisfaction. Tools like Net Promoter Score (NPS) can give you insights into loyalty and how members feel about your community. Together, these metrics paint a clear picture of your community’s overall health and its role in driving your business forward.
