Sophie Laurent

Sophie Laurent, Head of Growth at Canopy Fintech, discusses how to embed growth thinking across an organization and why it's a mistake to silo growth in one team.

**On growth as a function:** "Growth isn't a team. It's a discipline that belongs to everyone. The moment you create a dedicated Growth team, you've given everyone else permission to stop thinking about growth."

**How she structures it:** "We have a growth team, but their job isn't to do all the growth work. Their job is to teach the organization how to think about growth. They're coaches more than they're executors."

**On cross-functional collaboration:** "Product growth happens when product cares about growth. Customer success growth happens when CS sees their role as expansion, not retention. Sales growth happens when sales is focused on land and expand, not just land."

**The discipline of experimentation:** "We run a lot of experiments. Most of them fail. But the learning from failures is what compounds. The key is making sure every team is running experiments in their domain."

**On measurement and clarity:** "Growth without clarity is just activity. We spend a lot of time defining: What are we growing? How do we measure it? What's the leading indicator that tells us we're on track?"

**For organizations building growth culture:** "Start by making growth everyone's job. That means aligning incentives, creating transparency about what's working and what's not, and celebrating growth wins across teams."

**What's changed:** "Five years ago, growth was a nice-to-have. Now it's a must-have. And companies that win are the ones that distribute growth thinking across their entire organization."