S 01 Ep 21 | Understanding Growth as a Function within Organizations Guillaume Cabane has spent two decades doing B2B growth at companies like Drift and Segment , and now runs Hyper Growth Partners , an advisory firm that takes equity stakes in exchange for access to a curated network of senior growth operators . The episode starts with a history of growth as a discipline , tracing it from Facebook ' s massive AB testing infrastructure in the mid - 2000s through the demand gen era of B2B , and arriving at the current moment where product - led growth has brought things nearly full circle . Growth teams exist because they operate like angel investors , running many experiments and accepting a high failure rate in exchange for the occasional outsized winner . Marketing teams , by contrast , are rewarded for not failing , which quietly selects for mediocrity . The organizational tension this creates is real , and Guillaume is candid about why standalone growth teams tend to have a limited lifespan inside larger companies regardless of how well they perform .