Growth Hacking Trello Template

If you read my last post, Growth Hacking = People + Process, then you know I’m a huge fan of Brian Balfour’s process for creating, running, and analyzing marketing experiments.

There are a few documents that are central to Brian’s system:

  • Backlog
  • Pipeline
  • Experiment doc
  • Playbooks

To make it easy for you to get started with The Balfour Method (I just made that up), I created a public Trello board template and accompanying Google docs which you can copy and use with your team.

Grab the templates:


They should be fairly self-explanatory if you’ve seen Brian’s talk, but keep reading for an in-depth explanation of how I use this system.

How to use it

The Brainstorm list serves as a pinboard for your team’s ideas and links to case studies and articles that you can reference during your brainstorm meetings.

The Backlog list has a single card which links to a Google Spreadsheet with all of the experiments that you actually want to run.

Wait. Why not just make a card for every experiment and put the details (status, category, resources) on the back? As your backlog grows to 20+ experiments, it’s really nice to be able to sort by resources required or filter by category.


The Pipeline list contains experiments that you’ve pulled out of your Backlog spreadsheet and are going to run soon. You can move cards up and down to indicate priority. The cards are color-coded with labels to indicate which category they fall under (AARRR).

I also like to add a size code to the title of the card: (S), (M), or (L) to indicate relative effort. It makes it easier to see how much work is on the table and prioritize.

Cards are moved into the Design list when you’re ready to start working on it. At this point, you’ll start crafting an Experiment doc that describes your hypothesis, metrics, and all the nitty gritty implementation details. I prefer to link the card to a Google doc (which you can clone), but you could also put your experiment information right on the back of the card.


The remaining lists are simply for visualizing the remaining phases. Simply drag your cards into the appropriate list according to where you are in the process. New members of your team should be able to dig through the History and Playbooks lists to quickly get up to speed on past experiments and best practices.


  1. Jeff

    You forgot an important piece: Analyze. Which comes after implementation.

  2. Wilhelm Rahn

    Great article

    I’ve been doing this to certain extent using spreadsheets, but Trello feels definitely more intuitive and easier to keep up to date

    The “relative effort” tags is something I hadn’t considered, will give it a go right now!

  3. Zoran Vitez

    Awesomeness. Thanks Rob!

  4. Charles Brewer

    Simple and powerful–really great stuff! Thank you for sharing. Can’t wait to try this out.

  5. Great work, Rob! Really useful :) Thanks

  6. Great article, Rob. But I see some problems with your process. At Backlog list you have a list of tasks which was estimated by coder, designer, marketer. There are minimum information at spreadsheet to estimate these tasks. Only task names. As result estimation will be very poor and resources can be wasted incorrectly in the future. To resolve this issue I see that Expirement doc must be filled partly at Backlog step.

  7. This is awesome, thank you Rob! :D

  8. Hi Rob,

    Great Article, Thanks for trello template.

    Growth Hacker @canumeet

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