Product-Led Growth Confessions

Mallory Lee, Vice President, Operations at Nylas dissects the differences between PLG and ABM, how PLG impacts the RevOps function, building a RevOps team in the era of hybrid funnels, and how to incentive sales reps on expansion.

Peter Ikladious, co-founder at Unlocking Growth, talks about the main struggles in trying to layer a PLG approach in a sales-led motion, using PLG to feed sales, incentivizing sales in a consumption-based model, and strategies to get pay-as-you go customers into annual contracts.

Nichole Mace, VP, Product Growth at Pendo chats about organizational best practices for PLG, helping sales overcome uncertainty when introducing a free product, the reality of North Stars, why PLG is a company unifier, and starting PLG initiatives with data-heavy products.

While most start-ups put a significant amount of resources into their sales teams, technologies and strategies, Tom Medema, CEO at Bubbles, is a firm believer in instead allocating resources toward building a product people love so much that they do the selling for you. Tom talks about focusing on the user journey when thinking about monetization, where to focus when you have multiple funnels, removing friction to increase user value, and using direct and indirect loops to build virality.

Fracesca Krihely talks about what a company needs to ask themselves before pursuing product-led growth, setting realistic timeframe expectations for adopting PLG internally, how to use customer insights to build a great sidecar product, and the power behind communities.

Surya has built and scaled PLG at three different companies. He sits down to share what he's learned, recommendations for early stage PLG strategies and even a few confessions of why certain tactics worked in theory but not in practice. Surya has a product background and sheds light on how product-minded, engineering leaders envision and build out their product-led strategies. He also shares insight as to how an effective self-serve model ultimately improves the sales-led motion as well.

Krishan Patel shares how Apollo moved from a sales-led motion to product-led. He discusses why the decision was made to start a PLG motion, how they ensured their free offering did not cannibalize sales revenue, the time and team it took to build their self-serve product, and what it takes to create true retention.

It takes a certain mindset within an organization to build a successful Product-Led Growth motion. Andy Mowat, CEO at Gated, chats with Sam Levan about how he’s built a PLG culture at different companies, how to create the right playbook for your company, what happens if you don’t have a PQL definition, activating PQLs not ready to purchase, and how to integrate multiple funnels. 

A PQL motion can be a hard sell for some sales teams. Sheila Head and Jonah Cooperman reveal why the sales team at Atlassian was so open to PQLs, what it takes to successfully launch a Product-Led Growth motion, lessons learned through the process, and whether it’s better to build or buy your MarTech.

To succeed at Product-led growth you need to create meaningful experiences for your end user. To do so you need to quickly operationalize your product data. Chris Im, Marketing Operations Manager at HelpScout covers what someone in MOPs can expect when joining their first PLG company, how to build better data architecture, why Salesforce should not be your single source of truth, and why marketing needs to earn a seat at the product development table.