The devtools sales playbook
One of the reasons we started Correlated was based on our experience building and selling products to developers. PLG is a natural GTM motion for devtools because developers often like to self-onboard and tinker before making a decision on adopting a product and ultimately buying it. As a result the best approach for selling software to developers is quite a bit different than with other categories. In this guide we walk through some of our lessons learned in an effort to help founders and salespeople at devtools companies more effectively go-to-market.
The Product Led Revenue Podcast
Building the customer lifecycle engine at Slack | Jake Meltzer, Senior Director, Growth/Lifecycle at Ironclad
Jake Meltzer has worked at some of the most iconic PLG SaaS companies including Slack, Zendesk, Pagerduty, Navan and most recently Ironclad. In this episode, we talk with Jake about how he helped to build the PLG lifecycle scoring motion at Slack and what went into that. We also touch on learnings from some of his other roles running lifecycle marketing.
What will product-led GTM look like in 2023 and beyond | Pulkit Agrawal, CEO/Co-Founder at Chameleon
In this episode of PLR chats, Pulkit dives into some of the hot topics driving product-led GTM trends in 2023 including the increasing importance of upsell and retention for their customers. We also dove into how they’ve integrated with Chili Piper to allow for meetings to be booked within modals when users perform certain behaviors in product and Chameleon's journey from raising VC to bootstrapping and recently raising a Series A.
Transitioning from Sales Led to Product Led: Chris Reuter, Prefect's Head of Growth
This is a summary of the PLR call with Chris Reuter, Head of Growth at Prefect. We talk about how he helped transition Prefect from sales-led to product-led. Prefect is a workflow automation platform for data and they've traditionally had a sales led motion. Chris helped create a Product Advocate team and in this call he talks through he set up and enables the team.
How to Implement an Outbound Motion with PLG | Kyle Poyar, Operating Partner at OpenView
Product-led growth (PLG) starts with the end user. And a healthy PLG engine depends on users discovering your product through no- or low-cost channels, including word-of-mouth, organic search, product virality, communities, and marketplaces. But Kyle Poyar of OpenView points out that as PLG companies grow past $10M annual recurring revenue (ARR), your larger accounts start to drive a disproportionate amount of revenue and incremental growth, and these accounts will typically begin their journey with a product interaction before they ever talk to sales.
Product Led Growth Collaboration: Sales, Marketing, CS, Growth | Japna Sethi, ProductBoard
A go-to-market strategy (GTM) is a plan that details how an organization can engage with customers to persuade them to buy its product or service and gain a competitive advantage. According to Japna Sethi, leader of the Product-Led Growth team at Productboard, ideally, marketing, sales, and customer success teams should share the same goals.
How Hootsuite Drove Acquisition and Conversions with PLG | Partho Ghosh, Product and Growth at Hootsuite
A growing number of SaaS companies are shifting from sales to product-led growth models. According to the Product-Led Growth Benchmarks 2022 report, 58% of B2B technology companies have a PLG motion in place. But product-led growth, while contributing to efficient growth, can be challenging. If you are moving from a sales model to product-led growth, you not only need to change the mindset of the teams but also adapt the teams to the new model.
How to Effectively Roll Out a Product Led Growth (PLG) Model | Franciska Dethlefsen, Head of PLG at Amplitude
Product-led growth (PLG) relies on the product itself to drive customer acquisition, conversion, and expansion. But when is the right time to roll out a PLG model internally? Hear from Franciska Dethlefsen, Head of Product-Led Growth at Amplitude about qualification methodologies for teams to test and advice on the right time to try self-serve.
How to Use PLG Data to Drive Growth | Trevor Greyson, GTM Technology & Ops at Miro
Believe it or not, over 96% of product led companies have sales teams. But making sure they have the insights they need to do their job is harder than it seems. In this episode of Product Led Revenue, we have Trevor Greyson, who runs GTM Business Technology & Ops at Miro, on the show. Trevor shares how the Miro sales team functions and how data helps automate processes and avoid wasted time. He also explains why it’s important for each department to learn to collaborate with other teams within an organization, and some tips for making it happen.
3 Ways to Get Executive Buy-In for Product Led Growth | Tyler Lessard, VP of Marketing at Vidyard
Over 250,000+ companies use Vidyard, so how did they get so many people using their product? Their secret is product led growth, but it wasn't always that way.
How to Run a Product Led Marketing Strategy w/ Tara Pawlak, Head of Marketing at GetAccept
Product led growth changes the way companies market and sell their product. We often hear how sellers need to adjust, but in this episode, we dig in with Tara Pawlak, Head of Marketing at GetAccept to learn how marketing needs to shift as well.
PLG Companies Need to Cannibalize Themselves with Pricing | Mark Roberge, Stage 2 Capital
Product led growth has been around for a while, but it's popularity has skyrocketed over the last year. What are some key mistakes PLG companies make? In this episode of the Product Led Revenue podcast, Mark Roberge, Managing Director at Stage 2 Capital, talks about the four phases of North Star evolution for PLG companies, why you must bring product and go-to-market together, and how to architect your pricing structure.
How to Implement an Outbound Motion with PLG | Kyle Poyar, Operating Partner at OpenView
As PLG companies grow past $10M annual recurring revenue (ARR), larger accounts start to drive a disproportionate amount of revenue and incremental growth, and these accounts will typically begin their journey with a product interaction before they ever talk to sales. So, it's no wonder that PLG companies contemplate introducing an outbound motion.
How to Switch to Product-Led Growth | James Underhill, Sr. Director, Sales Operations & Strategy at MongoDB
Today's SaaS companies are combining product-led growth with sales-led tactics to drive more revenue and acquisition than ever before. MongoDB has spent the last 5+ years switching over to PLG. They moved from a booking and commit-based model to a true SaaS approach with ARR as their key metric.
How to Build a Successful Product Led Sales Team | Aron Vuijsje, Director of Sales at Monday.com
One of the pillars of every company is a sales team - but when a company is product-led, does it need a sales team? According to our guest, Aron Vuijsje of Monday.com, it does.In this episode of Product Led Revenue, Aron shares the lessons and learnings since the early days of joining the team at Monday.com.
Is Your Company Compatible with Product Led Growth? | Steeve Vakeeswaran, Head of Sales and Expansion at Zapier
91% of SaaS companies plan to increase their PLG investment this year. But can all businesses can be product-led? Breezy Beaumont sat down with Steeve Vakeeswaran, the Head of Sales & Expansion at Zapier to talk about Zapier's self-serve pipeline, how it helped remove friction between the customer and the product, and the benefits of aligning product and sales teams.
Acquisition Strategies, Data, and Pricing in Product Led | Rajan Sheth, Hypergrowth & Ex-Growth at Heroku
Many early-stage PLG (product led growth) companies try to launch faster and monetize as soon as possible. But, the path to success lies in taking it slowly and focusing on acquisition through engagement. In this episode, Rajan and Breezy discuss acquisition strategies, data, and pricing in the PLG space.
Pivoting Pricing, Positioning, and Product to Meet Customer Needs | Vikas Bhambri, SVP Sales, CX at Kustomer
Product-led growth is not just about the product itself. Customer experience extends far beyond your product. Vikas Bhambri, Senior Vice President of Sales and Customer Success at Kustomer (acquired by Meta) walks us through their strategy and some of the ways to help your customers get the most out of your platform.
Product Led Growth (PLG) and Sales Go Hand-in-Hand | Ethan Schechter, VP of Sales at Snyk
There's a misconception that companies choose between product-led growth OR sales. But sales and product-led growth are multipliers of each other, says Ethan Schechter, VP of Sales at Snyk. Ethan joined Snyk in their early days and has scaled it to over 1200+ employees.
Sales Leadership Lessons from Datadog, to Drift, to Dooly | Michelle Pietsch, VP Revenue at Dooly
From Datadog, to Drift, to Dooly, Michelle Pietsch has seen the PLG sales playbook over and over again. She says the most important thing sellers can do, especially in a product-led company, is get to know their product. After all, how are you going to present its value if you don't see it yourself first?
The Key to Unlocking Upsell, Cross-Sell, and Expansion Revenue | Moritz Plassnig, CGO at Immuta
Product-led growth (PLG) doesn't mean you should neglect sales and marketing. In this episode of the Product Led Revenue podcast, we welcome Moritz Plassnig, the Chief Growth Officer at Immuta and former Founder & CEO of Codeship, a company acquired by CloudBees in 2018.
How to Use Freemium Products to Gain Paying Customers | David Rostan, Revenue at Stonly; Ex-Calendly
93% of B2B buyers say they’d rather buy directly from a website than a sales representative. But kicking off your product led strategy comes with a range of challenges: How much do you offer for free? How do you determine a pricing strategy? How do you decide when and how to follow up on PQLs?
Twilio: Pioneer of Product-Led to Household Name in Tech | Glenn Weinstein, CCO at Twilio
Twilio is one of the pioneers of the product-led approach and a huge proponent of usage-based pricing. But with thousands of users signing up to access their product, how do Twilio's sales and customer success teams know who they should be reaching out to, and when? Find out in this episode of the Product Led Revenue podcast.
Letting the Prospect Drive the Sales Conversation | Jason Rozenblat, CRO at CallRail
Historically, it's been difficult for sales teams to know how and when to reach out to current users of their product either for conversion or expansion. But, with access to product data, sales teams can be both proactive and reactive at the same time. CallRail's VP of Sales, Jason Rozenblat, discusses how a user-driven trial process connects to better conversions.
Using Product Led Growth to Turn Customers into Evangelists | Josh Wetzel, CRO at OneSignal
Product-led growth has been revolutionizing B2B and SaaS sales for some time now, especially after the pandemic. And it's working, leading to rapid growth for companies like OneSignal, used by 1.4 million companies around the world. But that rapid change leads to what Josh Wetzel, OneSignal's Chief Revenue Officer, calls "intellectual challenges".
Moving from Sales-Led to Product-Led Revenue | Steffen Hedebrandt, CRO at Dreamdata
Earlier this year, Dreamdata transitioned from a traditional sales-led model to a product-led revenue model, an enormous undertaking for any company. Chief Revenue Officer at Dreamdata, Steffen Hedebrandt, talks with Breezy about the transition and what they've learned from the experience.
Surf & Sales | Scott Leese and Richard Harris
Scott Leese and Richard Harris are pros in sales strategy and execution. In this episode of their Surf and Sales podcast, they sat down Correlated's Head of Growth, Breezy Beaumont, to tackle a range of topics, including the role of sales as we move into the self-serve era, how to truly be aligned across teams, and many others.
The Product-Led Revenue Show | Jorge Soto, Reprise
Correlated's CEO and Co-Founder, Tim Geisenheimer, recently spoke on The Product-Led Revenue Show by Reprise, with Jorge L Soto. Here's some more info and a recording of that session.
The SaaS Product Power Breakfast with Dave Kellogg and Thomas Otter
Tim has led sales, partnerships and go-to-market teams throughout his career and has witnessed the transition to product-led growth as a go-to-market motion firsthand." He also plays a mean game of Poker.
Discussing Product Led Growth and the Future of SMS Marketing | Brian Malkerson, CRO at Attentive
During the episode, Brian and Breezy discuss the past, present, and future of SMS marketing. They also dive into how the team at Attentive is using insights from their customer usage data to drive new revenue opportunities and help their customers be more successful.