ProductLed Podcast

This episode dives into the concept of value engines within product-led businesses. Wes Bush and Laura Kluz emphasize the significance of mapping out every aspect of a business, from the initial customer touchpoint to their journey toward becoming a successful customer. He argues that understanding and optimizing these value engines is crucial for organizations to create and capture value efficiently. The discussion covers the importance of detailed mapping at a granular level, the role of value engines in experimentation and improving business processes, and the differences in value engines between product-led and sales-led companies. Additionally, Wes provides practical advice on how businesses can start building their value engines, stressing the involvement of core leadership teams and the use of collaborative tools for mapping out processes. Highlights: [01:26] Introduction to value engines and their importance [04:54] Detailed breakdown of a value engine using Google Analytics as an example [8:44] Discussion on the engagement and monetization aspects of value engines [15:17] Insights on transitioning from sales-led to product-led approaches [17: 20] The significance of having a core product and multiple value engines for different products [20:12] Real-world application and benefits of mapping out value engines at Product Led [21:21] Final thoughts and advice on getting started with value engines

In this episode of the ProductLed Podcast, Wes Bush and co-host Laura Kluz dive into the world of company scorecards. They cover the essentials of what a healthy scorecard looks like and how to create your own. Wes gives his practical advice for setting up and maintaining a company scorecard and why he believes manual tracking is the way to go. Here’s a template you can use to create your own company scorecard. Highlights [2:15] Explaining what a company scorecard is [2:50] The three core groups of metrics for scorecards [8:42] Discussion on go-to-market metrics [13:41] Challenges in tracking and the manual vs. automated approach [19:22] Pro tips for setting up a company scorecard [24:18] Emphasis on manual tracking for deeper insights [26:52] Final tips on the scorecard approach About the ProductLed System™️ Stop guessing how to execute a product-led strategy. Instead, follow a proven system that dials in your focus to 2x your self-serve revenue in 12 months by focusing on the nine components that make up a product-led business.

In today’s episode, Wes Bush and Laura Kluz share all about identifying the North Star Metric for your product-led businesses. They start by explaining the importance of identifying the right North Star Metric, emphasizing its role as a unifying metric that aligns the entire team's efforts towards common goals. They chat about how an NSM is different in a product-led business and provide examples of good and bad ones. They also share an exercise you can complete with your team to ensure everyone knows how they can contribute to the growth of this metric. Highlights [01:04] Introduction to North Star Metrics and their significance. [3:15] The difference between NSMs in product-led and sales-led metrics. [07:04] Examples of effective and ineffective NSMs. [8:49] The three essential components of a successful NSM. [16:01] Strategies for teams to contribute towards the NSM. [20:03] Recap and action steps for implementing North Star Metrics in businesses. About the ProductLed System™️ Stop guessing how to execute a product-led strategy. Instead, follow a proven system that dials in your focus to 2x your self-serve revenue in 12 months by focusing on the nine components that make up a product-led business. You can learn more here.

In this episode of the ProductLed Podcast, Wes Bush dives into identifying the most significant bottleneck in a product-led business. He emphasizes the importance of monitoring six core metrics: website visitors, sign-ups, account setups, first-value realization, key usage indicators, and upgrades. Wes shares the role of a well-defined tracking plan and the benefits of leveraging first-party data for insightful decision-making. Wes stresses the importance of simplicity in tracking and the impact of data-driven strategies on identifying and addressing business bottlenecks. *Here’s the tracking plan template you can use. * Highlights: 03:22: Defining the six core metrics for tracking05:02: How to begin tracking these metrics07:14: Key usage indicators and their importance08:23: The necessity of a founder's involvement in the tracking plan10:06: Daily and weekly review of key metrics within the team11:59: Wes's final advice on keeping the tracking process simple About the ProductLed System™️ Stop guessing how to execute a product-led strategy. Instead, follow a proven system that dials in your focus to 2x your self-serve revenue in 12 months by focusing on the nine components that make up a product-led business. You can learn more here.

In this episode, Wes Bush and Laura Kluz examine the use of Product Qualified Leads (PQLs) in a product-led business. Wes explains why PQLs are so important, and how they drive user success. He also addresses the common challenges product-led companies face when identifying PQLs. Wes then break down the four essential components of a PQL so you can identify your own, and shares some specific strategies you can employ with your team to get more PQLs. To read more about PQLS, be sure to check out this article. Highlights: [1:45] Wes introduces the concept of PQLs and their importance. [03:40] Why PQLs are important for startups. [10:20] The common challenges of identifying PQLs. [12:05] The four milestones that make up a PQL [17:15] Importance of tracking PQLs from early stages. [19:56] Wes recounts a success story with his first client using PQLs. About the ProductLed System™️ Stop guessing how to execute a product-led strategy. Instead, follow a proven system that dials in your focus to 2x your self-serve revenue in 12 months by focusing on the nine components that make up a product-led business. You can learn more here.

In this episode, Wes Bush and Laura Kluz examine the use of Product Qualified Leads (PQLs) in a product-led business. Wes explains why PQLs are so important, and how they drive user success. He also addresses the common challenges product-led companies face when identifying PQLs. Wes then break down the four essential components of a PQL so you can identify your own, and shares some specific strategies you can employ with your team to get more PQLs. To read more about PQLS, be sure to check out this article. Highlights: [1:45] Wes introduces the concept of PQLs and their importance. [03:40] Why PQLs are important for startups. [10:20] The common challenges of identifying PQLs. [12:05] The four milestones that make up a PQL [17:15] Importance of tracking PQLs from early stages. [19:56] Wes recounts a success story with his first client using PQLs. About the ProductLed System™️ Stop guessing how to execute a product-led strategy. Instead, follow a proven system that dials in your focus to 2x your self-serve revenue in 12 months by focusing on the nine components that make up a product-led business. You can learn more here.

In this episode, Wes Bush shares his process for finding the #1 bottleneck holding your product-led business back from growth. He shares the six key metrics for product-led businesses, covering each stage of the customer lifecycle –from acquisition to monetization. Wes stresses simplifying data tracking to identify business bottlenecks effectively, and avoiding common mistakes like tracking too many metrics and lacking accountability. He shares insights from coaching sessions and real-world examples to illustrate these points, aiming to provide actionable takeaways for listeners. Read the article here. Key Takeaways [5:10] Why it’s important to simplify data [8:05] The most common mistakes product-led companies make with data. [10:05] The only six key metrics you need to monitor. [12:30] A deep dive into each of the six metrics. [19:05] What you can expect once you’ve created your scorecard. [2:00] Next steps to take action. About the ProductLed System™️ Stop guessing how to execute a product-led strategy. Instead, follow a proven system that dials in your focus to 2x your self-serve revenue in 12 months by focusing on the nine components that make up a product-led business.

Cloudinary, a leading image and video API platform, maintains a balanced revenue split: 30% from self-serve and 70% from enterprise sales. However, this wasn’t always the case. Join us as Sanjay Sarathy, the company’s VP of Marketing, discusses how user growth prompted a strategic shift from their original product-led GTM strategy. Learn from their mistakes, like focusing on incompatible geotargeting and partnerships, and discover what elements make Cloudinary’s mix of self-serve and enterprise sales successful. Key Takeaways: [02:45] Evolution of go-to-market motion [05:55] Marketing strategies and channels [10:30] Balanced approach to self-service and enterprise [20:15] Challenges in scaling geo-specific [27:20] Importance of pricing strategy About Sanjay Sarathy: Sanjay has more than two decades of experience leading global marketing programs, his work spanning tech startups and established market leaders in SaaS, Big Data, analytics, and e-commerce. Before becoming the VP of Marketing at Cloudinary, he held senior positions at Imanis Data, Sumo Logic, and Vindicia. Links: Sanjay Sarathy | LinkedIn

User research determines your users’ pain points, motivations, needs, and preferences. The purpose is to learn how to serve current and potential customer segments with the best service or product. In this episode of the ProductLed Podcast, Wes Bush talks with Ryan Glasgow, the CEO and founder of Sprig, a user insights platform. They discuss the importance of building customer-centric products to drive business growth. Ryan shares his experiences in product management and talks about how to gather user insights on both pre and post product-market fit. He highlights the value of talking to customers, asking the right questions, and continuously measuring and understanding user experiences. Highlights 2:00: Ryan shares his background in product management and the importance of solving meaningful problems. 6:05: He discusses the challenges faced when launching a new product and the importance of gathering user insights. 11:10: Ryan shares a specific example of using in-product surveys to gather user feedback and improve the product. 15:30: The importance of understanding user insights for product-led companies to scale. 18:30: Ryan explains the Sean Ellis framework for measuring product-market fit and the importance of segmenting data. 22:05: The different strategies and techniques for understanding users' pre- and post-product-market fit. 26:30: The importance of continuously measuring product-market fit and feature-market fit. 29:30: Ryan provides actionable tips for better understanding users, including talking to customers and increasing touchpoints. 33:15: The importance of asking against-the-grain questions and seeking to invalidate ideas. About The Guest Ryan Glasgow is the CEO and Founder of Sprig, a user insights platform. He is the author of The Customer‑Obsessed Product Manager's Playbook and current host of the People Driven Products Podcasts. Ryan has a strong background in product management. Prior to founding Sprig, he was the Group Product Manager at Weebly, Product Manager at Vurb, and Product Designer at Extrabux. Links LinkedIn Sprig

Cake Equity is an online SaaS platform that helps startup founders and their teams manage equity and ownership. Hansen discusses the initial catalyst for starting the company, the challenges of managing a sales-led approach versus a product-led approach, and the importance of building a strong team. He emphasizes the need for a technical person on the team, the value of product thinking, and the importance of hiring slowly and becoming more efficient. Highlights: 03:10: What the size and composition of the team looks like. 05:00: The challenge of breaking down silos between sales and product teams. 09:40: How they approach communication, cross-functional collaboration, and using technology to automate tasks and improve efficiency. 14:00: Why legal is an important part of the team. 22:15: Hansen breaks down his current team and their roles. 28:30: Lessons learned while putting together a product-led team. 37:40: One piece of advice to help other business owners on their journey to 7-figures. About the Author: Kim Hansen is the CEO and Co-founder of Cake. He has over two decades of experience working with startups. His firsthand experience of the complications surrounding equity grants led to the founding of Cake Equity. Links: LinkedIn Cake Equity

Product Discovery is the most important area for a Product Manager. That’s why we have Pawal Huryn, a successful Product Manager and coach with more than 9 years of experience in the world of Product on the podcast today. In this chat with Wes Bush, Pawal explains what exactly Product Discovery is and shares his insights on discovering the best ideas, identifying assumptions, and validating them through experimentation. Along with his process, he gets into the details of how to best collaborate on Product Discovery and the team you should bring along for the ride. He also talks about the cultural shift needed to successfully implement Product Discovery in a product-led business. Highlights: 5:00: Introduction to the guest and his expertise in product management. 8:00: Definition and importance of product discovery. 14:30: The five risk careers in product management. 19:30: The cultural elements necessary for successful product discovery. 25:00: The process of continuous product discovery. 34:30: Tips for conducting experiments and analyzing results. 40:30: Managing expectations and focusing on goals in product discovery. 45:00: Final tips and recommendations for successful product discovery. About the Guest: Pawal Huryn is an author, product coach, and Product Manager at iDeals. He has more than 9 years of experience in Product, and for five years, he ran a successful startup in Poland. He’s helped thousands of professionals boost their product management skills by sharing knowledge and experience in online courses, a newsletter, and social media posts. Links: LinkedIn The Product Compass newsletter

Selling units as a bundled package might not be the best approach. This episode focuses on CEO James Gill’s strategic decision to unbundle GoSquared’s products and create separate brands for each. This move aimed to simplify onboarding and better cater to different customer profiles, and the results have been significant. Join us to explore the strategic considerations, challenges, and benefits of unbundling products. James also shares practical advice for guiding your company towards growth and sustainability. Key Takeaways: [01:30] Case study with GoSquared [04:35] Challenges of bundling [07:50] Importance of product focus [17:45] Discover of differentiation [23:20] Finding differentiation in a crowded market [29:45] Recommendations for unbundling and overcoming challenges About James Gill: James is the CEO of GoSquared and the mind behind EcoSend, a climate-conscious email marketing platform. With 18 years at GoSquared, he's an experienced leader in SaaS, design, and startups. Links: James Gill | LinkedIn

Discover the secrets to building and scaling a bootstrapped product-led business to seven-figure success. Our guest is Elie Khoury, the founder and CEO of Woopra, a company specializing in customer journey and product analytics. Elie shares the nuances of when a product-led model makes sense (and when it doesn't), emphasizing the importance of swiftly establishing the perception of value. He also sheds light on AI's role in driving product-led growth strategies. Key Takeaways: [01:40] Strategic product-led evolution [07:50] AI Integration for quick value [15:00] AI as the next UI/UX iteration [18:00] Data control and AI [20:20] Reflecting on mistakes and learnings [28:45] Future of AI and product-led businesses About Elie Khoury: Elie is a product-first CEO who believes innovation and user experience are, above all else, the keys to creating great companies. Sales, marketing, recruiting, and every other aspect of a company is meaningless without an exceptional product. He co-founded Woopra, Inc., which Appier acquired in 2022. Links: Elie Khoury | LinkedIn

Today's podcast isn't exclusively about new product launches. Instead, we're taking a step back to address broader questions: What exactly is product-market fit, and how do you know if you've achieved it? Host Wes Bush chats with GTM strategist Maja Voje, breaking down the six key points and steps for uncovering product-market fit. They discuss various topics, from understanding your market, to establishing effective feedback loops, and approaching product pricing. These insights, detailed in Maja’s new book, Go-To Market Strategist, help to streamline the intricacies of achieving market success. Key Takeaways: [00:30] Product-market fit challenges and framework [06:15] Beachhead segment strategy [13:10] Avoiding Moby Dick Syndrome [16:55] Product development challenges [22:50] Flexibility in product approach [25:00] Pricing strategy and value metrics [31:35] Positioning in the market [38:30] Growth strategies and channels About Maja Voje: Maja Voje hosts the Growth Trends series and is the bestselling author of the new book Go-To-Market Strategist. She is a globally recognized growth advisor and practitioner. She has built her career in leading technology companies such as Google and Rocket Internet. Maja teaches in one of the best-selling Udemy online courses, with more than 50k students. Links: Maja Voje | LinkedIn Maja’s Book | Go-To-Market Strategist

Today, host Wes Bush explores the strategy behind how Rezi, a live-streaming solutions platform, used SEO to 2.7x their monthly recurring revenue in just four months. In this episode, we zero in on the critical role of SEO for product-led companies, highlighting its impact on intent-driven user discovery and cost-effectiveness. We are delighted to have Alister Pike, Growth Strategy Lead at Skale, joining us. He was pivotal in implementing Rezi's SEO strategy and will guide us through the playbooks and frameworks that powered the company’s rapid ascent in the market. Key Takeaways: [2:25] Differentiating product-led SEO from traditional SEO [8:00] Four-Month SaaS SEO Strategy Implementation [13:15] Selecting focus areas and prioritization [18:15] Optimize specific use cases within clusters [20:30] Optimize content for different buying stages [26:20] Focus on data-driven strategies for what works About Alistair Pike: Alistair leads growth strategies at Skale, a premier SaaS SEO agency in Cape Town. Leading a team of Growth Strategists, he works on effective strategies for diverse SaaS clients. A skilled manager, Alistair excels in overseeing teams and projects, focusing on SEO and content creation. Notably, he has driven impressive growth for numerous websites, achieving up to a 540% increase in signups in under a year. Links: Alistair Pike | LinkedIn

In today's product-led convo, host Maja Voje talks with two exceptional experts from Amplitude: Tifenn Dano Kwan, the company’s Chief Marketing Officer, and Ashley Brucker Stepien, the VP of Global Marketing. Together, they dive into why implementing an analytical system is essential for effective decision-making in leading a PLG strategy. The discussion explores valuable lessons from their experiences with some of the fastest-growing product-led companies, emphasizing the importance of establishing a legal system, measuring and monitoring pipeline growth and revenue in marketing, and aligning business objectives with a North Star metric. Key Takeaways: [05:25]: Setting up analytics [09:30]: Monitor key metrics and ROI [17:40]: Flexibility in planning [25:30] Identifying key moments for users [27:30] North Star Metric for marketers [32:30] Input-output metrics and correlation to value [38:04] Setting up analytics system About: Tifenn Dano Kwan is the Chief Marketing Officer at Amplitude, known for her expertise in shaping the future of work through digital experiences. With a notable background as CMO at companies like Collibra and Dropbox, Tiffan leads Amplitude's global marketing strategy, focusing on creating exceptional customer-centric experiences. Ashley Bruker, VP of Global Marketing at Amplitude, is a growth expert with a track record leading teams across revenue field channels and product marketing. With experience at high-growth startups like Webflow, Ashley is a pivotal contributor to Amplitude's global marketing strategy, focusing on aligning marketing as a profit center and providing insights on legal systems for product-led growth strategies. Links: Tifenn Dano Kwan | LinkedIn Ashley Bruker | LinkedIn

Join host Wes Bush in an exciting episode as he uncovers the impressive journey of Gal Deitsch, co-founder of Align, a collaborative workspace platform. Gal's story is a testament to going from zero to over 10,000 monthly active recurring users in less than two years despite having no prior product-led experience. They talk about how the startup tackled the challenge confronted by sales teams in dealing with complex enterprise deals. Gal also touches on Align’s initial team, achieving product-market fit and fostering engagement and virality within their user base. Key Takeaways: [00:45] Introducing Gal and Align’s purpose [08:05] Second-year growth tactics and funding [17:55] CEO to CPO shift, user psychology, and sales-oriented product leadership [21:35] Deeply understanding end users is essential for product success [22:40] Shifting to a product-led sales approach [28:30] Prioritizing a product that intuitively conveys its value [31:35] Adopting a hybrid approach: product-led sales About Gal Deitsch: Gal Deitsch is the co-founder and CPO of Aligned. He is dedicated to revolutionizing the world of sales and collaboration, with a passion for reshaping how deals are managed, and customers are onboarded. Gal has created a cutting-edge customer collaboration platform that empowers reps to craft winning journeys and succeed in the buyer-led era. Links: Gal Deitsch | LinkedIn

Structuring your go-to-market (GTM) team is about creating a culture of teamwork. Our guest Anna Talerico, the CEO of Corporate Finance Institute, stresses the need to break down silos between departments and foster an environment where everyone focuses on providing an outstanding customer experience. We're excited to have her back on the podcast to share her valuable insights on organizing your GTM team, offering best practices, and helping you avoid common pitfalls. Listen to "How Sales Works in a Product-Led Organization" with Anna Talerico on the ProductLed Podcast (2021). Key Takeaways: [00:55] Evolution of Anna's views on PLG [05:05] The importance of a team-oriented culture [16:50] Case Study: Acquiring a product-led company [18:35] Building the Go-to-Market Team [22:00] Avoiding playbooks [29:40] Customer-centric messaging About Anna Talerico: Anna Talerico, CEO of Corporate Finance Institute, is dedicated to helping employees discover career growth opportunities within their organizations through focused learning. As an accomplished operator and former COO of Linux Academy, she excels in building high-performing teams with a strong emphasis on go-to-market strategies, people development, and nurturing a positive company culture. Links: Anna Talerico | LinkedIn

Many software businesses initially prioritize sales over marketing, often leading to a need for more emphasis on demand generation. In this episode, Shiv Narayanan, CEO of How To SaaS and author of Post-Acquisition Marketing, discusses his experience and expertise building a self-serve demand gen engine, diving into strategies for companies looking to scale from $1 million to $10 million in revenue. Along with host Wes Bush, they explore different stages of marketing maturity, how to target the right segments based on the average customer value, and insights on the allocation of marketing budgets, among many other essential considerations. Key Takeaways: [00:10] Podcast introduction and self-serve demand gen [00:45] Guest Shiv and his experience in demand gen [01:00] Shiv's marketing journey and transition to the software world [02:00] Lack of marketing maturity in software companies [02:45] Shiv's role in improving marketing for private equity portfolio companies [03:25] Mention of Shiv's book [04:00] Discussion on marketing for low ACV companies [06:35] Importance of strong marketing to improve sales success [07:20] Strategies to grow a $100k ARR company to $1 million [14:00] Prioritizing hot, warm, and cold leads in marketing efforts [15:50] Improving free trial conversion rates and targeting the right-fit leads [17:55] Expanding channels and programs for customer acquisition [19:50] Targeting different customer segments and verticals [20:45] Exploring product adjacencies and upselling [21:30] Phases of growth from 1 million to 10 million [24:00] Transition from being a doer to a leader in marketing [26:40] Ideal weekly routines for a CMO [28:00] The importance of a strong marketing foundation [29:00] Calculating the right marketing budget for revenue targets [30:15] Connecting with Shiv About Shiv Narayanan: Shiv Narayanan is the CEO of How To SaaS, a marketing strategy consulting firm that partners with private equity investors and CEOs. As a seasoned advisor and consultant, he has generated hundreds of millions of dollars in enterprise value for B2B clients through his marketing and demand generation expertise. Shiv also wrote Post-Acquisition Marketing, a book that provides a blueprint for companies acquired by others to achieve rapid growth within their initial 100 days following the purchase. Links: Shiv Narayanan | LinkedIn "Post-Acquisition Marketing" book | How To SaaS

Product-market fit is the compass that steers startups toward success, minimizing risk, fueling sustainable growth, and aligning offerings with customer needs. In this week's installment of the Growth Trends series hosted by Maja Voje, we focus on finding the “holy grail” of SaaS – your product-market fit. Our guest, Sara Stojanovski, brings rich expertise in leading engineering and design teams, having successfully launched over 30 digital products and ventures. Throughout this episode, Sara shares her insights on crucial aspects of finding PMF such as conducting customer interviews, effectively prioritizing assumptions, and leveraging frameworks like the Product-Market Fit cycle. Key Takeaways: [00:10] Introduction of Sara Stojanovski [00:55] Sarah's transition to growth-stage product management [03:30] A challenging product-market fit journey in the heavy machinery industry [04:50] Startup journey common barriers and misconceptions [06:00] Prioritizing and mapping assumptions [07:00] Customer interviews in validating assumptions [08:30] The value of problem interviews and solution interviews [11:55] Strategies to overcome startup challenges [12:35] The process of assumption mapping and experimentation [16:25] Customer interviews [18:10] How to ask the right questions in customer interviews [19:10] The value of face-to-face customer interviews [20:40] Connecting with customers in person [21:15] Framework for Product Market Fit cycle [23:10] Testing and measuring customer's resonance [23:50] Product-market fit is an ongoing, iterative process [25:05] Example applying cycle framework principles [26:45] User story mapping and usability testing play vital roles [27:40] Data analysis informs product decisions [29:05] Rapid product experiments for validation [31:25] Outcome-based work shifts focus from outputs [34:30] Objectives and key results (OKR) approach [38:10] Suggests resources for further reading About Sara Stojanovski: Sara is a Senior Product Manager at Glofox, specializing in customer research, product discovery, and product management. She has extensive experience helping startups achieve product-market fit and is known for her practical workshops and frameworks. With a team leadership and communication background, Sara has a proven track record of driving growth and commercialization in various industries, including healthcare and insurance. Links: Sara Stojanovski | LinkedIn

In the fiercely competitive landscape of product-led businesses, we often become entangled in the complexities of features and endless comparisons. Can you relate? However, to outshine your competitors, you must master the art of a winning sales pitch. Our guest expert is April Dunford, a positioning expert and bestselling author of "Obviously Awesome" and "Sales Pitch." Emphasizing the significance of a compelling narrative and distinct differentiation, April underscores these points with a sales pitch example from Help Scout, a customer service software company. She imparts eight crucial steps for crafting an effective sales pitch, which she discusses in more depth as the episode unfolds. Key Takeaways: [00:10] Introduction of episode and guest April Dunford [01:50] April’s insights on the need for a killer sales pitch [04:10] The role of context in a sales pitch [05:50] Signs your sales pitch needs improvement [07:00] Characteristics of a winning sales pitch [13:45] Example: Help Scout’s Sales Pitch [14:45] Importance of a strong point of view [16:05] April’s eight-step process for building a sales pitch [16:35] Step 1: Solid Positioning [18:30] Step 2: Emotional Starting Point [19:20] Step 3: Insight and API Value [20:10] Step 4: Pros and Cons of Alternatives [21:00] Step 5: Paint the Perfect World (ideal solution and alignment) [22:55] Step 6: Align the Audience (with the ideal solution) [27:55] Step 7: Option to Address Objections [28:40] Step 8: Make the Ask (for the next step in the sales process) [29:10] Mistakes to avoid in a sales pitch [32:00] Importance of sales involvement in the positioning process [34:50] April’s podcast and book About April Dunford: April Dunford is a positioning expert for growing tech companies and the best-selling author of "Obviously Awesome" and “Sales Pitch.” She shares insights on startups, marketing, positioning, and B2B marketing. Based in Toronto, Canada, April is the founder of Ambient Strategy and has a track record of working with over 200 companies, from startups to Fortune 500 firms, helping them develop positioning strategies that set them apart in the market. Links: April Dunford | LinkedIn April Dunford | website + books Positioning with April Dunford

We're exploring the world of product management alongside Dan Olsen, the author of "Lean Product Playbook." This book contains insights, strategies, and wisdom to turbocharge your product development journey. But here's the twist – this book is not meant for a single cover-to-cover reading. Instead, it's your go-to reference manual. Slap on some post-it notes on the pages that resonate most with you, and revisit them as needed. Guiding today's episode is your host, Wes Bush. Together, they discuss everything from customer-centric approaches to perfecting your value proposition. Dan emphasizes the importance of tackling customer problems before jumping into solutions and offers invaluable insights on measuring product-market fit. Key Takeaways: [00:10] Intro of Dan Olsen, author of Lean Product Playbook [01:00] Using the book as a reference manual [02:20] Practicality and real-world application of the book's concepts [08:15] Distinction between Dan's process and others, tailored to company size [10:15] Importance of starting with a clear target customer and exploring customer problems [15:25] Importance versus satisfaction framework for evaluating customer needs [20:45] Identifying opportunities [23:40] Prioritize problem exploration before solutions [25:05] Emphasize solving real customer problems [28:30] Learn through the experiential application of lean principles [31:25] Caution against over-scoping during minimum viable product (MVP) design [32:10] Value iterative testing with prototypes [35:00] Use tools like Figma and InVision for feedback [40:35] The retention curve concept: How users return over time [42:40] Flattening retention curve signals product-market fit About Dan Olsen: Dan Olsen is an entrepreneur and consultant specializing in Lean product development. He collaborates with CEOs and product leaders at Olsen Solutions to foster exceptional products and product teams, often taking on the interim VP of Product role. With a track record spanning diverse businesses, from startups to industry giants like Facebook and Microsoft, Dan brings extensive experience. Links: Dan Olsen | LinkedIn The Lean Product Playbook

Today's episode hones the best practices for go-to-market strategies tailored to technology companies targeting developers and tech experts. Our guest, Ben Williams, a former executive turned PLG strategic advisor, is here to share valuable insights. Earlier this year, he played a pivotal role steering a cybersecurity company to an astonishing $7.4 billion valuation. Host Maja guides a knowledge-packed discussion, exploring the critical pitfalls and blind spots in PLG strategies with Ben and draws from his experiences at Snyk to examine the choice between niche focus versus multiple Ideal Customer Profiles. They also explore customer discovery methods, how to prioritize experiments, and validate MVP and MVB (Minimum Viable Business Model). Key Takeaways: [00:10] Introduction of Ben Williams [05:05] Strategies for effective developer marketing [05:55] Building community and providing value to developers [08:05] Tactics for helping developers learn and grow [11:40] Effective approaches to developer marketing [12:10] Addressing privacy concerns and building trust [13:45] Transparency and data tracking for developers [15:30] Finding the right-sized market slice [17:20] Transitioning from self-serve to enterprise sales [18:50] Using product engagement states to identify potential customers [19:50] Leveraging engagement states for tailored outreach [22:30] Shifting from PQL to PQA for customer actions [25:00] Prioritizing experiments using ICE scoring [26:25] Focus on experiment execution and learning [27:50] Questioning experiment frequency for new teams [28:40] Faster experimentation with a shift to strategy [29:20] Documenting learnings and breaking silos [31:15] Discussing failures in reviews [32:45] 20% baseline for experiment success [33:55] Embracing failure and experimentation speed [38:55] Customer discovery mechanisms [39:30] Highlighting underutilized pricing experiments [41:35] Pricing impact and fear [42:37] Airtable and Notion for growth processes [46:00] Balancing work and personal life About Ben Williams: Ben Williams, a PLG advisor and former VP of Product at Synk, played a pivotal role in propelling a cybersecurity company focused on cloud computing to an impressive valuation of 7.4 billion in 2023. Now, Ben is dedicated to his mission of empowering product-led companies to make informed decisions and achieve better results. Links: Ben Williams | LinkedIn PLGeek

Tatiana Morozova, the Head of Growth Strategy & Operations at ClickUp, joins host Mario Araujo to shed light on the untold stories behind product-led growth (PLG) implementation and the enduring value of persistence in achieving success. In conversation, they emphasize making iteration and failure an integral part of the product-led implementation journey. Tatiana draws from her experiences at MongoDB and ServiceNow, highlighting key learnings about experimentation at scale, the significance of testing before rebranding, and layering PLG on an enterprise service. Key Takeaways: [2:15] Tatiana's background and accidental entry into growth [4:05] MongoDB and launching an experimentation program [5:15] Challenges of autonomy and silos in experimentation [8:15] Using qualitative feedback tools for validation [9:05] Importance of defining secondary metrics for experiments [9:25] Activation and adjacent user experiences [12:10] Friction and confusion in the rearranged product placement [12:55] Recommendation of having secondary metrics for validation [13:25] Exploring adjacent user experiences and educational paths [15:25] Doubling of conversion window to paid customers for the same cohort [16:10] Balancing learning and pivoting [16:25] Decision-making in teams [16:50] Factors influencing pivoting decisions [17:15] Cultural impact on decision-making [19:05] Lessons from the failed brand awareness campaign [22:15] Building PLG in an enterprise context [23:55] The role of sales in PLG [25:10] Creating a feedback loop with sales [25:35] Recommendations for companies exploring PLG [31:00] Final remarks About Tatiana Morozova: Tatiana Morozova is an accomplished leader in Growth Marketing and Strategy, presently holding the position of Head of Growth Strategy & Operations at ClickUp. With a wealth of experience, including roles at ServiceNow and MongoDB, she has excelled in the realm of product-led growth (PLG). Tatiana's career journey reflects her expertise in scaling businesses and driving marketing strategies that make an impact. Links: Tatiana Morozova | LinkedIn

Today’s episode dives into understanding your customers' unmet needs and mastering the art of building products the right way. Our guest is Tony Ulwick, innovation leader and the bestselling author of "Jobs to Be Done: Theory to Practice." Tony offers a simplified approach to the innovation process, and together with host Wes Bush, they discuss Outcome-Driven Innovation as a framework for market success. The focus here is on discovering what customers aim to achieve (their "jobs to be done") rather than rushing into product features or solutions. Explore the roles of different customer segments, a systematic approach to customer discovery, valuable segmentation for product development and marketing, and more. Key Takeaways: [1:00] Tony Ulwick’s IBM experience and ongoing innovation challenges [2:10] His desire to predict product success before development [3:15] Understanding customer needs [9:00] Defining customer groups [10:40] Targeting underserved segments [13:10] Finding segments of opportunity [15:00] Step-by-step process for understanding customer needs [16:00] Mapping out desired outcomes [20:45] Discussion of platform-level solutions [21:40] Mapping out desired outcomes [24:00] The collaborative approach [25:00] Categorizing desired outcomes [28:00] Finding segments of opportunity [30:00] Segmentation based on unmet needs [30:40] Focus on the job to be done [31:00] Example in dentistry where patient segments are identified based on their unmet needs. [32:10] Identifying unmet needs to inform product strategy [33:00] Shifting the value proposition based on identified unmet needs. [34:15] Innovations and unmet needs [38:30] Free book “Jobs to be Done” theory About Tony Ulwick: Tony Ulwick is the CEO of Strategyn, an innovation consultancy. He's known for pioneering Jobs-to-be-Done Theory and inventing Outcome-Driven Innovation® (ODI) with an 86% success rate. Tony works with Fortune 500 companies to make innovation more predictable and oversees the JTBD + ODI publication. Links: Tony Ulwick | LinkedIn JOBS TO BE DONE book

Step into the world of product-led growth (PLG) with Wes Bush, the author of the popular book "Product-Led Growth: How to Build a Product That Sells Itself." In this episode, Wes talks about common misunderstandings about the product-led model and shares insights about its promising future. Dr. Else van der Berg, the founder of Sonderhouse, is also part of the conversation as a guest host. Together with Wes, they have a fascinating discussion, exploring the important idea of focusing on providing value before making money. They also talk about using product free trials, the need for organizations to change their thinking, and the complex task of making sure users find value in what's offered. Key Takeaways: [1:00] How Wes Bush got into the product-led field [4:10] Four components of business [4:55} Comparing sales-led and product-led companies [6:00] Organizational and cultural shift to move to PLG [9:00] Balancing broad AI tools and targeting specific user profiles [11:50] Utilizing BJ Fogg’s behavior model for identifying ideal users [14:15] Potential for PLF targeting enterprise clients [17:15] Importance of value creation before value capture [17:50] Changing landscape of freemium [18:40] Future of PLG [22:00] Differentiation play, freemium in niche markets, and expanding target audiences [24:45] Mindset shift required for PLG success [27:00] Wes shares his biggest mistake in growth [30:30] Challenge of designing a core value proposition [35:15] Role and leadership skills for driving PLG initiatives [38:00] User success becomes the company’s success About Wes Bush: Wes Bush is an author and expert in PLG and founder of the all-in-one educational platform ProductLed. With a passion for helping companies shift their focus from sales-led to product-led strategies, he believes that delivering value to users before monetization is key to success. Links: Wes Bush | LinkedIn Dr. Else van der Berg | LinkedIn Free Product-Led Growth Book

The pressures of leadership can be tiring and steer you toward a version of yourself you don’t recognize. In today’s episode, we’re joined by Jason Silver, Growth expert and author of the upcoming book "Quietly Crushing It," who shares his insights on how to achieve success without burning out. Jason highlights the importance of aligning your actions with your intentions and making room in your workday to prioritize tasks that bring you joy. He shares practical tips and introduces his “Crushing It” approach to enhance communication and productivity at work. This three-step framework involves creating space, aligning experiences, and progressing faster. Key Takeaways: [1:10] Jason Silver introduction [2:30] Importance of leadership and managing in a quieter, more fulfilling way [5:30] Technical skills in the product-led space [9:00] Jason's interest in business and building teams [12:00] The concept of "quietly crushing it" and finding joy in the hard things [16:00] Work-life balance and the future of leadership [20:00] Three-step “Quietly Crushing It” framework [24:00] Clear communication and the impact of miscommunications in the workplace [30:00] How to implement a brief back to avoid miscommunications [34:00] Jason’s “Quietly Crushing It” book About Jason Silver: Jason likes to help people embrace life's challenges. He worked at Airbnb during the early days and helped build an AI company before AI became the cool thing to do. Currently, he advises leaders on how to build great, lasting companies with fulfilling workplaces. Every Tuesday Jason shares a new article, always readable in under two minutes, that includes a tangible tactic you can use to help you do or feel better at work each week. Subscribe for free here. Links: Jason Silver | LinkedIn “Quietly Crushing It” by Jason Silver

Enhancing customer value and boosting revenue can be achieved by integrating a sales assist motion into your PLG strategy. However, as we discover in today's episode of the False Starts series, this process requires navigating trial and error and overcoming challenges. Carrie McMahon, the Head of Scaled Business at Coda, talks about how her team navigated three iterations to find the right approach to adding sales to their successful self-serve motion. They started with a heavy focus on human interaction, then shifted to a success-led motion, and finally reoriented the team towards high-potential enterprise customers. Throughout the episode, Carrie elaborates on challenges her team faced like overwhelming users with sales interactions. Among many nuggets of advice, she emphasizes the importance of pinpointing success milestones, strategically segmenting your customer base, and maintaining a continuous cycle of validation and automation. Key Takeaways: [1:15] Carrie’s background and work experience [3:30] Mission and ideal customer profile at Coda [6:20] Coda’s first attempt to layer sales on top of Coda’s PLG approach [7:15] Challenges of overwhelming the Sales Team with customer interactions and misaligned customer needs [8:10] Recognizing the mismatch between customer expectations and the sales-led motion [8:52] Ineffective segmentation of customers [9:36] Pivoting towards a success-led motion [11:10] Discussion about the user experience during the initial attempt [12:50] Listening to customer feedback to understand challenges and missed opportunities [16:00] Transitioning from the first iteration to the second [16:15] Shifting the team’s focus from sales to success [19:50] Segmenting and finding the right users to engage with [21:30] Examples of customer success stories and expansions [25:10] Creating transparency and celebrating quick wins [26:15] Focusing on potential growth for enterprise sales [28:15] Third iteration: reorienting towards high-potential customers [29:15] Product market fit discussion [29:45] Playbook recommendations for layering sales on self-serve [30:35] Evolution of product-led stack of tools [36:30] Team structure and objectives About Carrie McMahon: Carrie is a collaborative leader and innovator with proven success at building and enabling teams and developing programs at scale to drive revenue growth and ensure operational efficiency. Prior to her role at Coda, she spent nearly 6 years working at Zendesk. Links: Carrie McMahon | LinkedIn Carrie McMahon | Coda

In this episode, ProductLed CEO & Founder Wes Bush speaks with Laura Kluz, ProductLed’s Director of Content discuss the newly created Product-Led Assessment. The Assessment is designed to help businesses understand where to focus their efforts to build a successful product-led business. It measures nine core areas of a business, including strategy, ideal users, free model, onboarding, experience, pricing, data, growth process, and team. The assessment provides a holistic view of the business and helps identify the highest leverage opportunities for growth. Learn why every business should take the Assessment to learn what the core issue is so that they can focus their time and resources on the right problems. Key takeaways: [0:22]: What the ProductLed Assessment is [4:30]: Importance of understanding the root cause of business issues [7:00]: Breakdown of the nine components measured in the Assessment [12:30]: Relevance of the Assessment for pre-revenue businesses [17:00]: Plans for creating in-depth guides for each component About Wes Bush Wes Bush is an exceptional entrepreneur, renowned bestselling author, and the unparalleled authority on product-led growth. With an unwavering dedication to his craft, Wes has transformed the lives of over 500,000 individuals worldwide, captivating them through his groundbreaking books, captivating podcast, and influential thought leadership on the subject of product-led growth. Links Wes Bush on LinkedIn

Melissa Perri, the author of the book "The Build Trap" joins Wes Bush to talk about the concept of the build trap, which is when organizations become stuck measuring their success by outputs rather than outcomes. They chat about the importance of focusing on products' value rather than just shipping features. Melissa also shares the signs that indicate a company is in the build trap, such as not knowing the expected outcomes of their products and lacking a product strategy. Melissa provides insights on escaping the build trap, including the need for a good organizational design, a strong product strategy, and effective product operations. She emphasizes the importance of a cultural shift and the need to practice new behaviors to build a product-led culture. Key Takeaways: [3:00]: Discussion on the concept of the build trap and its scariness and signs that indicate a company is in the build trap. [10:00]: How to address the build trap and escape it. [18:30]: Importance of a cultural shift and practicing new behaviors. [22:00]: What a simplified version of a strategy for early-stage companies looks like. [30:00]: Introduction to the concept of Product Ops and its importance for product-led companies [39:00]: Why transparency matters in product-led companies. [42:00]: Benefits of developing good habits early on in a company's growth. Links: Melissa Perri’s LinkedIn Melissa Perri’s Twitter productinstitute.com melissaperri.com produxlabs.com

In this episode, Wes chats with Teresa Torres about her book, "Continuous Discovery Habits." Teresa is an expert in product discovery and has crafted a practical guide on continuously uncovering customer needs, pain points, and opportunities to build successful products. Wes and Teresa explore the key concepts of continuous discovery and the importance of forming product trios for effective collaboration. The podcast covers essential habits and strategies to kickstart a successful continuous discovery process, ensuring teams remain focused on achieving desired product outcomes. Key Takeaways: [2:06] Wes and Teresa speak about the core habits for success. [5:06] Teresa discusses the idea of the product trio, comprised of a product manager, designer, and software engineer, emphasizing the benefits of cross-functional collaboration and decision-making. [8:02] Teresa highlights the importance of context and organization structure in kickstarting continuous discovery habits, depending on roles and team dynamics. [17:09] They speak about user research and the main questions you need to ask in your customer interviews. [28:26] How they approach product launches. [31:54] Why using story drawings to provide structure is important to her process. About Teresa Teresa Torres is an internationally acclaimed author, speaker, and coach. She teaches a structured and sustainable approach to continuous discovery that helps product teams infuse their daily product decisions with customer input. She’s coached hundreds of teams at companies of all sizes, from early-stage start-ups to global enterprises, in a variety of industries. She has taught over 12,000 product people discovery skills through the Product Talk Academy and is the author of Continuous Discovery Habits. Links: LinkedIn

In the competitive world of SaaS, businesses struggle to attract new customers. However, there's a winning strategy that can help you outshine your competitors: shift your focus to your existing customers. In this episode, Liz Pearce, GoDaddy's VP of Marketing, takes us behind the scenes to reveal how the powerhouse company attributes its success to relentless evaluation of customer value. Liz delves into GoDaddy's comprehensive strategy for elevating customer value across their range of offerings, spanning domains, websites, and productivity tools. Emphasizing the importance of understanding the customer journey and delivering personalized recommendations, she unveils GoDaddy's culture of experimentation and data-driven practices. By harnessing customer activity metrics, they fuel significant growth. Key Takeaways: [1:10] Liz Pearce background and experience in startups [3:55] Variety of products and services offered by GoDaddy [5:30] Meeting customers at different stages of their entrepreneurial journey [8:15] Understanding and analyzing customer behavior [10:35] Segmentation and personalized recommendations based on customer needs [12:30] Mapping out the typical user journey and analyzing different entry points [14:15] Scoring customer value in the first 30 days [16:45] Progressive onboarding and providing suggestions based on customer actions [19:00] Product example and its positive impact on customer engagement [20:20] Importance of testing and experimentation. [21:40] Guiding people and giving suggestions to increase customer value [22:10] Importance of pricing and customer success in increasing customer value [23:35] Helping customers overcome activation hurdles [25:00] Culture of experimentation at GoDaddy and how it drives growth [26:20] The impact of small changes and experiments on customer experience [27:30] Measuring and optimizing the product funnel to drive growth [39:00] Celebrating experiments and learnings within the company [31:20] Suggestions for small companies to start with customer conversations and feedback About Liz Pearce: Liz Pearce is a seasoned professional in the startup world, driven by a passion for entrepreneurship. With a background in marketing, she has successfully navigated various roles within startups, including project management software and B2B-focused augmented reality ventures. Currently, Liz serves as the VP of Marketing at GoDaddy. Links: Liz Pearce | LinkedIn ProductLed Podcast

Welcome back to our PLG False Starts Series. In this episode, host Mario Araujo interviews Leah Tharin, a fearless product leader who candidly discusses her "spectacular failures" at Smallpdf, a platform with over 50 million active users. Leah shares two specific failures that emphasize the importance of testing assumptions and considering all variables in product development. She reflects on her confident yet ill-fated decision to launch an untested idea, despite investing significant time and effort. Additionally, she reveals the intricacies of a partnership with Miro, an industry rising star, which went astray due to oversight and misalignment. Throughout this insightful conversation, Leah generously imparts her experiences, insights, and invaluable lessons learned from these failures. Tune in for a candid exploration of the highs and lows of product development. Key Takeaways: [0:10] Introduction to the podcast and guest Leah Tharin [2:03] Leah’s past experiences and failures [3:21] Failure 1: An experiment on improving technology for document conversion at Smallpdf [4:40] Clarifying the experiment's goal and the assumption of improved technology leading to success [6:24] Lesson learned about not being overconfident and the importance of testing [8:34] Failure 2: Discussing the team's excitement and the collaboration discussions, but ultimately receiving a rejection from Miro [12:57] The mistake of not understanding Miro's priorities and feeling personally responsible for the failure [14:32] Emotional impact of the failure and the importance of being specific and vulnerable in sharing failures [15:19] Discussing Smallpdf culture and how leadership and the ecosystem reacted to failures [15:51] The importance of trust and how their team stood behind them [16:27] The fear of admitting failure and the importance of overcoming it [17:08] Acknowledging imperfection is crucial [18:28] The impact of embracing failure [19:18] The hierarchical perspective while growing [20:26] Understanding customer needs and market dynamics are crucial [23:48] Shift from passion to factual analysis in managing ideas [25:05] Ask questions to investigate the context behind ideas [28:00] Impact of empathetic and nurturing leadership [33:31] Pressure and challenges faced by growth leaders About Leah Tharin: Leah Tharin is a tech veteran with over 20 years of experience, having founded four startups, including two with notable setbacks. As the Head of Product at Jua, Leah drives end-to-end Machine Learning in Weather solutions. Notably, Leah led the scaling of Smallpdf's core product, amassing 50 million monthly active users in just three years. Specializing in B2B product-led growth, Leah offers straightforward, actionable insights to fellow industry professionals. Links: Leah Tharin | LinkedIn Leah’s AI-Tea blog

Wes Bush designed the ProductLed Method™️ with the primary objective of assisting SaaS founders in rapidly scaling their self-serve revenue. In today’s episode, Wes provides an insightful high-level overview of this method, offering a fantastic introduction to its principles, significance, and practical implementation strategies for your own product-led growth (PLG) business. Unlock the secrets of the ProductLed Method™️ as we dive into its three phases and nine dynamic components to discover why this method is the ultimate game-changer for scaling. For a deeper dive into this PLG methodology, head over to the ProductLed blog and explore How to scale your SaaS business faster with the ProductLed Method™️. Key Takeaways: [0:10] Introduction to the ProductLed Method™️ principles [1:22] Brief intro of Wes Bush, his knowledge, and PLG accolades [2:00] Well funded and bootstrapped SaaS founders benefit from the ProductLed Method™️ [3:01] Rise of PLG in the SaaS industry and growing interest in the ProductLed Method™️ [3:48] Development of the ProductLed Method™️and the identification of the 9 main patterns [6:06] Importance of vision, user, and model in the ProductLed Method™️ [7:10] Three components of the growth engine: offer, experience, and pricing [10:34] Summary of the growth engine components and their significance [11:56] Introducing phase three of the ProductLed Method™️, focusing on exponential growth and scaling the approach [15:20] Wes Bush’s new book on scaling a product-led business will be released at end of 2023 About Wes Bush: Founder of ProductLed, Wes Bush is an entrepreneur, bestselling author, and the #1 expert on product-led growth. He has empowered more than 500,000 people through his books, podcast, and thought leadership on product-led growth. Links: Wes Bush | LinkedIn The ProductLed Method ProductLed | LinkedIn

Open source software is freely available to use, modify, and distribute. By learning how to integrate it with your product-led growth (PLG) strategy, you’ll unlock innovation and success for your business. In this episode, we are joined by Nikhil Nandagopal, a co-founder of Appsmith, who imparts his insights and experiences in building team tools with open source. Nikhil delves into the hurdles associated with growing a PLG business, open source technology, and the delicate task of balancing the requirements of both the vocal minority and the silent majority. Key Takeaways: [2:00] How security and data are core parts of open source software [3:30] The importance of having a core product or market insight to base your PLG strategy on [5:45] Advice on integrating open source into your PLG strategy [7:30] Benefits of open source [8:15] How to make open source easy for developers to try out and use your product [10:00] Leveraging your community to drive growth and how to measure success in open source [12:30] The future of open source and PLG [15:00] How open source will continue to play a role in PLG and how it will evolve in the future About Nikhil Nandagopal: Nikhil Nandagopal is a co-founder of Appsmith, the first open-source low-code platform for developers. He is a software engineer and entrepreneur with 10 years of experience building apps. Links: Nikhil Nandagopal’s LinkedIn https://www.appsmith.com/

In this episode of the #howigothere series, Maja Voje and TK Kader discuss the different GTM strategies, with an emphasis on growing your business organically. They discuss the importance of understanding the math behind generating revenue, messaging, and personas, and the concept of an early majority. You’ll learn how to create a content strategy that resonates with your target persona, and why building relationships is an essential part of the process. You’ll also hear about the SaaS flywheel of acquisition, activation, retention, conversion, and re-engagement, as well as the law of averages. Key Takeaways: [02:30]: The importance of understanding your target audience and creating a buyer persona [05:15] How to create a content strategy that resonates with your audience [09:00] The role of social media in growing your audience organically [12:45] The importance of building relationships with your audience and creating a community [16:20] How to measure the success of your go-to-market strategy and make adjustments as needed About TK Kader TK Kader was a Founder of ToutApp and SVP of Strategy of Marketo where he worked on go-to-market strategies. He now runs Unstoppable, where he works with SaaS Founders on their GTM. TK also wrote an Amazon best-selling book Unstoppable- Performance Blueprint for Unstoppable CEOs & Founders. Links: TK Kader’s LinkedIn https://www.tkkader.com TK Kader’s YouTube

Transitioning to Product-Led Growth involves continuous iteration and learning. While successful case studies and impactful experiments are often highlighted, it's essential to acknowledge the behind-the-scenes reality. Behind each success story, there are often multiple failed attempts. In our "PLG False Starts" series, we uncover the untold stories and failures behind Product-Led Growth implementations, offering valuable insights. Today, we have Kyle from OpenView joining us to share his learnings. Kyle is an accomplished professional dedicated to helping OpenView's portfolio companies achieve exceptional growth and establish themselves as market leaders. Key Takeaways [0:57] The two most common pitfalls when attempting to incorporate your PLP concept. [5:28] Kyle provides an explanation of the role of the operating partner at OpenView. [7:50] What are Kyle's observations on the shortcomings of PLG and their reasons? [11:05] Why is it detrimental for representatives to label every free user, and what approaches can companies take instead? [18:25] The recommended Playbook by Kyle for companies in their early stages. [22:39] How sales can be utilized to discover and expand into other teams within an organization, boosting business growth. [34:19] Does Kyle believe in implementing custom tiers to facilitate strategic and more meaningful conversations with sales? About Kyle Poyar Kyle Poyar's dedication to helping companies achieve product-led growth, optimize pricing and packaging, and develop effective go-to-market strategies has solidified his position as a trusted advisor and industry influencer. His contributions to the tech ecosystem have helped numerous companies unlock their true potential and establish themselves as leaders in their respective markets. Profile OpenView Kyle Poyar’s LinkedIn Kyle’s Newsletter

Get ready for an exciting twist today as we dive into a reverse interview featuring Mariam and Wes. This episode is a real treat as Wes takes on the role of the guest, chatting with Mariam, the CEO of Softr. Here's the big question: what ties all of these “no code” tools and AI together? Throughout this episode, we'll unlock the connections between these categories, uncovering the common threads and patterns that bring them together. By understanding their similarities, you'll gain valuable insights on how to adapt to these trends and seize the many opportunities they present. Key Takeaways [3:52] ProductLed represents the future of purchasing, shaping how people will make their transactions. [7:01] The engagement factor brings about significant transformations within companies, altering their culture in the process. [8:22] Key questions to consider before implementing product-led growth as a strategic approach. [14:54] It's crucial to align your business model with the success of your users. [18:41] How can you effectively segment your users and empower them to achieve success? [26:12] Your success is intertwined with the success of your users. [27:35] The transition from traditional to modern tools within the organization. [31:25] What’s ProductLed going to look like for the next ten years? About Wes Bush Wes Bush is an exceptional entrepreneur, renowned bestselling author, and the unparalleled authority on product-led growth. With an unwavering dedication to his craft, Wes has transformed the lives of over 500,000 individuals worldwide, captivating them through his groundbreaking books, captivating podcast, and influential thought leadership on the subject of product-led growth. Profile ProductLed Wes Bush on LinkedIn

As the AI sphere continues to gain momentum, many companies are quick to join the bandwagon for convenience, often neglecting the quality of their branding in the process. Although AI software is a great tool that can help, we should not tolerate “creative procrastination” in terms of content marketing. Instead, we must strive for creative solutions that enhance our company's performance. In this episode, Maja and Alex take a deep dive into the realm of realistic expectations when building organic channels. They explore how you can seamlessly incorporate ProductLed content into your brand and product, fostering organic growth and engagement. Key Takeaways [2:33] Getting your entrepreneurial engine revved up [5:37] Managing realistic expectations for organic channels [9:41] Enhancing content strategy and research tools optimization [14:52] Prioritizing quality over quick results [19:47] Uncovering the crucial "who" behind content, instead of relying solely on AI tools and accepting creative procrastination [27:43] Fueling your content's success with ambition and passion for SEO [31:25] Identifying key indicators of organic trends [43:55] Combining manual reviews and AI tools for improved speed and accuracy About Alex Birkett Alex Birkett is a prominent figure in the field of content marketing and search engine optimization (SEO). As the co-founder of Omniscient Digital, a highly regarded content marketing and SEO agency, Alex has helped numerous businesses establish a strong online presence and achieve remarkable growth. Profile Omniscient Digital Alex's website

In this exciting episode, we are thrilled to introduce to you a groundbreaking initiative that we have been developing. Get ready to dive into our brand-new Founder Community, a dynamic platform designed to connect ambitious and experienced founders within the industry. Whether you're just starting out or have already achieved great success, this community is tailor-made to provide you with invaluable connections and insights. Join us as Laura, Director of Content at ProductLed, and our host, Wes, take the stage to share all the exciting details and opportunities this community holds. Get ready to embark on a transformative journey fueled by the expertise and experiences of fellow founders in this thriving ecosystem. Key Takeaways [1:24] Why did we choose to establish a dedicated community specifically for ProductLed founders? [2:34] Observing the imbalance between valuable information and noise within the PLG Slack Community [3:00] Establishing a unique space exclusively for founders to share and connect with each other [4:42] Emphasizing the significant impact on building a ProductLed business by focusing on founders [9:48] Grasping the fundamental objective behind the Founder Community [14:47] Collaboratively shaping and cultivating the community [17:14] The three qualifications that make you eligible to join the Founder Community About Laura Kluz Laura Kluz is a highly accomplished professional serving as the Director of Content at ProductLed, a leading company specializing in product-led growth strategies. With a passion for empowering businesses through effective content strategies, Laura has made a significant impact in the field of product-led growth. Links ProductLed Growth Slack Community ProducLed Growth on LinkedIn ProductLed Website

Today we are pleased to invite Heidi Gibson for the PLG False Start series with Mario Araujo. Heidi shares some untold stories about the successes and failures of PLG implementations, and we dive deep into phenomenal failures and learnings from Heidi and her team. Besides that, Heidi explores how they tackled the challenge of dealing with a broken revenue channel, how they successfully rebounded from a 25% drop in revenue, and how they transitioned from a free trial to a freemium model after three years in the making. Don't miss this insightful and valuable episode! Key Takeaways [3:33] Growth entails enabling more customers to derive greater value from their chosen products. [5:00] Heidi's success story and her journey through both successes and failures across her career. [8:49] Discovering the right customers and achieving goals were accomplished by Heidi and her team. [12:49] As a product manager, you lead your team, regardless of whether your team members report to you or not. [15:51] When customers are pleased with your product, it results in higher conversion rates. [20:00] Acknowledging your errors and taking responsibility for them is a powerful way to build trust. [29:39] In the long run, Freemium business models will outperform Free Trial models. [32:18] It takes approximately six months to determine whether your conversion rates will eventually reach break-even point. [38:06] Heidi shares her top three takeaways/lessons learned. About Heidi Gibson Heidi Gibson is a multifaceted leader passionate about entrepreneurship, small business advocacy, and building high-performing teams. As an experienced product and growth team leader, she is dedicated to creating products that customers love to use and fostering a positive work environment where team members thrive. Heidi's commitment to sharing her knowledge and experience is evident in her involvement with Reforge, Product School, and the Product Talk podcast from Products That Count. She is passionate about educating students and followers on the valuable lessons she has learned throughout her career. Profile Heidi Gibson’s LinkedIn BILL The Product Talk Podcast Reforge

Looking to learn how to effectively lead and operationalize product-led growth (PLG)? If so, you're in the right place! In this episode, Ari Schapiro from Okta/Auth0 will guide you through the process of doubling down on a self-serve product and leveraging it to achieve massive growth through PLG. By following his insights, you'll learn how to build a team with the right strategies and support to propel your product forward, and gain valuable insights into his company's experiences and the tactics they've used to operationalize their team and break down their process. Key Takeaways [1:29] How do you lead and operationalize Product Growth in one of the fastest growing companies? [2:03] How Okta brought their way to becoming product led [14:29] The beginning of how they establish self-served in their company [17:25] How to build a healthy pipeline for sales? [24:23] Difference between "activation" and "engaged" [28:14] How do they define activation as a team? [33:03] What are the steps that they had to consider to get to their leverage point [40:35] What structure did they change throughout the years? [43:33] Explaining the core values of their business About Ari Schapiro Schapiro is responsible for leading Okta's mergers and acquisitions, partnerships, and strategic planning initiatives. He has been instrumental in driving Okta's growth and expansion into new markets through strategic acquisitions, such as the acquisitions of Auth0 and Azuqua. Profile Ari Schapiro in LinkedIn Okta Auth0

In this episode of our “deep dive series,” we are thrilled to be joined by Greg Leach, a seasoned tech growth leader who has a proven track record of developing and implementing business growth models and strategies that can scale. Greg shares his insights on launching a Product-Led pricing page, the associated challenges that come with it, and how to optimize its features for maximum impact. If you want to check out his article on the same topic, you can view it here → https://productled.com/blog/how-to-build-a-saas-pricing-page Key Takeaways [2:02] Crafting a Winning Product-Led Pricing Page [4:32] Overcoming Challenges when Launching a New Product [7:00] Gain Market Insight to Drive Success [8:44] Conduct User Validation with Product Feature Surveys [10:06] Make Pricing a Top Priority [11:19] Designing Your Pricing Page for Maximum Impact [12:54] Launching and Fine-Tuning Your Pricing Page for Optimal Results [20:06] Validating Your Pricing Page through Signup and Conversion Rates [26:03] Set Up KPIs and Data Measurement Tools Before Launching [28:43] Expert Tips and Best Practices for Optimizing Your Pricing Page About Greg Leach: Greg is an exceptional leader, innovator, and perpetual learner who continuously embraces new experiences. With his analytical mindset and data-driven approach, he fearlessly takes on challenges and constantly seeks honest feedback to drive his growth. Greg's unwavering passion for innovation and willingness to experiment with new ideas sets him apart as an inspirational leader. Profile Greg’s LinkedIn Link ProductLed Book

Katya Rozhko from Amplitude is joining us for the next episode of our PLG False Starts Series with Mario Araujo. This series shares the stories behind PLG implementations and failures. In this interview, we explore key lessons learned while building the PLG powerhouse Amplitude, including the pitfalls of perfectionism and how it can hinder experiment implementation timelines with diminishing returns. Kayta also shares valuable insights on the importance of time and how to find creative solutions to problems and she also discusses optimization strategies and the importance of considering future plans in the PLG arena. Key Takeaways [1:41] Katya’s brief background story [4:35] The convenience of having data readily available without relying on a data scientist is invaluable [8:05] Launching successful product campaigns [10:20] Adapting your workflow is crucial for achieving upgrades [13:27] Flexibility should be prioritized when running campaigns [16:49] Consider the entire customer journey and what comes after [18:50] Embrace experimentation and novelty without fear [22:41] If possible, strive to become proficient in "Do It Yourself" tasks instead of waiting [26:25] Key takeaways for listeners to maintain growth and development, as shared by Katya. About Katya Rozhko Katya Rozhko is a Ukrainian-American with a non-standard background. She studied foreign languages and literature in Ukraine before moving to the US at the age of 19 with just $60 and limited English proficiency. Katya worked as a ballroom dance instructor and competed professionally in Latin American ballroom before co-founding a marketing agency in NYC that focused on user acquisition and growth. She later landed her first growth product role at Kinjo, an ed-tech startup in Austin, TX. Katya went on to become the second lifecycle manager at Rippling and eventually joined Amplitude's growth and monetization team. Currently based in San Francisco, CA, Katya is passionate about growth and development. Profile Katya Rozhko on LinkedIn Kayta Rozhko on Twitter Kayta Rozhko’s Newsletter Links Amplitude Visit marioaraujo.co and productledstack.co.

In today’s episode of the CEO series, our guest is sharing her experience with building a successful product-led company in just 3 years through strategy and innovation. We’re thrilled to invite May Habib, the CEO and founder of Writer, a powerful full-stack AI writing platform that is customized for every kind of client! If you’re currently leading a product-led team, this episode might be just what you need to bring your company to the next level! Join us for a riveting episode on how to craft a strategic plan from scratch, landing on your laser-focus target demographic, and creating a solution for the entire user journey. With their unique propositions and scaling strategy, Writer has succeeded in rising above their tech competitors. So if you’re interested in learning about the winning secrets to a successful PLG company, don’t miss out on this episode! May’s experiences are incredibly enlightening as walks us through how Writer chose free versus paid trials, overcame low activation rates, and increased their net revenue retention (NRR). Key Takeaways [1:40] What Makes Writer.com So Special [3:45] How Writer Addresses The Limitations of Current AI [6:00] Protecting The Data Privacy Of Users [13:50] Scaling To 100 Enterprise Customers In 14 Months [18:10] How To Build A Succesful PLG Strategy [22:45] Building A Broad Footprint For Use Cases [26:30] Why NRR Is One Of The Most Important Metrics [30:10] Optimizing Your Pricing and Packaging Strategy [34:55] How To Determine Free Vs. Paid Functions [36:30] Framing Team Problems In PLG [39:30] Overcoming Low Activation Rates [42:55] When Is The Best Time For Sales Outreach [46:20] May’s Best Advice For Fellow PLG CEOs About May Habib May Habib is co-founder and CEO of Writer, an AI writing assistant for teams. May graduated with high honors from Harvard, is a member of the World Economic Forum, and is a Fellow of the Aspen Global Leadership Network. Profile May on Twitter Writer on Twitter Writer website Writer on LinkedIn

Integrating PLG motions into your company never has a one-size-fits-all solution, but taking notes from previous success stories can be incredibly insightful. In this week’s episode, we’re joined by Jesús Requena, a highly experienced Growth and Marketing professional who previously worked at successful companies such as Unity, Figma, and Falcon. Today, we’re thrilled to hear about his extensive experience in leading teams and companies to grow through best practices and case studies in product-led growth! Tune in as Maja and Jesús discuss how to identify the best-fit PLG motion for your business model, reach your ideal customer, and how to actually nurture a strong and supportive community of users. If you’re passionate about optimizing your acquisition and activation processes, then this episode is perfect for you! Join us for an episode jam-packed with realistic advice, tried-and-tested strategies, and a wealth of experience to learn from our esteemed guest. Key Takeaways [0:40] The Beginning of Jesus’ Story [3:15] Which PLG Motion Is Best For Your Company [7:50] The Secret to Identifying Convertable Customers [11:15] High-Level Case Studies From Jesus [14:55] How To Find Your Target Customer [19:10] The Easiest and Most Effective Way To Collect Data [22:05] The Problem With Traction Channels [25:05] Which Metrics You Should Be Tracking [30:10] How To Achieve High Organic Acquisition [31:43] How To Know If Affiliate Programs Are Right For Your Brand [33:15] Nurturing A Community For Long-Term Support [38:45] The Key To Testing Out Hypotheses [44:25] Shift Your Perspective On Failure About Jesús’ Requena Jesús’ Requena is currently Marketing + Growth at Hex and previously served as the VP of Growth Marketing at Figma. He’s passionate about helping companies grow and focus on user value to attract, activate and convert users to paying customers. Profile Jesús on LinkedIn

False starts in PLG might seem disheartening, but our guest today shares a unique perspective that might change the way you see failure. In today’s episode, Mario is joined by Andrew Capland, founder of Delivering Value. Over at DV, Andrew coaches small to mid-sized SAAS companies on how to scale product-led businesses. With 1:1 coaching for heads of growth, PLG advising for SaaS teams, and insightful digital products, Delivering Value is dedicated to helping early-stage tech companies avoid common mistakes and scale much faster. If you’re a first-time founder or a team leader in the product-led space, then this episode might be just what you need! In this episode, we discuss Andrew’s experiences with failure and how his passion for experimentation paved the way to his success. Based on his past experiences and advice from mentors, Andrew shares his invaluable insights on being an effective leader amid false starts, enabling growth in your teams, and even tips on finding the best work environment for you to thrive in. Key Takeaways [1:20] Andrew’s Career Journey [3:25] How Andrew Delivers Value [6:25] What Most People Struggle With [8:05] Andrew’s Advice On Taking Growth Roles [10:15] How To Stand Out In The Interview Process [12:55] Enablers vs. Diminishers Of Growth: Which One Are You? [15:55] Rewire Your Perspective On Failure [20:20] Micromanaging: Yay or Nay? [24:50] Why Experimentation Can Be Exponentially Helpful [27:55] How Managers Can Better Facilitate Learning And Growth About Andrew Capland Meet our growth expert with over 15 years of experience in B2B SaaS, having served as a 2x Head of Growth. With an impressive journey that includes leading growth efforts at HubSpot, Wistia, Postscript, and several other startups, this individual has developed a reputation for thriving in the gray area between marketing, product management, and business intelligence. About Mario Araujo Mario Araujo is a B2B Growth advisor and interim leader. He was an early employee of OutSystems and left close to its 9.6B valuation, and later joined Softr. You can find out more about his work at marioaraujo.co or visit his side project at productledstack.co. Profile Andrew Capland on LinkedIn Andrew on Twitter Delivering Value Podcast

When your current sales model seems to be working, why bother rocking the boat? But what if we told you that you could implement a product-led motion alongside your current sales motion? In this week’s episode, we’re talking with Tami Reiss, a Product Leader Coach who helped JustWorks roll out their highly successful self-serve model. JustWorks helps companies manage four business essentials on one simple platform: payroll, compliance, benefits, and HR. Join us as Tami talks about how she helped boost JustWorks’ sales through simple PLG steps. With over two decades of experience helping tech companies strengthen and deploy product strategies for growth, Tami shares her wealth of knowledge on achieving PLG goals for both small and big businesses. Key Takeaways [1:55] What Started The Shift For Justworks [4:10] Managing Resistance From Sales Teams [6:15] How to ACTUALLY Start A PLG Shift [10:10] Sales People = Nudging People [11:55] How Self-Service Topped The Leaderboard [14:05] How Justworks’ Self-Service Funnel Works [17:00] Helping Small Businesses Grow [22:50] The Importance Of Digital Efficiency [27:10] How To Motivate Your PLG Team [29:45] Get Product Led Coaching From Tami! About Tami Reiss Tami Reiss is an experienced product executive who works with tech product leaders and teams to realize their potential by focusing on their strengths to advance toward their goals. Profile Tami Reiss on LinkedIn Tami on Medium Other Podcast Appearances: https://productleadercoach.com/podcast-speeches Justworks Website Justworks on LinkedIn Justworks on Twitter

User onboarding is one of the most crucial elements of a product-led growth strategy. In this insightful episode of the ProductLed Podcast, Joshua Waldman and Trevor Hatfield from Inturact, share their process of mapping out the user onboarding journey. They also provide insight into how you can approach team alignment, and the key metrics companies should monitor during the entire process based on their years of experience helping Silicon Valley and Fortune 500 companies increase their revenues by as much as 200%. Watch the video in Youtube GRAB A COPY of Team Scorecard Template here ⇨ https://docs.google.com/spreadsheets/d/1KDv4IIfkj5_wTyYNnANeX5s4qsO-77AFJFfJQA7YNa8/edit#gid=0 Get the Customer Journey Map here ⇨ https://inturact.innertrends.com/customer-journey-metrics/1676494765ad25246167f7df15 Key Takeaways [1:10] The Origin Story Of Inturact [2:30] A Sample User Onboarding Map [3:15] The Three Most Important Metrics [6:25] What Happens When Companies Don’t Have A Plan [9:05] Where Does User Onboarding Even Begin And End [14:50] Understanding The Difference Between User Onboarding Vs. Customer Onboarding [16:40] Inturact’s Secret Ingredient [25:00] Diving Into A Case Study With Inturact [28:30] Final Tips For Aligning Your Teams About Trevor Hatfield ​​Trevor Hatfield is the CEO of Inturact whose focus is to align your web-marketing with your sales objective using the latest methodologies and technological solutions to expand your reach, build your brand, and increase your revenue. Inturact has run successful campaigns for startups up to fortune 500 brands. Trevor’s specialties cover SaaS & Product Marketing, Inbound Marketing, Growth Hacking, Web Design Development, Content Marketing, Graphic Design and Data Analysis – everything you need to turn your web presence from an immovable object to an unstoppable force. About Joshua Waldman Joshua Waldman is currently the Client Account Manager of Inturact. With more than 13 years as an entrepreneur and product leader, his passion for product management and customer empathy has driven him to write a For Dummies book, self-publish, and contribute to publications like Forbes and HuffPost. Guest Resources: Check out Trevor’s socials! Trevor on Twitter Check out Joshua’s socials! Joshua on LinkedIn Learn more about Inturact: Inturact Website

This is the first episode in our PLG False Starts series with Mario Araujo. Pivoting your company towards a product-led motion can be challenging. As upper management, how can you address friction happening within your organizational structure and your external business strategies? As the founder of Sherlock and current Head of Product and Engineering at Copper, Derek shares his wealth of knowledge and experiences. Tune in for this week’s episode with Mario Araujo as Derek shares three powerful learning experiences in creating an organizational culture and structure optimized for PLG. We also dive into the warning signs that your company is in a false start, the potential ways you may be harming the growth of your Sales team, and how to marry the PLG values with the goals of your Sales teams. Show Notes [1:20] Introduction to Derek Skaletsky and Copper [4:18] Looking Back On Copper’s False Start [8:20] Identifying The Warning Signs Of A False Start [9:30] The Anatomy of a Cross-Functional Team [13:25] How Misaligned Sales Incentives Can Hinder Growth Dd [18:05] Pivoting a Sales Commission Model [19:55] Side Effects of the Customer [21:30] Handling An Influx In Customer Leads About Derek Skaletsky Derek is the founder of Sherlock and current Head of Product and Engineering at Copper, the only Google-recommended CRM that helps teams build better relationships to drive lasting revenue. Profile Derek on Twitter Derek on LinkedIn Copper Website