Growth Machines: Combining Product-Led Growth and Sales

Vincent Jong
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Learn how to combine Product-Led Growth and Sales to grow a B2B business. We'll discuss case studies and talk with thought leaders in the PLG and growth community. www.growthmachines.com

  1. How To Adjust Self-Serve When Moving Upmarket | Saravana Kumar, Kovai.co

    JUL 23

    How To Adjust Self-Serve When Moving Upmarket | Saravana Kumar, Kovai.co

    On this episode of the Growth Machines podcast I sit down with Saravana Kumar, the founder of Kovai.co, to explore the journey of Document360, one of the products under the Kovai.co umbrella. We’ll discuss the strategies behind Document360's growth, the challenges of a crowded market, and the shift from PLG to assisted selling. Saravana shares his unique perspective on the importance of understanding customer needs and the role of self-serve signups in reducing churn and improving retention. Learn how they target the right customers and why they chose to remove pricing from their website to focus on value-basedselling. This episode is packed with actionable insights for anyone looking to navigate the complexities of scaling a SaaS business.   [00:00] Introduction: Meet Saravana Kumar and learn aboutDocument360 [05:15] The Journey: From a single product to amulti-product company [10:30] Sales Strategy: Why assisted selling works forDocument360 [15:45] Market Challenges: Competing in a crowded space [20:00] Customer Qualification: Targeting the rightcustomers [25:30] Pricing Strategy: The decision to remove pricingfrom the website [30:00] Future Outlook: Growing upmarket and beyond

    21 min
  2. Combining Human- and Product-Led Onboarding | Ramli John, Delightpath

    JUL 17

    Combining Human- and Product-Led Onboarding | Ramli John, Delightpath

    This episode I have the pleasure of talking with Ramli John,founder of Delight Path and author of "Product-led Onboarding." We discuss why companies today need to focus on a hybrid approach, combining product-led and human interaction for effective onboarding. It’s what led him to write his new book, "Eureka," and evolve his focus on scalable onboarding for high-growth B2B companies.  He emphasizes onboarding starts before product sign-up, involving cross-functional collaboration between sales, marketing, and product teams. And it’s important to define clear next steps and checklists to guide users and reduce feelings of being lost. To explain the importance of this, Ramli links the concepts to real-life examples like one of CrossFit gym's onboarding process and others. Tune it to hear all about it. 02:00 - Beyond Product-Led Onboarding 08:00 - The Hybrid Approach 14:00 - Misconceptions in Onboarding 20:00 - Psychology in Onboarding 26:00 - Non-Software Onboarding Example 32:00 - Onboarding Mistakes to Avoid

    19 min
  3. Using ABM to Create Handraisers | Constantinos Yenis, Holded

    JUL 10

    Using ABM to Create Handraisers | Constantinos Yenis, Holded

    In this episode of the Growth Machines podcast I speak with Constantinos (Costas) Yenis, VP of Sales and Customer Success at Holded. Costas shares his unique career trajectory from a full-stack web developer to a sales leader in a growing SaaS company. He discusses the importance of understanding customer pain points, the implementation of a product-led sales strategy, and the challenges of engaging non-hand raisers. Costas also highlights the significance of leveraging data for marketing strategies and improving lead qualification processes.   Chapters: 00:00 Introduction to Costas Yenis and Holded 03:03 Costas's Unique Sales Journey 05:51 Product-Led Growth and Sales Strategy 12:01 Engaging Hand Raisers and ConversionStrategies 17:52 Leveraging Data for Marketing andSales Optimization

    22 min
  4. Streamlining Lead Assignment Without Losing Revenue | Sara Archer, Chartmogul

    JUL 2

    Streamlining Lead Assignment Without Losing Revenue | Sara Archer, Chartmogul

    Key Quote: "What’s good for the business is good for you. And if I’m wrong, I’ll do right by you." Summary: In this episode of Growth Machines, I sit down with Sara Archer from ChartMogul to unpack how she overhauled their lead qualification process to reduce sales workload without sacrificing revenue.  With a hybrid go-to-market model and 800+ monthly trial signups, Sara faced the tough call of removing 80% of inbound leads from sales. She shares how she did it—what changed in the signup flow, how reps reacted, and what actually happened to conversion rates.  Chapters: 00:00 Introduction to Chart Mogul and Sales Challenges 03:00 Revising Lead Assignment Strategy 06:05 Implementation and Team Communication 08:43 Evaluating Conversion Rates and Success Metrics 11:48 Long-term Sales Strategy and Rep Tenure 14:50 Monitoring Effectiveness and Continuous Improvement Links: 🔗 Connect with Sara on LinkedIn 🌐 Try ChartMogul

    18 min
  5. Driving Growth and Go-To-Market Efficiency with PLG | Jesse Ervin, Nylas

    09/12/2024

    Driving Growth and Go-To-Market Efficiency with PLG | Jesse Ervin, Nylas

    In this episode of the Growth Machines Podcast, host Vincent Jong speaks with Jesse Ervin, CRO at Nylas, about the company's journey from a sales-led approach to a hybrid product-led sales model over the past two years. Jesse introduces Nylas and describes how the migration from traditional sales to a product-led growth strategy has impacted the company's sales, customer acquisition, and internal processes. They discuss challenges faced, surprising insights, customer behavior monito...

    22 min
  6. Adding Sales to a Scaling Product-Led Business | Kristen Habacht, Typeform

    08/29/2024

    Adding Sales to a Scaling Product-Led Business | Kristen Habacht, Typeform

    In this episode of the Growth Machines podcast, host Vincent Jong speaks with Kristen Habacht, Chief Revenue Officer at Typeform, about integrating sales into a product-led growth framework as a company scales. Kristen discusses the evolution of Typeform from a PLG pioneer to incorporating sales without creating artificial barriers for customers. She highlights the importance of customer success, segmentation strategies, and the role of tech partnerships. The conversation also delve...

    20 min
  7. Learnings From a 2-Year Journey Towards Product-Led Growth | Sindre Haaland, SalesScreen

    08/15/2024

    Learnings From a 2-Year Journey Towards Product-Led Growth | Sindre Haaland, SalesScreen

    In this episode of the Growth Machines podcast, host Vincent Jong speaks with Sindre Haaland, CEO of SalesScreen, about the company’s nearly two-year journey to launch a Product-Led Growth offering. Sindre discusses SalesScreen history, their sales gamification platform, and the challenges and strategies involved in shifting from a sales-led to a product-led approach. Key topics include the importance of internal alignment, the role of different team members in driving the project, ...

    19 min
  8. Leveraging Trials When Selling Complex Products | Laura Erdem, Dreamdata

    08/01/2024

    Leveraging Trials When Selling Complex Products | Laura Erdem, Dreamdata

    In this episode of the Growth Machines podcast, host Vincent Jong talks with Laura Erdem from Dreamdata about their unique approach to combining product-led growth and traditional sales in their go-to-market strategy. Laura delves into her role and the evolution of Dreamdata's sales strategy, from a sales-led model to incorporating a free trial product-led component. They discuss the trials and triumphs of this transition, the importance of understanding customer needs, and how personali...

    21 min
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Learn how to combine Product-Led Growth and Sales to grow a B2B business. We'll discuss case studies and talk with thought leaders in the PLG and growth community. www.growthmachines.com

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