Why PLG Starts at First Click – Dave Boyce on AI Onboarding, Freemium GTM, and the Future of SaaS

Dave Boyce (Executive Chairman at Winning by Design, board member at Forrester) joins GTM Vault to break down why most SaaS onboarding fails — and how AI is redefining the Product-Led GTM playbook.

In this episode, we unpack:

• Why “time to first impact” is your most critical growth lever

• How AI agents can drive onboarding, retention, and renewal

• The difference between a PLG motion vs. a PLG company

• What to measure before revenue shows up

• When layering sales kills product-led growth

Dave built and sold companies to Oracle and Amazon, created the first MBA course on PLG, and now coaches the world’s top GTM teams.

If you’re building in SaaS, this is a must-listen.

🔗 Explore the full GTM course, tools, and operator playbooks at gtmvault.wiki