Product-Led Podcast: Recent Episodes
Wes Bush and Ramli John
The Product-Led Podcast is a weekly interview series with both product-led growth leaders and practitioners who have real knowledge to share on what it takes to use their product to grow a business.
A few months ago, Userlist introduced the $9/month starter plan. The plan allows SaaS founders to enjoy Userlist’s full set of features until they are able to hit the first 100 customers milestone. We talked to Userlist co-founder Jane Portman to know the rationale behind the offering. Aside from co-founding Userlist, Jane is also a UI/UX consultant and the host of UI Breakfast Podcast. In this episode, Jane shared how they arrived at the decision to offer $9/month, why they opted not to offer freemium, and why it makes perfect sense.
Show Notes
[01:50] What Userlist is and how it started
[02:13] What their edge is
[04:38 Reason they added the $9/mo starter plan
[07:11] How they intend to move forward
[09:28] Why they decided on $9
[11:59] Why they didn’t limit specific features for the $9 plan
[16:08] The thought process behind their video
[19:05] The core idea for a good UI
[20:46] What they have in the works to help users install the Userlist app
[23:02] One of the reasons they ask for the credit card upfront
[24:36] Any experiments they have planned that they’re excited about
[25:35] Her one advice to founders
[26:40] Where people can find out more about her and Userlist
About Jane Portman
Jane Portman is a UI/UX consultant and she specializes in web application design. She is also the founder of UI Breakfast and the co-founder of Userlist. Userlist is designed as an alternative to bulky enterprise messaging tools. At Userlist, Jane’s primary objective is to provide impeccable UX and help users become exceptional at customer messaging. Since 2014, Jane has also been hosting UI Breakfast Podcast where she talks to industry experts about UI/UX design, marketing, products, and many more.
Links
- Jane Portman’s Post on Indie Hacker
- Userlist Website
- Special 30% offer (first 3 months) for Product-Led listeners
- TinySeed Website
Profile
- UI Breakfast Website
- UI Breakfast Podcast
- UI Breakfast Mailing List
- Jane Portman on Twitter
- Jane Portman's Email Address: jane@uibreakfast.com
While seemingly trivial, the shift from sales-led to product-led is actually a massive one. And today’s guest will give us some insight into what it was like. Giovanni Hobbins is a designer, entrepreneur, and product manager. He co-founded (and sold) Nightly Labs and Campus Bubble. He was formerly built product at FullStory. Currently, he is the head of product at Matcha. In this episode, Giovanni shared their journey from sales-led to product-led including the reason they had to make the transition, how he motivated the team around the shift, and how he facilitated culture change.
Show Notes
[00:50] His background and how he became the head of product at Matcha
[01:57] A quick overview of what Matcha is all about
[04:00] What the transition to product-led has been like
[08:46] What pushed them to make the transition to product-led
[10:54] How he motivated the team around the shift
[12:31] How he convinced the investors and the board to pursue product-led
[13:44] How the shift affected the service component of the business
[15:48] The role support plays in a product-led business
[18:07] How he structures their roadmap and the inputs he looks for
[21:41] Effective way to get everyone on the same page
[25:48] How he facilitated culture change
[26:08] Where people can find him
About Giovanni Hobbins
Giovanni Hobbins is the head of product at Matcha, the content marketing experts for e-commerce and lifestyle brands. Aside from creating a technology platform designed to help marketing teams scale content production and measure results, Matcha also provides a done-for-you content service in the form of data analysis, distribution management, and original content production. Matcha’s mission is to give every brand the power of storytelling so they can can deliver more meaningful customer experiences and achieve sustainable growth.
Links
- FullStory
- Slack
- Zoom
- Amplitude’s North Star Metric
Profile
- Matcha Website
- Matcha Blog
- Giovanni Hobbins Website
- Giovanni Hobbins on Twitter
- Giovanni Hobbins on LinkedIn
- Giovanni Hobbins on Medium
- Giovanni's Email Address: contact@giovanni.io
Over the years, many companies have made the shift from high touch and high friction sales models to product-led growth. Today’s guest made the same transition and shared what his journey from sales-led to product-led has been like. Brennan McEachran is the CEO and co-founder of SoapBox Innovations. He was also 2015’s Ontario Young Entrepreneur of the Year winner. In this episode, Brennan shared what the transition to product-led growth has been like—from the challenges they encountered down to how he changed the team’s mindset, he covered it all.
Show Notes
[00:54] How he started Soapbox
[02:47] How they pivoted into product-led growth
[03:28] What prompted them to pivot into product-led growth
[07:29] How he managed the transition
[11:23] Biggest challenge of the whole transition
[13:32] The experiments he made prior to making the transition and the results he got
[21:35] His advice to those who would like to make the jump
[25:01] What their org chart looks like
[29:15] How support has contributed to growth
[37:09] How he changed the team mindset from selling first to adoption first
About Brennan McEachran
Brennan McEachran is the co-founder and CEO of Soapbox Innovations. Soapbox is the first people platform made to revolutionize management. The amazing tool is designed to help managers coach, collaborate, and communicate with their teams better. Soapbox is trusted by over 100, 000 companies around the globe including HubSpot, GoDaddy, Adobe, Coca-Cola, and Netflix.
Links
- Hubspot
- Chrome Extensions
- Spotify
- Gmail
Profile
- Brennan McEachran on LinkedIn
- Brennan McEachran on Twitter
- Brennan McEachran on Medium
- Soapbox Website
When they redesigned FullStory’s onboarding process, today’s guest scored some definite wins. However, they also made a few mistakes along the way. In this episode, Melanie Crissey shared the six onboarding mistakes they made so you can avoid them! Melanie is FullStory’s product marketing manager. She also serves as product marketing lead for two product programs. In this episode, Melanie shared what onboarding looked like in 2017, how she prevented onboarding from becoming over bloated, and the 6 onboarding mistakes she made and how she addressed them.
Show Notes
[01:57] What FullStory is and what it’s all about
[03:14] Her role and responsibilities at FullStory
[04:27] What FullStory is focusing on right now
[06:51] How having a conversation can help improve the user experience
[08:42] How product-led growth can help traditional sales teams grow the company
[11:57] What onboarding looked like in 2017
[14:21] Her thoughts on activation emails
[16:25] Negative changes she has seen in terms of user onboarding
[17:50] How she was able to prevent onboarding from becoming over bloated
[19:06] How the sales team qualifies the people they’ll call
[20:30] The 6 onboarding mistakes product-led businesses should avoid and how to address them
[25:35] Things she’s excited to experiment with that’s related to user onboarding
[28:20] Her advice for those who are in charge of user onboarding
[29:35] Where people can find her
About Melanie Crissey
Melanie Crissey is a product marketer and customer experience leader. She is also FullStory’s product marketing manager. FullStory is an intelligent platform designed to create groundbreaking digital experiences. FullStory also works by uncovering hidden opportunities to help improve the digital experience. FullStory’s intelligent software can also help pinpoint when, where, and how user struggle affects both retention and revenue.
Links
- FullStory
- FullStory Signup Page
- Every Onboarding Mistake I Made (So You Don’t Have To)
Profile
- Melanie Crissey on LinkedIn
- Melanie Crissey on Twitter
While leading marketing for a marketing-led SaaS company, today’s guest discovered customer-led growth. From there, she used the approach to grow revenue by almost 900 percent! In this episode, Georgiana Laudi talked about product-led growth as well as customer-led growth.
Georgiana is a seasoned strategic and growth advisor and marketing executive. She is also the co-founder of Forget the Funnel. In this episode, Georgiana differentiated sales-led from product-led, defined what product-led growth is for her, and shared her thoughts on pricing and its impact, among many others.
Show Notes
[00:43] What got her to where she is today
[07:08] Why some companies are defined as engineering-led
[10:15] What product-led growth is for her
[14:55] Difference between sales-led and marketing-led
[21:44] Types of companies that fits best for different market strategies
[27:19] The main barriers she sees for those who are trying product-led growth
[36:46] How to figure out the success metric
[42:41] One piece of advice for companies who would like to become more customer-led
[45:55] Her thoughts on pricing and its impact on the company
[47:55] Best place to find her
About Georgiana Laudi
Georgiana Laudi is a marketing executive and strategic and growth advisor. She is also the co-founder of Forget the Funnel, a company that focuses on executive level growth strategy and support for scaling SaaS businesses.
They also help growth and marketing leaders to become more effective through their workshops and trainings. Some of the multi-million dollar SaaS companies they’ve helped include Unbounce, SparkToro, Appcues, MeetEdgar, Saasler, and Calendly.
Links
- Hubspot
- Marketo
- Stripe
- WordStream
- Website Grader
- Unbounce
- Jobs-to-be-Done Theory
Profile
- Forget the Funnel
- Georgiana Laudi on LinkedIn
- Georgiana Laudi on Twitter
To find out how product teams drive growth using data, Mixpanel surveyed close to 500 leading product managers. From the survey, they uncovered the latest trends, focuses, and struggles of product teams across the world. To give us some more insight, we talked to Jeff Beckham, the head of product and content marketing at Mixpanel. In this episode, Jeff shared how their report came together, the key metrics product managers are focusing on these days, and his advice for product teams and managers.
Show Notes
[01:32] What Mixpanel is and what his role is
[02:16] Key metrics product managers are focusing on these days
[04:22] How the report came together
[05:25] Things that have gotten in the way of product innovation
[09:02] Tools that are used to increase KPIs and how Mixpanel stacks up
[10:36] His advice for product teams
[12:00] His advice to product managers in terms of the skills they need to learn
[13:35] How product managers can find the balance
[14:05] Where people can find him and the report once it comes out
About Jeff Beckham
Jeff Beckham is the head of product and content marketing at Mixpanel. Mixpanel is the most powerful self-serve product analytics designed to help businesses understand their users better and to convert, engage, and retain them. Trusted by forward-thinking companies like Microsoft, BMW, Shutterfly, and Microsoft, Mixpanel has provided the support companies need to succeed in their user analytics, from implementation to ongoing support, down to technical consultation, they have it all covered.
Profile
- Mixpanel website
- Report (The State of Product Analytics)
Why is product adoption vital to the success of any SaaS product? For starters, when product adoption increases, churn also plummets. Preventing churn is one of the primary aims of Gainsight PX. Gainsight PX is the brainchild of Michael Alon, a driven consultant and entrepreneur. In this episode, Michael shares what product-led for B2B means, how to build a powerful product-led growth strategy, and what companies are doing to increase product adoption.
Show Notes
[00:59] How he became the founder of Gainsight PX
[03:51] Difference between sales-led, marketing-led, and product-led growth
[07:32] What he thinks is the difference between marketing versus product-led
[10:44] When the best time to talk to users is
[13:07] How he defines product qualified leads (PQLs)
[19:00] What product-led growth for B2B means
[26:10] How one should go about building a successful product-led growth strategy
[32:43] Things companies are doing to increase product adoption
[42:53] Where people can learn more about him and what he’s up to
About Michael Alon
Michael Alon is a serial entrepreneur who’s passionate about designing, building, and launching innovative products designed to drive business outcomes. Michael is the CEO and founder of Aptrinsic. He is also the CTO and founder of Gainsight PX, a leading customer success platform provider that helps businesses secure and surpass the outcomes desired by their customers. Their evidence-based practices as well as their powerful software platform gives clients the insight they need from customer data so they can take the best action at the right time and maximise customer relationships.
Links
- Insightera(Marketo)
- HubSpot
- Slack
Profile
- Michael on Slideshare
- Michael on LinkedIn
- Gainsight
If most conventional CRMs are focused primarily on deal flow, what’s a CRM created for product-led organisations like? That’s one of the questions today’s guest addressed in this episode. Chris Lucas is an entrepreneur, consultant, and startup advisor. He is also the founder of Telemetry and the co-founder of Boardable. In this episode, he shares how he started solving CRM-related concerns for product-led companies, how businesses can deliver the value they promised as quickly as possible, and how one can make the transition to a product-led company happen.
Show Notes
[01:06] How he started solving CRM-related problems
[03:36] How people are solving problems right now using the CRM for product-led companies
[07:20] Why he thinks product-led growth is eating the world in SaaS
[09:25] Why product-led growth has taken over
[10:55] What product-led themes should look like
[13:15] How he makes things actionable for people
[15:42] What product qualified leads (PQLs) are
[17:56] How he determines what the product qualified leads should be
[21:27] What companies should do next after they have identified product qualified leads
[23:23] How teams can hone in on delivering the value they promised as quickly as possible
[26:58] How to make the transition to a product-led organisation happen
[29:19] What’s next for him and Telemetry
[29:57] Where people can learn about him and Telemetry
About Chris Lucas
Chris Lucas is a startup advisor, consultant, and entrepreneur focused on product-led growth. He is also the founder of Telemetry, an insights driven CRM created for product-led companies. Telemetry is also designed to qualify leads and take action so businesses can engage their users in one platform. Chris is passionate about growing teams and scaling businesses and has scaled startups from zero to $10mm ARR (Annual Recurring Revenue).
Links
- Formstack
- HubSpot
- Website Gradar
- WordStream
Profile
- Telemetry
- Product-led Growth University
- Chris on LinkedIn
- Chris on Twitter
For today’s guest, the phrase “jobs to be done” carries with it a lot of meaning. And for people to understand the concept better, he breaks the cycle down in this episode. Alan Klement is a partner at Revealed and author of the book “When Coffee and Kale Compete: Become Great at Making Products People Will Buy.” In this episode, he shares what jobs to be done is all about, how he helps people figure out their jobs to be done, and what they’ve achieved using the process.
Show Notes
[00:52] How he became the author of a book on jobs to be done
[02:43] What jobs to be done is all about
[06:53] Two processes that happens that can cause someone to adopt a product
[10:54] How he helps people figure out their jobs to be done
[14:13] The first step in the process for those who want to nail jobs to be done
[16:19] How he gets granular in terms of understanding the needs of the users
[19:07] Best way to describe a job to be done
[21:40] An example of what they’ve achieved using his process
[26:40] What their process is like
[30:15] When his next book is coming out
[32:50] Where people can check him out to know more
About Alan Klement
Alan Klement is a partner at Revealed, a company that helps clients understand and respond to what’s going in the market and helps teams move faster, reduce risk, and increase success. Apart from writing the book “When Coffee and Kale Compete: Become Great at Making Products People Will Buy,” Alan has also dedicated himself to understanding and predicting product adoption. This led him to create DGA (Demand-Generation Analysis), a systematic means of studying and predicting demand.
Links
- HubSpot
- Pipedrive
Profile
- Alan on Twitter
- When Coffee and Kale Compete: Become Great at Making Products People Will Buy by Alan Klement
For today’s guest, product is the new marketing and in this episode, she shares why she believes it is so. In today’s show, Sandhya Hegde, VP of Growth and Marketing at Amplitude talks about how they approach product-led growth at Amplitude, what the good North Star metrics are for product-led companies, and how she builds customer empathy within their team.
Show Notes
[00:47] How she became the VP of Growth and Marketing at Amplitude
[04:53] Why she thinks product is the new marketing
[08:20] How her team’s thoughts around the product has changed
[10:50] Good North Star metrics for product-led companies
[14:49] Why their strategy is collaboration
[17:13] How she monitors the success of the users for their campaigns
[19:40] How they approach product-led growth at Amplitude
[24:26] Her thoughts on dummy data
[27:25] When should sales step in during the initial touchpoint
[30:00] How they use the product to hit their marketing and growth goals
[31:21] Skills needed in a product-led company
[35:27] How she builds customer empathy within their team
[39:18] Where people can find out more about her and her work
About Sandhya Hegde
Sandhya Hegde is the VP of Growth and Marketing at Amplitude, a computer software that provides product intelligence tools designed to help teams run and grow their digital businesses. To date, over 26, 000 companies use Amplitude for product analytics including Twitter, Intuit, Under Armour, Bonobos, Peloton, and Microsoft.
Profile
- Amplitude
- Amplitude Blog
To say product is the new SDR is a bold statement. Our brilliant guest today will share why he believes it is so. In this episode, Moritz Dausinger, founder of Refiner discusses why he thinks product is the new SDR, what the new SDR is in his opinion, and how the hand off is different for product-led businesses.
Show Notes
[00:56] How he became the founder of Refiner
[02:14] Their company mission and the problem they want to solve
[03:55] Why he thinks product is the new SDR
[06:19] How selling changes in a product-led business
[07:35] When should human interaction come into the whole process
[10:00] Where they start on the journey of using their products to qualify users
[13:10] What he recommends when it comes to qualifying results
[14:53] When should companies introduce the traditional MQO with inside sales
[16:19] What the new SDR is in his opinion
[17:48] Trends he sees in the companies he has helped
[20:30] How the hand off is different for a product-led business
[22:15] His advice to companies who want to become more product-led
[24:38] Where people who would like to reach out can find him
About Moritz Dausinger
Moritz Dausinger is the founder of Refiner, a user profiling software that’s built specifically for eCommerce, SaaS, and membership sites. The software is also designed to easily integrate into any sales and marketing stacks seamlessly. If you are looking to increase both conversion and retention rates through better customer data, Refiner might be just what you need.
Profile
- Refiner
- Moritz on LinkedIn
- Moritz on Twitter
For DevOps platforms like GitLab, transparency is crucial as it can provide feedback instantaneously. In this episode, Kenny Johnston, senior director of product at GitLab talks about product engagement, why transparency is important, and how people can build a successful product-led business.
Show Notes
[00:33] How he became the senior director of product at GitLab Inc.
[02:38] How he transitioned from being a web developer to someone who leads product
[04:03] What GitLab is
[05:20] His process in terms of product engagement
[08:56] Where to start when improving product engagement
[11:02] How they handle trolls
[12:53] How they find ideas and potential products from the feedbacks
[15:09] What they look for when analyzing product engagement
[17:03] Common mistakes he’s seen people make when improving product engagement
[18:37] Signals they look out for when pulling the plug
[20:04] Frameworks or methodologies he uses to improve product engagement
[22:49] Why transparency is important and how to make it a reality in the business
[25:37] How people can build a successful product led business
[27:24] Where people can find out more about him and what he does
About Kenny Johnston
Kenny Johnston is the senior director of product at GitLab, a DevOps platform that changes the way security, development, and Ops teams collaborate and build software. The fast-growing, all-remote company has team members located in over 50 countries.
Profile
- GitLab
- Kenny on Twitter
- Kenny on LinkedIn
A few years ago, many noted a dramatic change in the world of buying and selling: companies that have adapted the “product first” strategy were outpacing those that rely primarily on high friction sales models. One of the companies that really went all in on product-led growth is Vendasta. In this episode, Jacqueline Cook, Vendasta’s chief strategy officer shares what made them decide to do it and how they were able to transition successfully.
Show Notes
[01:15] How she became the chief strategy officer at Vendasta
[02:30] What a chief strategy officer does
[03:29] What Vendasta does
[05:24] Trends she saw in their business
[07:36] What made her decide it’s time to take Vendasta to the next level
[09:37] How they transitioned from a sales-led company to a more product-led business
[11:37] How she got the buy-in from the team
[14:54] How their organisation is structured
[18:29] Some of the early experiments she ran
[22:43] Things that need to be in place to maximise the learning curve
[24:29] Things other companies should avoid
[26:49] Some of her biggest worries about going product-led
[29:03] Where people can find out more about Vendasta
About Jacqueline Cook
Jacqueline Cook is the chief strategy officer at Vendasta. Vendasta is a Canadian-based business that provides an end-to-end commerce platform to firms who sell digital services and products to small and medium businesses. The company is also known for their innovation, thought leadership, and rapid growth.
Links
- HubSpot
- Netflix
Profile
- Vendasta
- Jacqueline on LinkedIn
Understandably, different business models will require diverse strategies. In this episode, Jeff Hardison, head of product marketing at Clearbit discusses how he approaches product marketing in different kinds of companies and the things he takes into account when in each of those businesses.
Show Notes
[00:53] How he became the head of product marketing at Clearbit
[03:24] What Clearbit is
[04:52] His experience owning the self-service revenue number
[07:15] How companies can decide between a self-service model or have sales lead the whole sales process
[09:25] Three important things about product led growth
[10:55] What he wants to caution people against in terms of product led growth
[12:10] What to do when the self-serve revenue plateaus
[13:54] The best time to introduce sales into the organisation
[17:35] How to help people understand what they’re getting themselves into
[20:17] How to make products easier to implement
[25:37] How to determine when to reach out to specific people
[27:59] One thing he wished he knew in terms of building the self-service model and learning how to turn users into paying customers
[29:21] His advice to sales-driven companies that would like to try self-serve
[33:04] How his testing process has evolved over the years
[34:50] Why every company should try to start with product led growth
About Jeff Hardison
Jeff Hardison is the head of product marketing at Clearbit. Clearbit is a business-data and marketing software company relied upon by leading SaaS clients like Asana, Segment, and Stripe. Profitable since their fourth month, Clearbit is considered a great example of an exceptionally managed company.
Links
- InVision
- Reflect Technologies, Inc. (Acquired by Puppet)
- HP
- Shopify
- Google Tag Manager
- HubSpot
Profile
- Clearbit
- Jeff on LinkedIn
Contrary to popular belief, user onboarding is not designed to make people become better at using a product. Rather, its primary goal is to help them become better at what the product enables them to do.
With that said, it’s no surprise today’s guest spends a significant amount of time and resources to ensure people have an aha moment the first 7 minutes of their onboarding experience.
In this episode, Francois Bondiguel, head of growth at Deputy shares what they do the first 7 minutes of the onboarding experience, how they’re doing it, and why.
Show Notes
- [01:11] How he became the head of growth at Deputy
- [03:29] What Deputy is in a nutshell
- [04:27] How he figured out the magic number (7 minutes)
- [07:57] How he found out about drop off rate and how he started improving the metric
- [09:35] How they collect information to tailor the user’s experience
- [11:22] How they got people involved and focused on improving the experience
- [15:21] What he’ll recommend to those who would like to improve their on boarding
- [17:02] Experiments they’ve done that didn’t work out well
- [19:35] The impact of introducing the human element in onboarding
- [22:59] When it makes sense to add a human element in the onboarding process
- [26:16] How they approach segmentation
- [28:45] How he built a lead scoring model
- [31:58] How he helped people to an aha moment the first 7 minutes
- [37:35] Where people can find him to know more about the work he’s doing
About Francois Bondiguel
Francois Bondiguel is the head of growth at Deputy, a product-led employee management tool that uses innovative cloud-based technology as well as machine learning and AI to help businesses transform operations and empower employees to work the way they want.
Link:
- OpenView
Profiles:
- Deputy
- Francois on LinkedIn
Frameworks for Selecting and Implementing Product Analytics with Sam Richard, Director of Growth at OpenView
It is reassuring to know that product analytics have reached mass adoption with nearly 80 percent of companies already adopting in-product analytics as well as tracking. In this episode, Sam Richard, Director of Growth at OpenView shares the importance of product analytics and how companies should go about selecting and implementing product analytics.
Show Notes
[00:42] How she became the director of growth at OpenView
[04:08] Her definition of product-led growth
[06:39] Her thoughts on product-led growth being considered a fad
[09:02] How to build a product-led business
[11:25] Where one should start if they want to develop a culture of experimentation
[13:03] How companies go about selecting and implementing product analytics
[15:42] Key questions to ask before starting product analytics
[18:25] Specific metrics she takes into account
[21:35] The power of activation
[23:42] Common mistakes she sees people make
[27:14] Her advice for companies that are transitioning to become more product-led
[29:06] Reasons to start a product-led business and reasons to consider a more sales-led business
About Sam Richard
Samantha Richard is Director of Growth at OpenView where she helps software companies become market leaders. Through OpenView’s expansion platform, they help ensure companies are able to hire the best talent, partner with industry leaders, and acquire (as well as retain) the right customers so they can dominate their markets.
Links
- ServiceTitan
- Oracle
- Costco
- Dropbox
- Amazon
Profile
- OpenView
- Sam on LinkedIn
The proliferation of data-based practices has caused two major changes (at least): it’s raised expectations of data-literacy across all teams, and it’s started to change the ways data teams work. In this episode, Milene Darnis, Product Manager at Heap, shares why feeding product data into your strategy is critical, and how to do it successfully at each stage of your company as you grow.
Show Notes
- [00:39] How she became a product manager at Heap
- [01:42] What Heap is
- [02:57] Why feeding product data into strategy is critical
- [03:43] Business data and product data
- [04:50] Data people should be tracking to make better decisions
- [07:55] Kind of prediction model she would suggest
- [09:04] Why product data is much more important for product-led companies than sales-led companies
- [12:36] How to know if you have gone too deep in quantitative data
- [14:17] Tool categories companies should be thinking about
- [21:01] Most common mistakes she sees people do again and again
- [22:28] Advice for companies who are just starting to gather product data
- [23:55] How people can use product data to make better decisions
- [25:30] Common mistakes people make when gathering data
- [27:50] How she gets her data and finds the best customers who use her product
About Milene Darnis
Milene Darnis is a Product Manager at Heap, where she works on Heap's core technology: autocapture. This forward-looking technology gives product managers around the world the ability to ask questions about their users retroactively, without having to bug developers to implement tracking.
Links
- Uber
- Salesforce
- Shopify
- Redshift
- Snowflake
Profile
- Milene’s Twitter
- Milene’s LinkedIn
- Heap Website
KPIs and metrics are the signals; the inputs to making great decisions. It's not optional. In this episode, Allan Wille, Co-Founder and CEO of Klipfolio, shares the most important metrics every team working within a product-led organization needs to understand to thrive and grow in a super competitive market.
Show Notes
- [02:59] Who Allan is
- [03:50] What Klipfolio is
- [05:06] Key metrics he takes into account
- [07:43] General and admin
- [15:47] How he defines success
- [20:59] How his team defines “onboarded”
- [21:44] A quick look at retention
- [23:33] Product
- [25:19] Trial engagement and conversion
- [25:39] On developing a metric called true trial
- [28:33] The cohort 90d logo retention
- [30:31] Marketing
- [32:22] Why he's not tracking the cost per trial user
- [33:09] MetricHQ
About Allan Wille
Allan Wille is a co-founder of Klipfolio, served as CEO until 2018, and is currently driving culture and collaboration as Chief Innovation Officer. Klipfolio is a SaaS dashboard company with over 11,000 customers—including Zendesk, Aviva, and IKEA. Allan previously co-founded Espial, an internet device software firm that is now publicly traded on the TSX. He lives in Ottawa with his wife and two daughters.
Links
- HubSpot
- Salesforce
- Facebook Ads
- Google Analytics
Profile
- Allan's Twitter
- Allan's LinkedIn
- Klipfolio Website
Welcome to the introductory episode of Product-Led Podcast. In this episode, you'll find out more about the hosts of this show, Wes Bush and Ramli John, and why you should subscribe today!