Product-Led Growth Confessions: Recent Episodes
MadKudu
Top leaders in Growth, Marketing, Sales, and Product share their PLG experiences. These are their confessions
Fracesca Krihely talks about what a company needs to ask themselves before pursuing product-led growth, setting realistic timeframe expectations for adopting PLG internally, how to use customer insights to build a great sidecar product, and the power behind communities.
Surya has built and scaled PLG at three different companies. He sits down to share what he's learned, recommendations for early stage PLG strategies and even a few confessions of why certain tactics worked in theory but not in practice. Surya has a product background and sheds light on how product-minded, engineering leaders envision and build out their product-led strategies. He also shares insight as to how an effective self-serve model ultimately improves the sales-led motion as well.
Krishan Patel shares how Apollo moved from a sales-led motion to product-led. He discusses why the decision was made to start a PLG motion, how they ensured their free offering did not cannibalize sales revenue, the time and team it took to build their self-serve product, and what it takes to create true retention.
It takes a certain mindset within an organization to build a successful Product-Led Growth motion. Andy Mowat, CEO at Gated, chats with Sam Levan about how he’s built a PLG culture at different companies, how to create the right playbook for your company, what happens if you don’t have a PQL definition, activating PQLs not ready to purchase, and how to integrate multiple funnels.
A PQL motion can be a hard sell for some sales teams. Sheila Head and Jonah Cooperman reveal why the sales team at Atlassian was so open to PQLs, what it takes to successfully launch a Product-Led Growth motion, lessons learned through the process, and whether it’s better to build or buy your MarTech.
To succeed at Product-led growth you need to create meaningful experiences for your end user. To do so you need to quickly operationalize your product data. Chris Im, Marketing Operations Manager at HelpScout covers what someone in MOPs can expect when joining their first PLG company, how to build better data architecture, why Salesforce should not be your single source of truth, and why marketing needs to earn a seat at the product development table.
While PLG is a lot like ABM in its early days, it differs in who shapes the strategy and who is aware of that strategy during the customer lifecycle. Dan Frohnen, CMO at UpKeep covers how PLG has changed marketing, how to manage multiple go-to-market funnels, letting people buy the way they want to buy, and being intentional about PLG.
[Crossover episode from MOPs Confessions] Like the center position in American football, marketing operations is ensuring plays and programs are launching according to plan and analyzing ways to improve. While often underrated or unnoticed, they understand the importance of their work. Daniel Zacks talks about how to enable sales with data from multiple funnels, his preferred method of upselling freemium models, why product usage is the best sign of intent, and the growing MOPs community in Israel.
The MOPs landscape is constantly changing, as well as constraints on the MOPs world. Over the last ten years, Chris Rodriguez has worked with a diverse group of companies with very different go-to-markets. He explains how to apply the lessons he learned through experiencing these paradigm shifts.
Find Chris on LinkedIn or his website.
[Crossover episode from MOPs Confessions] Why is product-led sales so challenging? Are you really doing a product-led growth motion or just looking at different reports?
Listen to this discussion between Sam Levan and Sasha Samoilov as they discuss how MOPs can utilize a maturity model to align teams, drive change, and combine meaningful insights from product and sales.
[Crossover episode from MOPs Confessions] In this episode we talk to Jake Levinger about his experiences building a tech stack for PLG motions and the lessons he's learned from his sales team along the way. He shares the important of getting buy-in from your end users, the tools he uses for implementing a product lifecycle campaign, and why Retool is consolidating OPs roles to bring more customer value.
We talk with Peter Kirk and Stephanie Cameron at Lucid about how marketing ops and analytics teams can work together more effectively. Listen to learn how to utilize project briefs and turn user stories into tech specs to facilitate a better cross-functional relationship between marketing ops and data teams.
[Crossover episode from MOPs Confessions] In this episode, we talk to Carolyn Hayashi, Senior Marketing Manager at Bill.com about experimenting with content to expand the top of the funnel when it comes to converting free trials, scrappy approaches for building campaigns, why data is important for setting yourself up for success, and working cross-functionally to engage with customers.
[Crossover episode from MOPs Confessions] In this episode, we talk with Power Duo Jesus Requena and Ben Lewinsky about the big issues when aggregating data, what are the big problems to solve when pushing data to marketing channels and sales efforts, and what is product telemetry?
In this episode with Ashley Zhang, Marketing Operations Manager at Asana we discuss how Ashley got into marketing ops what marketing ops looks like at Asana and how Ashley and her team think about MQLs and MQAs.
In this episode with Jason Bilog, Data Operations Manager at Patreon we discuss working in marketing ops and the shift to data operations and building a business case for new tech.
[Crossover episode from MOPs Confessions] In this episode, we talk with Katie Peters, Director of Marketing Ops at InVision, about marketing operations in a product-led world and communicating more effectively with leadership. Listen to learn how Katie shares information with her leadership team in a way that sticks.