John built the global sales team at Canva, which allowed the company to expand further into the enterprise. He walks us through everything a PLG founder needs to know about adding a top-down motion to a bottom-up, product-led foundation. When should PLG companies do this? Why is it necessary? What is the strategy? And how do you do it IRL?
Key Takeaways:
- [4:35] Repeatability in enterprise customers and understanding where these deals stall out
- [8:01] Stall points in enterprise spending and getting purchase approval
- [10:30] Embracing a top-down motion for PLG companies
- [14:17] Combining bottom-up and top-down to scale business using customer success stories
- [17:24] Communicating to executives the story of what software adoption saves
- [20:24] A broader context and story of how the platform improves customer lives
- [22:47] How the data component can make or break sales efforts
- [27:40] Where is adoption happening and using data to determine who gets involved
- [30:10] How to get the entire company working with sales
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John Eitel, Former Global Vice President of Sales & Success at Canva
Canva
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