Most product-led companies hit a wall when they try to add sales-led growth. Too often, the motions clash, teams misalign, and growth stalls. So, how do you scale revenue without sacrificing your product-led roots?
In this episode of The Revenue Leadership Podcast, Kyle Norton sits down with John Eitel, former Global VP of Sales & Success at Canva and CRO at Demandbase, about how to successfully layer a sales-led motion on top of a product-led foundation. Drawing from his experience at WP Engine and Canva, John shares how to identify the right signals to introduce sales, validate demand through customer conversations, and build a commercially viable offering without cannibalizing PLG momentum. He also reflects on how the CRO role is evolving in today’s market—and why adaptability, experimentation, and cross-functional alignment are more important than ever.
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Key Moments:
(00:00) Introduction
(08:51)Commercialization Strategies for SLG
(12:13) Customer Success and Support in SLG
(14:56) Pricing and Packaging for Enterprise Solutions
(17:52) Building the Sales Team for Growth
(20:52) Hiring the Right Sales Reps for Success
(30:48) Understanding User Adoption and Buyer Dynamics
(35:24) Team Building Strategies: Lessons from WP Engine and Canva
(37:23) Key Roles in Early Team Development
(42:54) Metrics for Revenue Leaders: Signals to Invest or Pull Back
(45:42) Understanding Sales-Led Growth and Incremental Value
(48:13) Balancing Sales and Self-Service Models
(51:54) Product Differentiation for Market Segments
(59:03) Aligning Sales, Marketing, and Product
(01:10:02) The Disparity in Revenue Talent
(01:13:00) Framework for Company Selection
(01:18:26) Optimizing for Company Quality
(01:21:10) What Separates Good from Great CROs?
(01:23:03) Advice for Young Leaders
(01:24:26) Lessons Learned in Team Dynamics
(01:26:26) Insights on Mental Health and Leadership
