The Revenue Leadership Podcast with Kyle Norton
E32: Layering SLG Without Breaking the Product with John Eitel
May 8, 2025
John Eitel, former Global VP of Sales & Success at Canva and CRO at Demandbase, shares his insights on layering sales-led growth atop product-led foundations. He discusses how to adapt sales strategies as startups scale and highlights the importance of customer success teams. Eitel emphasizes data-driven decision-making in product investments and the balance between self-service and sales-led approaches. He also explores the evolving role of Chief Revenue Officers and the significance of mental health awareness in leadership.
01:29:58
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Quick takeaways
- Successfully layering sales-led growth on a product-led foundation requires recognizing customer signals and market demands for growth.
- Customer interviews are vital for validating product concepts and ensuring that offerings align with market needs and purchasing motivations.
Deep dives
Understanding Growth Phases
The podcast discusses the significance of navigating companies through different growth phases. Many businesses experience an 'awkward adolescence' where they struggle to transition into professional organizations with scalability and repeatability. The host emphasizes the importance of recognizing early signals and trends in customer behavior that may indicate the need for a sales-led growth (SLG) approach layered on top of a product-led growth (PLG) foundation. Identifying these patterns allows revenue leaders to capitalize on opportunities for growth while avoiding common pitfalls.
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