E32: Layering SLG Without Breaking the Product with John Eitel

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