"Unpack Pricing" with Scott Woody Gitlab's playbook for running PLG and Enterprise motions with Justin Farris
Apr 3, 2025
Justin Farris, VP of Product and Monetization at GitLab, shares insights from his journey at Zillow to his role in a leading DevSecOps platform. He discusses how GitLab harmonizes product-led growth with enterprise sales through a transparent pricing model. Farris emphasizes treating pricing as a product feature, why aligning product initiatives with revenue metrics is vital, and the importance of a centralized approach to balance customer needs across diverse market segments. He also reveals strategies to avoid overwhelming add-on choices, and his view on innovative AI pricing models.
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Independent Purchase
- Justin Farris, from Zillow, purchased GitLab independently as a director.
- This highlights GitLab's product-led growth, even for large companies landing small.
PLG for Enterprise
- Product-led growth (PLG) isn't just for small customers or small businesses.
- Large enterprises can land with small deployments via PLG, like Justin Farris did at Zillow.
Centralize Leadership
- Centralize leadership for growth, pricing, and core systems.
- This streamlines collaboration and helps smooth friction between sales and product-led growth.