Behind the scenes: why Navattic just launched a free plan

Natalie Marcotullio, Head of Growth at Navattic, takes us in for a behind-the-scenes look into the process of launching their freemium motion. Going through the strategic reasons behind the shift and how it fits into their overall growth strategy, she reflects on the challenges of aligning the sales team, navigating risk, and measuring success in both the short and long term.

Natalie also shares her perspective on the realities of product-led growth, the importance of soft-pitching ideas, and the unexpected lessons learned during the launch process.

Natalie opens up about:

• The excitement and pressure of launching a freemium plan
• The value of soft-pitching product-led growth strategies over time
• The challenge of aligning a sales team to embrace PLG leads

Things to listen for:

(00:00) Intro

(03:17) Why Navattic chose freemium over a free trial model

(05:53) The impact of freemium on pipeline and user conversion

(08:00) Navigating internal buy-in and the importance of soft-pitching PLG

(10:01) Testing and experimenting with lower-priced plans before going freemium

(12:13) Aligning the sales team with the PLG motion and managing challenges

(14:00) Modeling pipeline projections and the impact on MQL and PQL metrics

(16:19) The role of customer support in managing increased user inquiries

(18:42) Sales engagement with self-serve users and building trust

(20:25) Reflecting on early success indicators and word-of-mouth growth

Resources:

Connect with Natalie:

LinkedIn: https://www.linkedin.com/in/natalie-marcotullio/

Connect with Andrew:

LinkedIn: https://www.linkedin.com/in/andrewcapland/

Hire Andrew as your coach: https://deliveringvalue.co/coaching