When You Should Focus on PLG with Alex Bilmes

May 5, 2024

Founder and CEO of Endgame, Alex Bilmes, discusses product-led growth with insights on product suitability, ideal customer profile assessment, and the intersection of sales strategies. Topics include transformative products, user behavior analysis for sales segmentation, and strategies for transitioning to product-led growth.

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Introduction

00:00 • 2min

Challenges of Implementing PLG for Complex Products

02:18 • 2min

Navigating the Intersection of PLG and Sales Strategies

04:15 • 3min

Understanding User Behavior for Effective Sales Segmentation

07:02 • 2min

Transitioning to Product-Led Growth: Strategies and Insights for Sales Process Enhancement

08:56 • 5min

In this curated episode of the Revenue Builders Podcast, John McMahon and John Kaplan dive into when to focus on product-led growth. John McMahon and John Kaplan discuss product-led growth (PLG) with Alex Bilmes, the founder and CEO of Endgame. They explore the types of products that are well-suited for PLG and those that may not be a good fit. Alex explains that products that are easy to use, provide immediate value to the user, have a short time to value, and have a low price are ideal for PLG. However, more transformative products that require organizational change and have larger deal sizes may require a sales process to facilitate adoption. Alex also shares insights on how to determine if PLG is a good fit for a product and the questions to ask before implementing a PLG strategy.

KEY TAKEAWAYS

Transformative products that require organizational change and have larger deal sizes may not be a good fit for PLG.
When considering PLG, it is important to assess the product's interface with different disciplines and other products, as well as its impact on user behavior.
Endgame focuses on the sales side of PLG and helps companies integrate sales efforts with product data to accelerate revenue growth.
Understanding the ideal customer profile (ICP) from a product-led perspective and using data to create behavioral-based ICPs are crucial for successful PLG implementation.

HIGHLIGHT QUOTES

"Humans are tricky. Anything that requires interfacing with humans or interacting with people always adds a layer of complexity." - Alex Bilmes
"If you don't know what harbor you're sailing for, no winds will get you there." - Alex Bilmes
"A product-led sales orientation lets you validate what the company is doing using empirical data, meaning you can tell how people are already using your product." - Alex Bilmes

Listen to the full episode with Alex Bilmes through these links:

Leveraging Product-Led Sales for Growth with Alex Bilmes: https://podcasts.apple.com/in/podcast/leveraging-product-led-sales-for-growth-with-alex-bilmes/id1610203369?i=1000635042791

Check out John McMahon’s book here:
Amazon Link: https://a.co/d/1K7DDC4

Check out Force Management’s Ascender platform here:
https://my.ascender.co/Ascender/