How Cobalt Transitioned from Sales-Led to Product-Led

Esben Friis-Jensen is the Co-Founder and Chief Growth Officer at Userflow, the fastest way for user onboarding for modern SaaS businesses. He is also the Co-Founder and Adviser at Cobalt, a modern application security platform enabling businesses to run on-demand Penetration Testing and vulnerability assessments - Pentest as a Service. The goal of this episode is to accelerate learning while transitioning from sales-led to product-led. Esben will talk about the whole transition: What other leaders are doing in this transition and what mistakes they make to avoid doing it again. 

Show Notes

[01:09] A brief background about Esben

[03:38] His thoughts when they started the product-led movement

[07:11] Reasons why they started out as more sales-led

[11:15] The challenges they experienced along the way

[15:40] How they fostered organizational change 

[18:55] The process they went through to get the rest of the team onboard

[23:32] How they got buy-in from the teams in the process of transitioning

[28:49] First quick wins they had in testing the unknowns

[34:50] More advice on iteration from Esben

[37:42] The next thing for him at Userflow

[39:47] Where to find Esben

About Esben Friis-Jensen

Esben Friis-Jensen is originally from Denmark but has lived in the United States for the last eight years. Aside from Userflow and Cobalt, he has also worked as a consultant in the SAP division of Accenture, responsible for managing the test and deployment of global large-scale SAP implementations. 

Link

Product-Led Slack

Profiles

Userflow

Cobalt

LinkedIn