Run the Numbers

Driving revenue without selling | Greg Henry of 1Password

Dec 1, 2025
Guest
Greg Henry
Greg Henry, CFO of 1Password and former CFO at Couchbase, dives into the world of product-led growth (PLG) and how it reshapes revenue forecasting. He shares insights on the importance of simplicity in compensation plans and how CFOs can drive revenue without traditional selling. Greg highlights the balance between consumer and enterprise models and the need for CFOs to engage with customers for deeper insights. He also reflects on his career journey, the lessons learned from near IPO mishaps, and offers valuable advice for aspiring finance leaders.
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ADVICE

Choose Roles With Four Core Fit Factors

  • Choose roles where you love the work, like who you work with, feel valued, and are fairly compensated.
  • If you get all four, you should feel very fortunate and stay in that role.
INSIGHT

PLG Is A Flow Business Not A Quarter Sprint

  • PLG creates a steady high-velocity flow of many small deals instead of few chunky quarter-closing deals.
  • That makes forecasting smoother initially but reduces late-quarter upside without an enterprise motion.
ADVICE

PLG Lowers Go-To-Market Spend Ratios

  • Expect lower sales & marketing percent-of-revenue in PLG companies because self-serve is more efficient.
  • Reinvest into R&D as you expand to multi-product and global markets.
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