Mark Roberge (Stage 2): How HubSpot Became PLG

Mark was CRO at HubSpot for 9+ years. He built the successful sales-led GTM playbook that helped the company scale to nearly $100M ARR. Then he shifted gears and helped pioneer PLG at HubSpot, effectively disrupting the original GTM playbook he built at the company. Hear Mark walk through the full story on how HubSpot became PLG, and how you can transition to PLG at your company.

Conversation Highlights:

• [3:18] Hubspot's PLG story: How it began
• [7:08] The complexity of adding a free product, and maintaining your revenue
• [13:28] Through the PLG lens: What was the starting point, and how Hubspot made self-service work within the CRM space
• [18:41] The intricacies of forming a new pricing tier
• [28:39] Disrupting yourself before someone else does
• [31:26] Advice from Mark: What is the first step? And how long after that can we expect to see some results?