Product-led growth in action - Partho Ghosh (VP of Product, Uberall)
Oct 16, 2024
auto_awesome
Partho Ghosh, VP of Product at Uberall and former key player at Hootsuite, dives into his journey in product management and the transformative power of product-led growth (PLG). He highlights the critical role of self-service features and data-driven strategies in scaling organizations. The discussion reveals the vital connection between product usage data and customer engagement, as well as the importance of optimizing onboarding to boost retention. Partho shares valuable insights on overcoming challenges in PLG and aligning product and sales teams for success.
Product-led growth (PLG) strategies require executive support and cross-department collaboration to align vision and allocate resources effectively.
Rigorous experimentation and clear metrics are essential for optimizing product performance, allowing businesses to adapt and improve their offerings.
Deep dives
The Evolution of Product-Led Growth
Product-led growth (PLG) is defined as a go-to-market strategy that emphasizes customer self-service through product engagement, including trial and freemium models. This approach is evolving, incorporating data-informed product management and growth funnels into both self-serve and sales-led frameworks. The recognition of product-qualified leads (PQLs) highlights that PLG isn’t just limited to a self-serve model but extends to how products can lead sales efforts. Understanding this comprehensive definition allows companies to tailor PLG to their specific needs rather than strictly adhering to traditional models.
Importance of Executive Buy-In
For successful implementation of PLG strategies, support from the executive level is critical. First, achieving alignment among leadership helps establish a unified vision; without it, PLG initiatives often struggle to gain traction. Leadership buy-in also ensures resources are allocated effectively, fostering a culture where product-driven initiatives can flourish throughout the organization. A collaborative approach between product, marketing, and sales teams can facilitate a smoother transition to a PLG-focused environment, enhancing customer interactions and overall business performance.
Experiments and Metrics in PLG
A key component of PLG involves rigorous experimentation to validate hypotheses and measure the success of changes made to product offerings. At one company, introducing a credit card gate during the trial phase surprisingly improved the trial-to-paid conversion rate significantly, even while reducing the number of trials. This example illustrates that businesses should remain flexible and willing to test unconventional strategies in order to optimize product performance. It’s essential to establish clear metrics and benchmarks ahead of such experiments to track successes and guide future decision-making.
Building Cross-Functional Teams
Achieving a successful PLG strategy requires collaboration across various teams, including product management, sales, marketing, and customer success. It's essential for product managers to understand how their work contributes to overarching business goals, which can be facilitated through frameworks like North Star metrics. Ensuring that product development aligns with customer needs and market demands encourages more cohesive efforts across departments, ultimately leading to better product outcomes. Having a dedicated product analyst within the team can also provide valuable insights into user behavior, further guiding decision-making and strategy.
In this week's podcast episode, Partho Ghosh, VP of Products at Uberall, shares his transformative journey from computer science graduate to product management leader, revealing the intricacies of implementing product-led growth (PLG) strategies.
Having played a key role at Hootsuite, Partho now navigates the challenges of scaling at Uberall, bringing profound insights into how PLG drives significant company growth and development. This episode delivers a deeper understanding of the landscape of PLG, making it a must-listen for anyone interested in product management and business growth.
Featured Links: Follow Partho on LinkedIn | Uberall | 'Definition of Product-Led Growth' feature by Wes Bush
Our Hosts Lily Smith enjoys working as a consultant product manager with early-stage and growing startups and as a mentor to other product managers. She’s currently Chief Product Officer at BBC Maestro, and has spent 13 years in the tech industry working with startups in the SaaS and mobile space. She’s worked on a diverse range of products – leading the product teams through discovery, prototyping, testing and delivery. Lily also founded ProductTank Bristol and runs ProductCamp in Bristol and Bath.
Randy Silver is a Leadership & Product Coach and Consultant. He gets teams unstuck, helping you to supercharge your results. Randy's held interim CPO and Leadership roles at scale-ups and SMEs, advised start-ups, and been Head of Product at HSBC and Sainsbury’s. He participated in Silicon Valley Product Group’s Coaching the Coaches forum, and speaks frequently at conferences and events. You can join one of communities he runs for CPOs (CPO Circles), Product Managers (Product In the {A}ether) and Product Coaches. He’s the author of What Do We Do Now? A Product Manager’s Guide to Strategy in the Time of COVID-19. A recovering music journalist and editor, Randy also launched Amazon’s music stores in the US & UK.
Get the Snipd podcast app
Unlock the knowledge in podcasts with the podcast player of the future.
AI-powered podcast player
Listen to all your favourite podcasts with AI-powered features
Discover highlights
Listen to the best highlights from the podcasts you love and dive into the full episode
Save any moment
Hear something you like? Tap your headphones to save it with AI-generated key takeaways
Share & Export
Send highlights to Twitter, WhatsApp or export them to Notion, Readwise & more
AI-powered podcast player
Listen to all your favourite podcasts with AI-powered features
Discover highlights
Listen to the best highlights from the podcasts you love and dive into the full episode