Growth Machines: Combining Product-Led Growth and Sales

Adding Sales to a Scaling Product-Led Business | Kristen Habacht, Typeform

Aug 29, 2024

Kristen Habacht, Chief Revenue Officer at Typeform, dives into the fusion of sales with product-led growth strategies. She shares Typeform's transition from a PLG pioneer to a successful blend with sales, emphasizing customer success and smart segmentation. The discussion reveals how aligning sales and product teams can elevate customer experiences and boost revenue per rep. Kristen also highlights the importance of questioning conventional beliefs to spark transformative changes in business. It's an insightful look at navigating modern buyer engagement!

19:32

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Episode guests

Kristen Habacht

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Episode notes

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Quick takeaways

Integrating sales into a product-led growth framework enhances customer success by maintaining a seamless buying experience while providing necessary support.

Typeform's sophisticated customer segmentation strategies facilitate tailored communications, ensuring more effective user engagement and improved customer satisfaction.

Deep dives

Evolving Product-Led Growth Strategies

Product-led growth (PLG) is a foundational approach for companies like Typeform, enabling users to find, try, and buy without engaging with a salesperson. The company has been refining this model by experimenting with when to introduce sales and customer success into the user journey. This strategic layering allows Typeform to maintain a seamless buying experience while leveraging sales resources when necessary. By investing in integrations and partnerships, Typeform continues to enhance user value, ensuring that customers can extract benefits from the product without added friction.

Intro

3min

Segmenting Customers in a Product-Led Sales Strategy

2min

Aligning Sales and Product in Growth Strategies

9min

Navigating Product-Led Growth for High ACV Companies

4min

Navigating the New Era of Buyer Engagement

2min

In this episode of the Growth Machines podcast, host Vincent Jong speaks with Kristen Habacht, Chief Revenue Officer at Typeform, about integrating sales into a product-led growth framework as a company scales. Kristen discusses the evolution of Typeform from a PLG pioneer to incorporating sales without creating artificial barriers for customers. She highlights the importance of customer success, segmentation strategies, and the role of tech partnerships. The conversation also delve...

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