Former CRO of G2, Mike Weir, discusses using a churn model with highly correlated variables to reduce churn and drive expansion revenue. The importance of product and marketing in customer education, aligning sales, customer success, product, and marketing in a PLG organization, and rewarding behaviors that lead to long-term revenue are highlighted. Founders should stay involved in sales to refine market understanding and product-market fit.

After a decade spent in marketing, Mike Weir now runs the G2 sales teams. And he has his time spent as a CMO to thank for all his CRO success.Host Mark Roberge is joined by Mike Weir (CRO, G2) to discuss how Mike went from being a marketer to a full-fledged sales leader and what we can all learn from him. In this episode learn more about: The biggest impact on sales and marketing alignment in the go-to-market motion The importance of measuring the efficiency of different channels How to be more specific and de-risk the ideal customer profile Investing in your team to reach their full potential How to hire strategic sales leaders The Science of Scaling is a HubSpot Original Podcast // Brought to you by The HubSpot Podcast Network in collaboration with HubSpot For Startups // Produced by Matthew Brown.