ProductLed Podcast

Tifenn Dano Kwan, CMO at Amplitude, and Ashley Brucker Stepien, VP of Global Marketing at Amplitude, discuss effective decision-making in PLG. They talk about setting up analytics, monitoring key metrics, flexibility in planning, identifying key user moments, North Star Metric for marketers, input-output metrics, and the importance of a strong partnership with the CIO/head of digital for data management.

Join host Wes Bush in an exciting episode as he uncovers the impressive journey of Gal Deitsch, co-founder of Align, a collaborative workspace platform. Gal's story is a testament to going from zero to over 10,000 monthly active recurring users in less than two years despite having no prior product-led experience. They talk about how the startup tackled the challenge confronted by sales teams in dealing with complex enterprise deals. Gal also touches on Align’s initial team, achieving product-market fit and fostering engagement and virality within their user base. Key Takeaways: [00:45] Introducing Gal and Align’s purpose [08:05] Second-year growth tactics and funding [17:55] CEO to CPO shift, user psychology, and sales-oriented product leadership [21:35] Deeply understanding end users is essential for product success [22:40] Shifting to a product-led sales approach [28:30] Prioritizing a product that intuitively conveys its value [31:35] Adopting a hybrid approach: product-led sales About Gal Deitsch: Gal Deitsch is the co-founder and CPO of Aligned. He is dedicated to revolutionizing the world of sales and collaboration, with a passion for reshaping how deals are managed, and customers are onboarded. Gal has created a cutting-edge customer collaboration platform that empowers reps to craft winning journeys and succeed in the buyer-led era. Links: Gal Deitsch | LinkedIn 

Structuring your go-to-market (GTM) team is about creating a culture of teamwork. Our guest Anna Talerico, the CEO of Corporate Finance Institute, stresses the need to break down silos between departments and foster an environment where everyone focuses on providing an outstanding customer experience. We're excited to have her back on the podcast to share her valuable insights on organizing your GTM team, offering best practices, and helping you avoid common pitfalls. Listen to "How Sales Works in a Product-Led Organization" with Anna Talerico on the ProductLed Podcast (2021). Key Takeaways:  [00:55] Evolution of Anna's views on PLG [05:05] The importance of a team-oriented culture [16:50] Case Study: Acquiring a product-led company [18:35] Building the Go-to-Market Team [22:00] Avoiding playbooks [29:40] Customer-centric messaging About Anna Talerico: Anna Talerico, CEO of Corporate Finance Institute, is dedicated to helping employees discover career growth opportunities within their organizations through focused learning. As an accomplished operator and former COO of Linux Academy, she excels in building high-performing teams with a strong emphasis on go-to-market strategies, people development, and nurturing a positive company culture. Links: Anna Talerico | LinkedIn

The podcast discusses the importance of demand generation in software businesses and strategies to scale from $1 million to $10 million in revenue. Topics include marketing maturity in software companies, prioritizing leads, improving free trial conversion rates, targeting different customer segments, and building the right team for a product-led business.

Sara Stojanovski, an expert in leading engineering and design teams, shares insights on finding product-market fit, including conducting customer interviews, prioritizing assumptions, and leveraging frameworks like the Product-Market Fit cycle.

Positioning expert and bestselling author April Dunford shares insights on building a winning sales pitch. She emphasizes the importance of a compelling narrative and distinct differentiation. April provides an example of Help Scout's sales pitch and shares her eight-step process for crafting an effective pitch, including solid positioning, emotional starting points, API value, and addressing objections.

Dan Olsen, author of 'Lean Product Playbook,' joins host Wes Bush to discuss customer-centric approaches, perfecting value proposition, prioritizing problem exploration before solutions, and the importance of tackling customer problems before jumping into solutions. Dan offers invaluable insights on measuring product-market fit and emphasizes the practicality and real-world application of his book's concepts.

Ben Williams, former executive turned PLG strategic advisor, shares insights on optimizing go-to-market strategies for developers. Topics include developer marketing strategies, building community, addressing privacy concerns, transitioning to enterprise sales, prioritizing experiments, leveraging engagement states, and qualitative research methods.

Tatiana Morozova, the Head of Growth Strategy & Operations at ClickUp, joins host Mario Araujo to shed light on the untold stories behind product-led growth (PLG) implementation and the enduring value of persistence in achieving success.  In conversation, they emphasize making iteration and failure an integral part of the product-led implementation journey. Tatiana draws from her experiences at MongoDB and ServiceNow, highlighting key learnings about experimentation at scale, the significance of testing before rebranding, and layering PLG on an enterprise service.    Key Takeaways:  [2:15] Tatiana's background and accidental entry into growth [4:05] MongoDB and launching an experimentation program [5:15] Challenges of autonomy and silos in experimentation [8:15] Using qualitative feedback tools for validation [9:05] Importance of defining secondary metrics for experiments [9:25] Activation and adjacent user experiences [12:10] Friction and confusion in the rearranged product placement [12:55] Recommendation of having secondary metrics for validation [13:25] Exploring adjacent user experiences and educational paths [15:25] Doubling of conversion window to paid customers for the same cohort [16:10] Balancing learning and pivoting [16:25] Decision-making in teams [16:50] Factors influencing pivoting decisions [17:15] Cultural impact on decision-making [19:05] Lessons from the failed brand awareness campaign [22:15] Building PLG in an enterprise context [23:55] The role of sales in PLG [25:10] Creating a feedback loop with sales [25:35] Recommendations for companies exploring PLG [31:00] Final remarks  About Tatiana Morozova:  Tatiana Morozova is an accomplished leader in Growth Marketing and Strategy, presently holding the position of Head of Growth Strategy & Operations at ClickUp. With a wealth of experience, including roles at ServiceNow and MongoDB, she has excelled in the realm of product-led growth (PLG). Tatiana's career journey reflects her expertise in scaling businesses and driving marketing strategies that make an impact. Links:  Tatiana Morozova | LinkedIn

Tony Ulwick, innovation leader and bestselling author of 'Jobs to Be Done: Theory to Practice,' discusses Outcome-Driven Innovation as a framework for market success. Topics include understanding customer needs, defining customer groups, targeting underserved segments, step-by-step process for understanding customer needs, mapping out desired outcomes, collaborative approach, categorizing desired outcomes, segmentation based on unmet needs, and an example in dentistry where patient segments are identified based on their unmet needs.