Lenny's Podcast: Product | Growth | Career cover image

The ultimate guide to product-led sales | Elena Verna

Lenny's Podcast: Product | Growth | Career

NOTE

**Time from individual usage to enterprise contract benchmark **

Achieving an enterprise-level contract from individual usage typically takes over 12 months of sustained engagement, highlighting the need for a long-term growth mindset rather than immediate sales goals. While some high-intent buyers may convert quickly, the average customer journey is lengthy, requiring patience and an understanding that current signups may influence future contracts. It's crucial to differentiate between users and buyers by profiling users during signup to ensure effective targeting and communication; overlooking onboarding questions may lead to potential buyers being overlooked. Understanding conversion rates is important, with premium conversion rates at about 5% and trial conversions between 10-15%, but what truly matters is the increase in contract values and customer lifetime value, rather than just conversion percentages. This focus contributes to building a sustainable revenue stream over time.

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