Insights on why we chose to embark on a journey towards building an organization truly powered by a Product Led Growth framework.

1. POWERED BY PRODUCTER
Shifting to
PLG Mindset

2. Since the very beginning, we have designed Producter to be a product-
led organization.
Building a product-led organization or transitioning into one is a
journey.
It's a journey that every passenger should have the same desire to go in
the same direction — so it's critical that every team must be motivated
to be a part of shifting the mindset in the company to product-led
growth.
Overview
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3. What is Product-Led Growth?
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4. As Manish Nepal explains:
“Sales-led is the growth strategy where your sales
processes and teams take the driver’s seat to grow
your revenue.”
Success in sales-led businesses directly relies on the
sales team’s performance.
Sales-Led Growth
Company:
Openview defines product-led growth as
an end user-focused growth model that relies on the
product itself as the primary driver of customer
acquisition, conversion, and expansion.
Product-Led Growth
Company:
producter.co
2022
2022
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5. What’s not working
with being sales-led?
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Organizational
Silos
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However, the real struggle starts when you actually start using
the product in detail. What you signed up for and discussed
with the sales rep is far from your expectations.
Here is the first and worst
place where customer
dissatisfaction begins
to take root.
This is what usually happens when
sales, marketing, and product teams
are alienated from each other.
Then, you book a demo with a sales rep and decide to buy it.
Finally, you think you have found a remedy for your pain and
read about the tool on its website.
You suffer from pain as a user, and you seek a prescription.
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High Customer
Acquisition Cost
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As Paul Graham, founder of Y Combinator, says:
“The more it costs you to sell something, the more it will cost
others to buy it.”
If your business model is compatible with sales-led growth,
you always need to be alert about your competitors.
If they acquire customers with lower CAC, they will most likely have
more reasonable pricing than yours. Consider optimizing your
strategy, or your customers might lose interest in your product
once they realize your competitor’s lower pricing.
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10. The Benefits of
Product-Led Growth
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Optimized Sales and
Customer Success
Effort Resulting
Lower CAC
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Based on Openview’s 2020 Expansion SaaS
Metrics report:
Product-led companies reach the $10M ARR
mark, and they tend to scale faster than
their peers.
Unlike sales-led companies, product-led
companies don’t need to put way too much
effort into sales and customer support
operations.
They can grow more efficiently
with a lower-than-average
customer acquisition cost
(CAC).
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Increased
Retention
and Upsell
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The product-led growth model keeps Sales, Customer Success, and Product teams aligned.
By working hand in hand with these teams, sales will find more qualified leads since they will
know who is engaging with the product and who is maximizing its value.
Likewise, Customer Success teams need to know who isn’t utilizing the product and what
features might be misused.
Since the product-led growth model focuses on how users engage with the product, Sales
and Customer Success teams will take advantage of the user engagement data provided.
Product-led teams better customize their sales, marketing, and customer support activities by
embracing a singular insight into product usage.
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15. The Challenges of
Product-Led Growth
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Changing
Organizational
Behaviour
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There is no magical shortcut to becoming a product-led growth company.
If you want the shift to happen, first, you need strong leaders and teams open to
change what they’re used to.
Even calling sales, marketing, or customer support teams “Growth Team” needs
to change. Failure or success in growth metrics is not the responsibility of these
teams.
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18. producter.co
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In a product-led company:
focuses on utilizing the product
to qualify their prospects and
have meaningful conversations
in a way that prospects deeply
understand the value product
offers.
focuses on generating leads by
knowing the product vision by
heart and conveying the right
message to the market.
focuses on creating a product
with optimized time-to-value.
focuses on understanding the user
experience to help them utilize the
product without customer success
help.
M A R KE TI N G T E A M SA LES TE A M CUSTOMER SUCCESS TEAM EN G I N E E RI N G TE A M
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The mindset comes with the collaboration between tech and non-tech teams.
Including non-tech teams, while building the product strategy, getting user
feedback from sales, marketing, and customer success teams will keep you and
them aligned.
Sharing the product vision and making the strategic product roadmap
visible to all teams strengthens its sustainability.
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Sales Pipeline
Adaptation
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Sales-led companies rely primarily on sales teams to generate
leads and close deals. They are used to getting linear results,
meaning you have to hire more salespeople to cultivate more leads.
On the other hand, the product-led growth model invests in the
product rather than increasing CAC.
At the first stage, the transition from sales-led to product-led
growth might look like leads in the sales pipeline decreased.
Shifting to the product-led growth mindset is a journey. The
growth will be exponential once the transition is adopted
completely.
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22. Conclusion
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23. It is critical to note that Product Led Growth is not merely about
making your product freemium. It’s just one of the customer
acquisition strategies.
The product-led growth model demands an entirely new approach to the
user journey. It’s about turning your product into an amazing
communication platform.
This is how your users will fall in love with your product and
understand its real value.
Conclusion
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24. Tech and non-tech teams need to have a proper process to adopt the
transition. Teams need to have product-oriented goals and perspectives
while doing their daily tasks.
Keeping tech and non-tech teams aligned on the product strategy
by sharing a clear product roadmap is one of the moves that will
ease the transition in your company.
Conclusion
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25. producter.co
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producter.co
producter
producterhq
producter
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26. POWERED BY PRODUCTER
Thank Y
ou!
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