The document discusses implementing a product-led growth (PLG) strategy for sales. Some key points discussed are: - A PLG approach focuses on attracting the right customers by making the product a lead generation tool and letting customers come to you. - A "swarm" sales approach will not work and speed is not always your friend - it is better to focus on supporting, converting, and retaining customers. - The goal should be getting customers to recommend your product rather than just making a sale. - Sales should not be overcomplicated and compensation plans need to be set up correctly to encourage a bottoms up approach focused on the product.

1. A Product-led
Approach to Sales
Liz Cain
@elizabethjcain

2. the expansion stage VC
Based in Boston, we invest in
software companies around
the world aimed at improving
people’s working lives.
www.openviewpartners.com

3. You don’t want your
company aligned
around a boiler room,
‘always be closing’
sales culture.

4. A sales team, by any other name, is still a group of
individuals focused on acquiring and accelerating
new revenue for the company.

5. When approached
in the right way,
layering in a human
effort can accelerate
growth.

6. WHO
Attracting the right
customers.

7. Attracting the right customers
> Target market segment is as important as ever
> Your product is a lead gen tool
> Let them come to you

8. “Buying is changing. People are getting much,
much more comfortable buying on their own
and don’t want to talk to somebody.
Just give them the product.
STEVE JOHNSON, PRESIDENT & COO

9. WHEN
A ‘swarm’ approach
won’t work.

10. > Support
> Conversion
> Retention
A ‘swarm’ approach won’t work

11. Speed isn’t
always your
friend.
#oops

12. > Support
> Conversion
> Retention
A ‘swarm’ approach won’t work

13. “I tell my team members that their gold
standard is not whether customers bought a
product, but did they recommend us? It’s a
higher bar and a different standard.
BILL MACAITIS, CMO & CRO

14. HOW
Don’t overcomplicate
the sale.

15. > Employ a bottoms up approach
> Get your compensation plan right
Don’t overcomplicate the sale

16. “We don’t have any marketing or sales; we
never “push” anyone to use Expensify. We just
build the best product we can, then people
sign up, use it, and tell their friends.
DAVID BARRETT, FOUNDER & CEO

17. At some point, you may start to move up market. Do
not fall into the trap of assuming the same style of
selling will scale with you.

18. Implementing an
Effective PLG Strategy
for Faster, More Cost
Effective Growth
Visit openview.vc/PLG-playbook
GET THE PLG PLAYBOOK