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The Product-Led Sales Podcast

The Product-Led Sales Podcast brings together the world's best leaders in sales, GTM ops, customer success, and revenue, to share their insights around closing deals and growing revenue at product-led companies! 🚀

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Uncommon lessons scaling Hubspot from seed to IPO | Mark Roberge, Founder & MD of Stage 2 Capital, former CRO of Hubspot

Most traditional SaaS companies will not successfully pivot to PLG.They will disrupted by PLG challengers just like on-prem companies vs the cloud.This was a surprising learning in our latest podcast episode. Mark Roberge runs Stage 2 Capital and was CRO at HubSpot. He's seen how hard it's been for many top-down companies to try to go bottoms-up.  Listen to the episode to understand:Why it's so hard to pivot into PLGThe only way to survive the transition if you are dead set on becoming PLGHow to develop your PLG go-to-market tech stack and why growth stage companies are better off buying tech rather building in-houseFollow Mark on Linkedin for more such content. Also check out Stage 2 Capital's Accelerator programme that just launched! Visit our Product Led Sales blog for more insights, and follow HeadsUp on Linkedin. If you have questions for me about PLG, growth, or marketing, here's my Linkedin. 

29mins

3 May 2022

Rank #1

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How Very Good Security made PLG its competitive edge | Mahmoud Abdelkader, Co-Founder & CEO of Very Good Security

Very Good Security isn't Mahmoud Abdelkader's first rodeo.Learn how he helped build a Series C PLG powerhouse.VGS is the 3rd startup Mahmoud has worked on, and it was born out of a pain point he faced when building out Balanced Payments, a fintech startup.From day 1, Mahmoud knew that he had to make the product as self-serve as possible, since he was selling to developers.In our interview, we discussed:How VGS develops a deep knowledge of their customers (every startup is 'customer-obsessed', but VGS really goes the extra mile!)What Mahmoud means when he says PLG is really about 'customer-driven adoption'What were the pitfalls they encountered as they scaled the GTM motion

30mins

19 Apr 2022

Rank #2

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Perpetua’s approach to building an outstanding user experience | Joe Rideout, Co-President at Perpetua

Joe Rideout grew Perpetua from the founding team to 100+ employees. Along the way he tried lots of initiatives to improve their self-serve engine.Which were the most impactful ones?We interviewed him to find out! Listen to the full episode (link in comments 🔻) to hear about how PerpetuaPerfected their self-serve and onboarding flowBuilt a referral program that generated tons of customersFigured out a usage-based pricing model that works!Connect with Joe on Linkedin for more information.Visit our Product Led Sales blog for more insights, and follow HeadsUp on Linkedin. If you have questions for me about PLG, growth, or marketing, here's my Linkedin and Twitter. 

32mins

12 Apr 2022

Rank #3

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Expanding into a new market via an internal startup | Vojtech Boril, VP of Growth & Marketing at Kontent by Kentico

Are most startups one-hit wonders?Find out how Kontent by Kentico engineered a second act.Kentico Software was established in 2004 and Kontent by Kentico is their Enterprise headless CMS that was initially founded as an internal startup 7 years ago. Incubating products internally may not be very common, but this one was wildly successful.Vojtech Boril came onto the podcast to share how companies can develop adjacent products and write a successful second chapter to its growth story. How do you come up with a good idea for the next problem your company should solve? Should you run the 2 products as one company or keep them separate? When do you even consider this strategy?Listen to this episode to find out!Connect with Vojtech on Linkedin for more information.Visit our Product Led Sales blog for more insights, and follow HeadsUp on Linkedin. If you have questions for me about PLG, growth, or marketing, here's my Linkedin and Twitter. 

27mins

28 Mar 2022

Rank #4

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How LaunchDarkly equips its Sales and CS teams with PLG signals | Sydney Ziegler (Customer Success), Kevin Gemulla (Sales), Joe Ryan (Chief of Staff - Revenue), LaunchDarkly

'PLG signals' sound complicated. They don't have to be.Want to find out LaunchDarkly about how they use them in their GTM?Check out our latest podcast episode, featuring 3 core members of the LaunchDarkly PLG team!We spoke to Joe Ryan (Chief of Staff of Revenue), Kevin Gemulla (Sales), and Sydney Ziegler (CS) to get a deep dive into all things PLG at LaunchDarklyThis was an amazing interview packed with takeaways, such as:How LaunchDarkly thinks about #productledgrowth and what distinguishes its approachHow to identify PLG signals - who needs to be involved, what the tech stack looks likeHow to practically deploy these signals into Sales and CS teamsConnect with Sydney, Kevin, and Joe on Linkedin for more information.Visit our Product Led Sales blog for more insights, and follow HeadsUp on Linkedin. If you have questions for me about PLG, growth, or marketing, here's my Linkedin and Twitter. 

35mins

17 Mar 2022

Rank #5

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PLG secrets to drive monetization and expansion | Rajan Sheth, Partner at Hypergrowth, fmr VP of Growth and Self-Service at JumpCloud

What took JumpCloud to $2b and Heroku to millions of users?We recorded a podcast episode that gives you a glimpse.Rajan Sheth led growth at both JumpCloud and Heroku, and is currently a Partner at HyperGrowth Partners.He's been working on PLG before anyone called it 'PLG'.Most companies are still dipping their toes into product-led motions or trying to figure out the playbook. So it was a great opportunity to speak to someone who's seen the movie many times.Have a listen to this episode to find out:Why you should always start your monetization efforts by looking into engagementWhat monetization looks like at the early-stage, growth-stage, and beyond!How to hire and build out a world-class growth team

33mins

16 Mar 2022

Rank #6

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How to survive on 2 sellers while serving tens of thousands of users | Alex Younes, Enterprise Business Lead at Dovetail

When Alexander Younes first joined Dovetail, it was a dozen-strong.Less than 2 years later, they just raised a $60m series A.In the early days, demand was exploding, with tens of thousands of users in their product. Yet their revenue team had only a handful of people.How did Dovetail stay incredibly disciplined and efficient, and what can we learn from them when creating our own revenue teams?Listen to this episode to find out!We talked about how Alex thinks about sales efficiency, how to funnel enterprise customers to self-serve instead of talking to sales, and why even optimizing your legal documents can help your product led growth.Connect with Alex on Linkedin for more information.Visit our Product Led Sales blog for more insights, and follow HeadsUp on Linkedin. If you have questions for me about PLG, growth, or marketing, here's my Linkedin and Twitter. 

29mins

14 Mar 2022

Rank #7

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Shogun's CRO on how you should structure your revenue org | Kristen Habacht, Chief Revenue Officer at Shogun

"How do I think about org in productledgrowth?"We've had many listeners ask us about this. So we are sharing a masterclass in all things org!Kristen Habacht is a PLG veteran. Before joining Shogun as CRO, she led revenue teams in Atlassian and Trello.Having seen so many flavors of org structures, and designed revenue orgs herself, she's super qualified to teach us about all the tough choices and trade-offs.Listen to this episode if you are part of a growing revenue team.Topics we covered include:What are the most gnarly questions when it comes to org structures?Org is all about trade-offs. There is no perfection. So what are the key trade-offs to think about?What should the revenue org look like at $10m ARR, $50m ARR, and beyond that?The common mistakes people make when it comes to orgKristen's path to being CRO and how to chart your own progression in revenue leadershipConnect with Kristen on Linkedin for more information.Visit our Product Led Sales blog for more insights, and follow HeadsUp on Linkedin. If you have questions for me about PLG, growth, or marketing, here's my Linkedin and Twitter.

33mins

9 Mar 2022

Rank #8

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Who says you can’t do both outbound sales and PLG? | Jim Norton, Chief Revenue Officer at Flowcode

Should product-led companies still do cold outbound?Many might be skeptical, but Flowcode is proving that it works.Jim Norton, Flowcode's CRO, came onto the show to talk about how Flowcode runs both a popular self-service tool and a direct sales team in parallel.Flowcode is an extremely popular QR-code creator used by both restaurants and huge enterprises like GoDaddy and Sotheby's.The company has always had a strong sales DNA, and has managed a fine balancing act between being product-driven, and customer-focused through its outbound sales.Check out this episode to hear about:Jim's take on Coinbase's QR code Superbowl adWhy it sometimes makes sense to have both direct sales and PLG under one roof, and how to know if that's right for your teamWhat role Flowcode's self-serve product plays in relation to its large enterprise deals

30mins

7 Mar 2022

Rank #9

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Can you really get away with zero outbound sales or marketing? | Christopher Reuter, Head of Growth at Prefect

When it comes to product-led growth, Prefect is as purist as it gets. It does no promotional sales or marketing - even to its free users!Christopher Reuter is Prefect's Head of Growth, and one of the most PLG-inclined people I've spoken to.If you are looking for PLG content that gets really specific and tactical, this episode is not to be missed.Why listen? Here're all the topics Chris dropped some truth bombs around:How to know if your customers are respond to direct sales, or if you should let content and community do the heavy-liftingWhy many companies eventually have to layer on sales-led motions, and when to do soHow to monetize an open-source user base, and what unique data challenges open source companies faceWhy Prefect turned off its ads and what was the impactWhat's a 'pairwise matrix' and how he uses it to measure activation

25mins

4 Mar 2022

Rank #10