Franciska Dethlefsen - Driving Growth

Transcript

1. Driving Growth: A Realistic Guide to Product-Led Sales
2. © 2023 Amplitude Inc. Confidential. All Rights Reserved. Who am I? Head of Growth Marketing @ Amplitude Head of Growth @ Iteratively Head of Demand Gen @ Snowplow Analytics GTM Advisor to early-stage startups (Metaplane, Metaphor, DevZero) Reforge Alumni x 3 4+ years in venture capital Franciska Dethlefsen
3. • Product-led growth • Freemium acquisition • How will this product help me? (end user) The way companies buy software has changed The rise of PLG • Sales-led growth • 6-7 figure deals • Steak dinners and bottom-line talk • Marketing-led growth • Cheaper to build, “rent” software • Inbound marketing Source: OpenView 1980 – 2000 2000 – 2020 2020 – 2020
4. Growth model mix across the journey The rise of PLG Acquisition Retention (activation + engagement) Monetization Product-led Marketing-led Sales-led * * * * * * * * *
5. Product-led sales is a monetization tactic that focuses on generating revenue from your existing user base, leveraging product signals What is Product-led Sales (PLS)? What is PLS?
6. Product-led sales drive efficiencies in your funnel Why PLS? MQL < PQL 5x conversion rate
7. More pressure on the product journey PLS requirements Acquisition Retention (activation + engagement) Monetization Signup Traffic Activate Usage Convert Expand Activate Usage
8. We can’t have a free plan… or can we? PLS comes in different flavors • The case for Free → unlocks acquisition & monetization • MVP: Free trial, Sandbox, POCs • Really not ready? Focus on expansion first
9. Is sales-led growth dead? 💀💀💀 PLS is not a replacement for sales Product-led growth Sales-led growth Product-led sales Self-serve Sales-assisted Sales-guided Source: Pocus
10. Product-led sales at Amplitude
11. Use product signals to uncover customer needs PLS at Amplitude
12. Understand the behaviors that drive conversion PLS at Amplitude
13. Monetization awareness is built in PLS at Amplitude
14. Product-led sales is a team sport PLS at Amplitude Product In-product monetization awareness, build journeys to support monetization-ready actions Marketing Build out PQA scoring and product signals, manage all product campaigns, interface btw Product and Sales Sales Work to close them deals, proactively find opportunities using data, feedback loop with Marketing Revenue Ops Assignment of new accounts, lead scoring and routing, visibility for Sales in existing workflows $
15. Thank you!