In this insightful episode of the Product Weekend Podcast, Moita and Tojal meet Franciska Dethlefsen, the Head of Growth Marketing at Amplitude. She delves into her evolution from a marketeer to a product manager and eventually a growth expert.

The discussion is mostly around product-led growth approaches, including the contentious topic of whether to publicly share pricing. Franciska elaborates on the necessary shifts in skills, tools, mindset, and strategy to effectively implement product-led growth.

The episode further explores the impact of these changes on metrics, how to balance self-serve models with traditional sales motions, and the suitability of product-led growth for different companies. Franciska also shares her insights on the role of a product manager in understanding and influencing growth.

Find Franciska on LinkedIn:

https://www.linkedin.com/in/franciskadethlefsen/

Find out more about Product Weekend:

https://theproductweekend.com/

Timestamps:

(00:00) Highlight

(02:11) Franciska's recent weekend and background

(08:26) Marketeer to Product Manager to Growth expert

(11:51) Advisory work on GTM

(14:08) Motivation to try a Product-led approach

(19:54) Sharing prices publicly (or not)

(23:11) Changing the skills and tools, mindset and strategy for PLG

(26:07) Implementing the strategy and making change interatively

(28:21) Creating monetization awareness

(29:26) Finding the right price point

(31:53) Impact from the change and success metrics

(35:26) Ensuring self-serve doesn't hurt sales motions

(37:15) PLG is not for every company

(39:20) Understanding and impacting Growth as a PM

(40:52) Sprint Questions

(42:12) Release Notes