Enterprise companies like Salesforce, Oracle and Cisco use sales-led growth to drive revenue and build relationships with potential customers.
Early-stage startups can't afford to rely on traditional sales and marketing, which is where product-led growth (PLG) comes in. Instead of creating slick sales collateral and hiring aggressive go-getters, PLG presents the product itself as the primary driver for customer acquisition, expansion and conversion.
"It's an end-user-based revenue motion," said Laura Schaffer, VP of Growth at analytics platform Amplitude. "So you're trying to ultimately drive revenue growth by focusing on the end user."
I invited her on the podcast to talk about how founding teams with limited resources can build a robust PLG framework that gathers actionable data and drives engagement.
"If you think of payment, it's just a kind of friction. Just like completing a signup is friction. Just like learning a new product is friction," said Laura. "Payment and pricing and charging is just another friction."
Episode breakdown
- Introduction to Laura Schaffer and her background in sales and growth
Defining Product-Led Growth (PLG) as an end-user based revenue motionKey components of PLG: Acquisition, Monetization, RetentionInitial steps for startups adopting PLG with limited resources“There are bad, high-friction questions, and then there's good questions.”Identifying and prioritizing target personas based on user engagementMinimizing bias by focusing on user problems and using quantitative dataStrategies for moving from freemium to paid versions based on engagement signalsUsing free tools like Google Drive and Amplitude for tracking and data collectionTechniques for embedding personas into organizational culture for alignmentAvoiding vanity metrics and ensuring engagement metrics are linked to valueLaura’s advice on maintaining focus and prioritizing effectively for growthLinks
- Laura Schaffer, VP Growth, Amplitude
AmplitudeAmplitude glossary of common termsHow to run painted door tests that don’t piss off your users, CommandBar
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