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Elena Verna is a leading growth expert with over 15 years of experience in tech. She was SVP of Growth at SurveyMonkey and interim CMO at Miro, where she built high-performing teams that drove significant growth. She recently served as interim Head of Growth at Amplitude and currently advises and is a board member for early-stage startups. In today’s podcast, we discuss:
• What product-led sales is
• How product-led sales differs from product-led growth
• Unpacking common acronyms: PQAs, PQs, PQLs, and MQLs
• When and how to consider investing in PLS
• Metrics for identifying qualified accounts
• The team, data, and tooling required for implementing PLS
• Common pitfalls to avoid when adding PLS
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Find the full transcript at: https://www.lennyspodcast.com/the-ultimate-guide-to-product-led-sales-elena-verna/#transcript
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Where to find Elena Verna:
• LinkedIn: https://www.linkedin.com/in/elenaverna
• Twitter: https://twitter.com/elenaverna
• Newsletter: https://elenaverna.substack.com/
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Where to find Lenny:
• Newsletter: https://www.lennysnewsletter.com
• Twitter: https://twitter.com/lennysan
• LinkedIn: https://www.linkedin.com/in/lennyrachitsky/
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In this episode, we cover:
(00:00) Elena’s background and what she’s doing now
(07:13) Product-led sales (PLS) vs. product-led growth (PLG)
(12:47) How sales solutions can be applied to enterprise-level problems
(15:06) Defining enterprise-level problems
(17:51) How product-led companies start with PLS
(20:30) When to add sales
(22:36) Two ways to get to PLS
(24:27) Why every sales-led-growth company needs to add PLG
(26:50) Two ways you can own revenue
(28:37) PQAs, PQs, PQLs, and MQLs
(37:17) How to get started adding PLS
(42:01) Metrics to identify PQAs
(47:00) Why sales should be carefully applied
(49:07) Systems, infrastructure, and tooling
(50:59) The people and resources required for PLS
(53:42) Why you should have a clear ROI for every new hire
(55:05) Why product needs to be accountable for monetization with PLS
(59:57) Revenue-based goals product teams should have
(1:06:28) Common pitfalls startups run into when implementing PLS
(1:09:15) Benchmarks and the amount of time needed for implementing enterprise solutions
(1:12:04) Using onboarding to profile users
(1:13:08) Will AI be the next sales movement?
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Referenced:
• Elena’s previous episode on Lenny’s Podcast: https://www.lennyspodcast.com/elena-verna-on-how-b2b-growth-is-changing-product-led-growth-product-led-sales-why-you-should-go-freemium-not-trial-what-features-to-make-free-and-much-more/
• Miro: https://miro.com/
• Figma: https://www.figma.com/
• Elena’s PLS funnel diagram: https://www.linkedin.com/posts/elenaverna_b2b-product-led-sales-guide-activity-7052664130763206658-yxLK/?utm_source=share&utm_medium=member_desktop
• Elena’s memes: https://www.elenaverna.com/memes
• Mixpanel Signal reports: https://mixpanel.com/blog/mixpanel-signal-launch/
• Amplitude Compass chart: https://help.amplitude.com/hc/en-us/articles/235147347-The-Compass-chart-discover-your-users-a-ha-moments
• Looker: https://www.looker.com/
• Tableau: https://www.tableau.com/
• Salesforce: https://www.salesforce.com/
• HubSpot: https://www.hubspot.com/
• Marketo: https://nation.marketo.com/
• Waitlist for PLG course on Reforge: https://www.reforge.com/programs/product-led-growth
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Production and marketing by https://penname.co/. For inquiries about sponsoring the podcast, email podcast@lennyrachitsky.com.
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Lenny may be an investor in the companies discussed.