Traditional software organizations have spent the last decade+ adding sales headcount as revenue targets increase, fine-tuning cold calling strategies, and pushing reps "always be closing." But, it’s time to face the harsh reality: the future of a successful go-to-market strategy is product-led. In fact, the most successful IPOs and fastest growing private companies of the past five years all orient themselves around a cost-efficient product-led go-to-market. You have the opportunity to get ahead of the curve and change your sales motion, but only if you commit now to building a product-first organization. In this session, Devon will discuss: - How to adapt your organization to a product-first model - Optimize conversion through stronger prospect engagement with a focus on customer success - Lead your organization internally to make the shift to Product Qualified Leads - Redirect spend and maximize output

1. Devon McDonald
@DevMcDee
SURVIVING IN A
PRODUCT-LED WORLD

2. the expansion stage VC
Based in Boston, we invest in
software companies around
the world aimed at improving
people’s working lives.
ov.vc
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Product-led growth (n):
Instances when product usage serves as the
primary driver of user acquisition, expansion,
and retention.
3

4. Think…
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5. Think…
• Consumerization of IT
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6. Think…
• Consumerization of IT
• Viral growth
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7. Think…
• Consumerization of IT
• Viral growth
• Freemium
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8. Think…
• Consumerization of IT
• Viral growth
• Freemium
• Product qualified leads
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9. Think…
• Consumerization of IT
• Viral growth
• Freemium
• Product qualified leads
• Bottoms-up sales
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Companies that are Product-Led tend to have:
Lower cost of customer acquisition (CAC)
Shorter pay-back periods
Greater life time value of the customer (LTV)
Faster growth rates
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PLG is the new expectation.
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12. PRODUCT LED
COMPANIES FLIP THE
SCRIPT ON EVERY
ASPECT OF THEIR
BUSINESS.
Product Marketing
Pricing Sales
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• Start with real user pain
• Deliver value immediately
• Strip out the uncritical
• Make the product stick
PRODUCT
PRINCIPLES.

14. PRODUCT LED
COMPANIES FLIP THE
SCRIPT ON EVERY
ASPECT OF THEIR
BUSINESS.
Product Marketing
Pricing Sales
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• Enable virality, internally and externally
• Your product is a marketing channel
• Target users, not just buyers
MARKETING
PRINCIPLES.

16. PRODUCT LED
COMPANIES FLIP THE
SCRIPT ON EVERY
ASPECT OF THEIR
BUSINESS.
Product Marketing
Pricing Sales
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• Remove any barriers from initial usage
• Enforce paywalls only after value
• Expand customers with scalable
expansion paths
• Use product data to upsell users
PRICING
PRINCIPLES.

18. PRODUCT LED
COMPANIES FLIP THE
SCRIPT ON EVER
ASPECT OF THEIR
BUSINESS.
Product Marketing
Pricing Sales
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• Everyone is a product evangelist
• Customer success is your north star
• You empower self-service
• Create opportunities for upsell
SALES
PRINCIPLES.

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Are you thinking…
This won’t work with my product / market / business model?
We are not Slack. We are not Dropbox.
We are true enterprise software!
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I bring you Logikcull
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22. • Enterprise Subscription turned
“Pay as you go” Pricing Model
• Tripled Customer Success Team in
2017
• Grew customer base by 500% in
less than 12 months (100% growth
year prior)
• Company maintained a 97%
customer satisfaction score
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23. Get the Product Led Growth
Playbook Now
Implementing an Effective PLG Strategy
for Faster More Cost Effective Growth
download at openview.vc/PLG-playbook
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24. Devon McDonald
@DevMcDee
THANK YOU