The Sales Playbook That Turbocharged Outreach from $0 to $200M ARR
Our November NY Enterprise Tech Meetup focused on a topic we’re particularly passionate about at Work-Bench: enterprise sales and go-to-market tactics.
This month, Work-Bench, OpenView, Primary Venture Partners and Lerer Hippeau hosted the second of its four-part SaaS Growth Camp — a workshop and AMA series for the firms’ portfolio companies tailored to the complex ideas behind SaaS growth and go-to-market strategies. While the first session dove into the world of pricing and packaging, our second session focused on how to build a Product Led Growth (PLG) mentality from the ground up with Sam Richard, Director of Growth at OpenView.
First, it’s important to know: What is PLG? And what successful SaaS companies are already utilizing this framework?
Product led growth (PLG) is an end user-focused growth model that relies on the product itself as the primary driver of customer acquisition, conversion, and expansion.
At its core, PLG aims for a natural rate of growth based on the customers’ journey through product. Millions of customers are driven to use the products above not only because the product itself is free, but because there are a number of product-focused go-to-market strategies built into the companies’ DNA.
Here is the five step framework that makes up a great PLG business:
The discovery phase can be defined as the way the user finds your product and there are three primary methods in which to do this:
The start phase is a bridged connection between discovery and the actual use of your product. Here your users will say “alright, I’ll sign up and give this a try,” so nailing your product and website messaging are critical at this stage. Here are four tips on how to do this:
*This step is the key to the growth engine of all product-led success!
The activation phase is the moment your product delivers on the value that you promised. It’s also sometimes referred to as the “aha moment” when a user understands why they would actually want to use your product.
In order to have a smooth activation, make sure it’s easy to achieve by the average user, can be completed relatively quickly, predict user retention, and correlates to business performance (aka make sure you can prove ROI for them to pay and ultimately expand).
According to OpenView’s research, browser extensions see the most successful activation rates (>50%) given their simplicity and repeatability. Single-user products (~40%), team products (20%), and multi-user products (20%) follow behind.
During the conversion phase, it’s time to start thinking about how many users are actually paying for your product. In today’s market, it’s hard for a product to stand out solely based on a free offering, given it’s so commonplace. So how do you create a hook? Spice up a free offering by creating more nuanced options, including:
Here, pricing and packaging is going to be a key driver of success. But make no mistake — it’s still important to hire an early sales leader / sales team to help drive PLG strategies. OpenView found that PLG companies with no free version had 92% sales assisted growth and even companies with a free version had 47% sales assisted growth.
Once you have a paying user, your work isn’t done. Now your job is to focus on user retention and user expansion.
However, if you’re a customer success team, what do you prioritize? In the early days, churn can be the most harmful, so start there. The important thing to remember is that even if two companies are converting users at the same rate, if only one is successfully handling retention, at the end of the day, that company will be the long-term winner. While no company can retain 100% of their users, make sure to fill your leaky buckets so the vast majority stick around. From there, make sure a small subset of users are expanding to higher tier pricing or other features.
Thank you to Sam Richard for all her insights for this blog post.
For more tactical guides, check out our Enterprise Playbook Series, which provides founders with the tactical knowledge needed to successfully go-to-market and build a world-class enterprise software company.