@marketingoreo: A common mistake is seeing the hyper-growth of some businesses and thinking: "Oh, we just need to do what they're doing". That's a trap. Because it thins out the context specific for your product. Execs are getting confused between sales-led growth versus product-led growth. Product-led growth means that your product is the primary driver for customer acquisition. Think about Slack, Dropbox, or Intercom. You saw the product, you experienced it, you saw benefit, and you started using it. There was no sales rep as the barrier to you trying it out. The genius is that it's shifted the focus from decision-makers, the ultimate economic buyer, to the end user. The person who'll actually experience and thus advocate for the business to invest in the solution. If: • Your end user is clearly defined • They can sign up easily • You've got good UX • They can experience value in less than 30 minutes of using the product Then you've probably got something good going. Sales-led growth, on the other hand, doesn't mean the product isn't front and center. It means the sales rep is. You have to go and chat to a human in order to get access to the product, get a personalised demo, and see if the product is right for the problem you're trying to solve as a user. Sales-led growth is the traditional trajectory: leads generated from marketing go to sales, and then they're led into a conversion event. This isn't new and it's not flashy, but in the right context, it can be effective. By right context, I mean higher annual contract values and a complex sales process. Large buying committee. And most importantly, the value of the product can't be experienced properly without a proof of concept in place. What's interesting is there's a new hybrid. Product-led sales. PLS is the strategic middle child of product-led growth and sales-led growth. Someone's come through a product-led motion to start engaging or using your product, and based on the engagement happening in the product, you can identify who is a more engaged and probable prospect for sales to reach out to. You're really figuring out who has high intent and a higher propensity for conversion, which means you'll get much more efficiency on deploying sales resources by leveraging behavioural data. You need to determine which model is suitable for your specific context, taking into account your audience, UX journey time-to-value, and the competitive landscape you're operating in. Don't make blind decisions and follow the herd. #ProductLedGrowth #SalesLedGrowth #GoToMarketStrategy #SaaSMarketing #GrowthModels

Oren Greenberg

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Tuesday 17 June 2025 15:32:28 GMT