Elena Verna: belief

Transcript context

…Awesome, and we're going to talk about how to actually build this infrastructure and what's required, but it reminds me one of the biggest takeaways from our first podcast and something I've quoted many times now, is your bet that every sales-led growth company needs to add a product-led growth element. Otherwise, they'll be disrupted by someone that does. Is that still your perspective? Absolutely. Now, I think there's different stages of, what does it mean to add product-led growth elements? I think every sales-led company should be putting pressure on product to assist with the sales process. That does not mean that there is product-led growth, but there is a product assist in the existing sales-led motion that can materialize into product-led growth if you can truly solve for self-serve activation, self-serve engagement, and have product be able to sell itself. The biggest difference here that starts to come in, and that is so apparent in every single company, is that in B2B, unfortunately, we've let go of the products having accountability over monetization model. We've gotten into the spiral of product just builds a product and it throws it over the fence to marketing and sales to sell. Marketing and sales have done an incredible job over the last couple of decades of coming up with these stories and elaborate playbooks of how to attract enterprise buyers and how to sell them this product. Product literally only obsesses after contract is closed and there's usage that starts materialize after contract close. We've alleviated our product management in B2B from monetization ownership. When a SLG company actually goes into product-assisted tactics or product-led growth, the biggest pain point is actually educating product team on how can you get product to sell itself, which is all about monetization awareness, monetization friction of conversion to get into the paid plan, and then having actual correct value metrics that are understood self-serve by the customer. I mean, yes, I agree with you. Every single... I agree with myself, so I should say that every single sales-led company should at least add some product-assisted tactics, but I would even take it further that every sales-led company should start educating and putting pressure on the product to own monetization components of the business. Let's pull on that thread a little bit more. What does that actually look like? Does the head of product for that or the head of product or specific group PMs, let's say, have revenue goals and responsible for P&L and things like that? Or what does that generally look like when they start to own revenue?…

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