Elena Verna: belief

Transcript context

…When you say accountable, what does that actually look like? Is it like their OKRs have certain goals around, "Here's how many PQAs you're driving?" Is it a number? What does accountable mean in this- I think so. Every product has some sort of goals and they definitely should have goals on keeping healthy, engaged user base. They should definitely have goals in terms of maybe feature utilization or customer satisfaction, but what I'm saying is to have also some sort of monetization goals. What that is for each company, I think, differs depending on their level of comfort and how close they are to revenue capture mechanism. Let's say at Miro, our head of growth product had a self-serve revenue target on her back. She drove it. She had revenue goal that she had to hit in product and she shared marketing because I ran marketing in that company. We shared a pipeline goal creation because pipeline cannot be created without marketing, too. Marketing will need to educate. Marketing will need to find the buyer. Marketing will need to do accounts-based marketing in order to attract the buyer and connect it with the usage. Product and marketing now pull together to create the pipeline and give it to sales, but product can no longer sit on this island as a feature factory. It only works with the top-down sales organizations, which, as I said, I think are going to be heavily disrupted over the next 10 years with value-first product-led growth. This is another hilarious meme that you shared on your LinkedIn, so another reminder, go check out Elena's LinkedIn with this hilarious meme of product teams being presented, "Hey, you're going to own some revenue targets." They're like, "Oh no." Yeah, exactly.…

Stored transcript either side of the excerpt. The highlighted words are the published quote; the surrounding text is unedited source, never generated.