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The ultimate guide to product-led sales | Elena Verna

23 Apr 2023 17 published claims 2 attributable people
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Speakers in the public record

Lenny RachitskyElena Verna

Claim mix

evaluation 6belief 5recommendation 3uncertainty 1prediction 1commitment 1

Evidence policy

Every row below preserves an exact excerpt. Identified speakers are linked; unresolved voices are labeled and excluded from people counts.

Claim ledger

The useful parts, with receipts.

17 published records

02 / belief

Obviously that includes a lot of individual contributor work that you have to do in the area potentially that is not comfortable, but that's the fastest way to grow in your career, so I think that's a necessary step for a successful execution.

“Obviously that includes a lot of individual contributor work that you have to do in the area potentially that is not comfortable, but that's the fastest way to grow in your career, so I think that's a necessary step for a successful execution.”
Speaker
Elena Verna
Publisher
Lenny's Podcast

03 / belief

I don't think you'll notice it right away, but over time I think people become blind to channel communication if it's not applicable to them because, "Fool me once, shame on you.

“I don't think you'll notice it right away, but over time I think people become blind to channel communication if it's not applicable to them because, "Fool me once, shame on you.”
Speaker
Elena Verna
Publisher
Lenny's Podcast

04 / belief

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.

“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.”
Speaker
Elena Verna
Publisher
Lenny's Podcast

05 / belief

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.

“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.”
Speaker
Elena Verna
Publisher
Lenny's Podcast

07 / uncertainty

I don't know if I would start there right from the beginning unless you actually understand the data because buying a platform will not bridge the gap for you understanding what actually matters in your data.

“I don't know if I would start there right from the beginning unless you actually understand the data because buying a platform will not bridge the gap for you understanding what actually matters in your data.”
Speaker
Elena Verna
Publisher
Lenny's Podcast

10 / prediction

Velocity is the trickiest one just because we don't have a very easy way to measure velocity in our transactional data, but it's actually one of the most powerful one that triggers the right timing for the involvement because the change in velocity either number of users being added or events being sent or storage that is being utilized is usually a fantastic predictor.

“Velocity is the trickiest one just because we don't have a very easy way to measure velocity in our transactional data, but it's actually one of the most powerful one that triggers the right timing for the involvement because the change in velocity either number of users being added or events being sent or storage that is being utilized is usually a fantastic predictor.”
Speaker
Elena Verna
Publisher
Lenny's Podcast

11 / evaluation

However, what product-led sales assumes is that there is an escalator to an enterprise-level solution, and enterprise escalator is valuable to attach sales resources to because products fundamentally do a really bad job at communicating enterprise-level value prop.

“However, what product-led sales assumes is that there is an escalator to an enterprise-level solution, and enterprise escalator is valuable to attach sales resources to because products fundamentally do a really bad job at communicating enterprise-level value prop.”
Speaker
Elena Verna
Publisher
Lenny's Podcast

12 / evaluation

They have faster turnaround time and our product is performing better. That's an enterprise-level value prop and, again, we're, I think, in the product development space gotten a little bit lazy of actually showcasing that enterprise value in product.

“They have faster turnaround time and our product is performing better. That's an enterprise-level value prop and, again, we're, I think, in the product development space gotten a little bit lazy of actually showcasing that enterprise value in product.”
Speaker
Elena Verna
Publisher
Lenny's Podcast

14 / evaluation

Now, leads are those buyers. They're those decision-makers in the account, and if you have a smaller segment, so for example you had more in small businesses or lower end of mid-market segment, you may very have PQLs in there because user is maybe equals buyer.

“Now, leads are those buyers. They're those decision-makers in the account, and if you have a smaller segment, so for example you had more in small businesses or lower end of mid-market segment, you may very have PQLs in there because user is maybe equals buyer.”
Speaker
Elena Verna
Publisher
Lenny's Podcast

15 / evaluation

" I think we all in tech, and I specifically point a finger at my industry in B2B industry, just got a little bit complacent with revenue ownership from product side.

“" I think we all in tech, and I specifically point a finger at my industry in B2B industry, just got a little bit complacent with revenue ownership from product side.”
Speaker
Elena Verna
Publisher
Lenny's Podcast

16 / evaluation

Self-serve monetization has a cap of about $10,000. That's just how much we're able to process on the credit cards before they start getting flagged and declined by the banks and how much we as a consumers and prosumers are even willing to put on our credit card because not all credit cards have limits of over 10, 20, 30, $40,000.

“Self-serve monetization has a cap of about $10,000. That's just how much we're able to process on the credit cards before they start getting flagged and declined by the banks and how much we as a consumers and prosumers are even willing to put on our credit card because not all credit cards have limits of over 10, 20, 30, $40,000.”
Speaker
Elena Verna
Publisher
Lenny's Podcast

17 / commitment

I'm passively exploring if I'm going to take another interim position, but between interim roles I always take about six to eight months of break because interim rolls are very intense because there's so many deliverables that are loaded in in the first year that you're working at the company, so I'm just advising.

“I'm passively exploring if I'm going to take another interim position, but between interim roles I always take about six to eight months of break because interim rolls are very intense because there's so many deliverables that are loaded in in the first year that you're working at the company, so I'm just advising.”
Speaker
Elena Verna
Publisher
Lenny's Podcast
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