Reprise VP of Marketing, Jenn Steele Reprise VP of Sales, Grace Tyson

1. Product-led Growth: How to Execute
Across the Full Funnel
Learn from our Mistakes
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Jenn Steele
VP of Marketing
Reprise
@jennsteele
Grace Tyson
VP of Sales
Reprise
@Grace_Tys

2. Metrics that Matter
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Soft Launch Official Launch

3. ● Before PLG
● Holy #(*)#%(QI PLG
● Metrics so far
● Avoiding our mistakes
What to expect
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&@$!#

4. Before PLG
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5. ● Enterprise sales & marketing teams
● Companies with software
● US only
Reprise target market
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6. ● “Inbound” Funnel
○ No gated content
○ Demo request only - goes to
AEs; schedule with Chili Piper
Demand Gen: Double Funnel
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● “Outbound” Funnel (ABM)
○ Assigned target accounts
○ BDR outbounding to them

7. ● Commercial & Enterprise teams
● Traditional sales motion:
Sales: Classic Enterprise Sales
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Discovery Demo Evaluation Procurement YAY!
(They finally get to a free trial)

8. Holy @*%$ PLG
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9. Starter!
● Free version
● Offered on website
● Need to do enterprise
motion to upgrade
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10. ● Why are we doing this?
We’re enterprise.
● Will there be a credit card
transaction?
● What did Product actually
build it to do?
Step 1: Figure out what it is
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11. ● Do we put money behind it?
● Should it be our primary CTA?
Step 2: Figure out how to market it
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12. Step 3: Sales/Marketing/Product flow
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PQL

13. ● Live training on what Starter includes,
how to leverage it in the sales
process, how to follow up w/sign-ups
Target vs. non-target accounts
Qualified vs. unqualified
● Provide sequences and specific
messaging for sales team (call scripts,
Outreach sequences), supported by
marketing automated educational
messages post-signup
Step 4: Train Sales
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14. Step 5: LAUNCH
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15. Metrics so far
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16. Starter signups
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Soft Launch Official Launch

17. TBD on pipeline generation
(we usually have a 4-6 week lag
between MQL & qualified pipe)
Sales-ish metrics slide
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34% conversion
from product sign up to PQL

18. Avoiding
our mistakes
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19. ● Hard deadline
● Wait, what? Funding, too?
1. Beware of product delays
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20. ● Should we or shouldn’t we?
● Product fear
● Pick a direction and GO
2. Stand your ground
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21. ● SO MANY GOTCHAS
● More systems = more complexity
3. Leave time for ops
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22. ● Think through target
accounts more thoroughly
● E.g.; we had signups going
to the wrong team
● We also discovered 3 weeks
in that we forgot to turn on
the “how to” nurture
4. Whoops - demand gen!
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23. ● Natural tension between traditional sales & PLG — and a fear of becoming
obsolete … also fear of this being the path for all their potential customers
instead of them buying from them
● Train them on: PLG can be additive for salespeople and actually make them
MORE effective
● Reassure them: what’s automated, what’s not, SPECIFICALLY what’s
expected of them
● Discuss the WHY and the bigger vision / how this ties in
5. Don’t freak out the sales team
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24. ● Wait...maybe we should have included a credit card sign-up
● Rolling with the punches
6. It’s okay to be “ready, fire, aim!”
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25. ● You can add a free version to the full marketing and sales funnel
● It takes a lot of planning and change management - everything changes
○ Website
○ Demand Gen
○ Product
○ Sales
○ Ops
● You will probably make mistakes
● Learn from our mistakes! Go make new and different ones of your own
In conclusion
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26. THANK YOU
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