How to combine PLG and enterprise sales to improve your funnel • TechCrunch
between variable The ebb and flow of the economy and digital buying preferences, SaaS companies are under tremendous pressure. Many of these companies understand that 80% of their interactions With buyers occur on digital channels. At the same time, they need it increase profitability To meet investor expectations.
The question is: How do they satisfy customers who want self-service while accelerating profitable growth?
While Product-led growth (PLG) is a successful strategy, and many companies will complement these efforts with sales-led growth (SLG), or enterprise sales movement, to move to market or to a specific customer segment. With the right go-to-market (GTM) architecture and efficient use of data, companies can make the most of both strategies to accelerate revenue growth.
When does it make sense to supplement a PLG with an SLG?
Companies typically follow three patterns when it comes to their GTM approach:
It’s important to make sure you distinguish between your rates, your individual plans, and your team and organization plans.
- led product: Focus on the user and their experience with the product as the primary revenue path.
- sales ledTake advantage of traditional marketing and sales methods to reach the buyer or economic decision maker. This approach may be supported by PLG technologies selected to push the user’s invitation.
- hybrid: Combining the best of both worlds, with PLG technologies that generate awareness and advance lead accounts, and sales activities that drive the most revenue.
With PLG, the product needs to make an impact on the user – and do it quickly. After all, a product is the primary means of user acquisition, retention, and expansion. While PLG works best with products that have a certain level of potency, in many cases, you don’t have to choose between SLG and PLG.
For example, Cal Friendly’s sales team often talks with clients about how they can help us scale the platform to make a deeper impact within their organizations. We take a hybrid GTM approach, where PLG provides an important access point to potential accounts, and sales drive enterprise expansion and revenue. As PLG fuels the conversion funnel, sales target end users with influential titles within the primary use case we serve (such as the VP of Sales), where we can drive the most business results and value.