Product-Led Growth in B2B Sales with Oliver Jay

Oliver Jay is a former Chief Revenue Officer of Asana and an
advisor and leadership coach for various companies.


In this conversation with John McMahon, Oliver Jay discusses the
concept of product-led growth (PLG) and its impact on B2B sales.
PLG is a methodology that focuses on using the product as the
primary conduit for acquiring users, driving sales, and retaining
customers. Oliver explains that PLG is effective for certain
personas and products, but it requires careful planning and
consideration as companies scale. He also highlights the
importance of understanding the buyer's perspective and the need
to articulate the value of the product in terms of revenue,
profitability, and risk.


ADDITIONAL RESOURCES


What CROs Prioritize to Scale PLG Success:
https://forc.mx/3LaTFPE

Navigating Product-Led Growth COmplexities:
https://forc.mx/44CnwaB



HERE ARE SOME KEY SECTIONS TO CHECK OUT


[00:01:29] Oliver Jay's background and experience in PLG
[00:06:41] Different models of PLG: self-service, product-led
sales, freemium
[00:07:59] Factors to consider in choosing the right PLG
model
[00:09:40] Steering customers towards the best PLG model
[00:11:33] The benefits and ease of managing trials in PLG
[00:13:02] Time to value as a key consideration in PLG model
choice
[00:13:46] Differentiating products for PLG vs. non-PLG.
[00:23:19] Combination of PLG and sales-led growth for enterprise
sales.
[00:24:42] Building a multi-layered PLG business.
[00:25:42] Challenges of transitioning to a traditional sales
motion.
[00:32:40] Major elements of a PLG system
[00:48:23] PLG companies need to break down into granular
components
[00:56:46] Importance of product market fit for SLG
[00:57:30] Selling to users vs. selling to buyers
[00:58:56] Adding SLG motions is hard for PLG companies


HIGHLIGHT QUOTES


[00:03:27] Oliver Jay: "PLG is an elegant model that uses the
product as the primary conduit for acquiring users, driving
sales, and increasing retention."
[00:39:59] Oliver Jay: "PLG companies should view their
self-serve and product-led sales teams as part of the same
funnel, not as separate entities."
[01:00:50] Oliver Jay: "PLG companies need to be aware that
outbound sales is rarely the remedy to growth and should only be
pursued when there is product-market fit for a top-down sales
motion."


Learn more about Oliver Jay through this
link.
LinkedIn: https://www.linkedin.com/in/oliverjayleadership/


Check out John McMahon’s book here:
https://www.amazon.com/Qualified-Sales-Leader-Proven-Lessons/dp/0578895064