The ultimate guide to product-led sales | Elena Verna

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Elena Verna is a leading growth expert with over 15 years of experience in tech. She was SVP of Growth at SurveyMonkey and interim CMO at Miro, where she built high-performing teams that drove significant growth. She recently served as interim Head of Growth at Amplitude and currently advises and is a board member for early-stage startups. In today’s podcast, we discuss:

• What product-led sales is

• How product-led sales differs from product-led growth

• Unpacking common acronyms: PQAs, PQs, PQLs, and MQLs

• When and how to consider investing in PLS

• Metrics for identifying qualified accounts

• The team, data, and tooling required for implementing PLS

• Common pitfalls to avoid when adding PLS

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Find the full transcript at: www.lennyspodcast.com

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Where to find Elena Verna:

• LinkedIn: www.linkedin.com

• Twitter: twitter.com

• Newsletter: elenaverna.substack.com

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Where to find Lenny:

• Newsletter: www.lennysnewsletter.com

• Twitter: twitter.com

• LinkedIn: www.linkedin.com

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In this episode, we cover:

(00:00) Elena’s background and what she’s doing now

(07:13) Product-led sales (PLS) vs. product-led growth (PLG)

(12:47) How sales solutions can be applied to enterprise-level problems

(15:06) Defining enterprise-level problems 

(17:51) How product-led companies start with PLS

(20:30) When to add sales

(22:36) Two ways to get to PLS

(24:27) Why every sales-led-growth company needs to add PLG

(26:50) Two ways you can own revenue

(28:37) PQAs, PQs, PQLs, and MQLs

(37:17) How to get started adding PLS

(42:01) Metrics to identify PQAs

(47:00) Why sales should be carefully applied 

(49:07) Systems, infrastructure, and tooling

(50:59) The people and resources required for PLS

(53:42) Why you should have a clear ROI for every new hire

(55:05) Why product needs to be accountable for monetization with PLS

(59:57) Revenue-based goals product teams should have

(1:06:28) Common pitfalls startups run into when implementing PLS

(1:09:15) Benchmarks and the amount of time needed for implementing enterprise solutions

(1:12:04) Using onboarding to profile users

(1:13:08) Will AI be the next sales movement?

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Referenced:

• Elena’s previous episode on Lenny’s Podcast: www.lennyspodcast.com

• Miro: miro.com

• Figma: www.figma.com

• Elena’s PLS funnel diagram: www.linkedin.com

• Elena’s memes: www.elenaverna.com

• Mixpanel Signal reports: mixpanel.com

• Amplitude Compass chart: help.amplitude.com

• Looker: www.looker.com

• Tableau: www.tableau.com

• Salesforce: www.salesforce.com

• HubSpot: www.hubspot.com

• Marketo: nation.marketo.com

• Waitlist for PLG course on Reforge: www.reforge.com

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Production and marketing by penname.co. For inquiries about sponsoring the podcast, email podcast@lennyrachitsky.com.

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Lenny may be an investor in the companies discussed.