Jira's mad 🔥 High Intent
Secrets behind ClickUp's growth to 8 million users.
Did you miss it?
Catalyst is going all in on LinkedIn as an acquisition strategy.
Cool to see major players (Gong being the OG, Clari, Catalyst, Lavender.ai) using LinkedIn as a predictable revenue stream.
Anyway, here’s what you missed in PLG in the last 2 weeks👇
🚀 The guide to Product Influenced Revenue (PIR)
😍 How to do Product-led marketing at scale
🧑💼 The Product-led Growth for Sales-Led Guide
❌⭕ The Ultimate Guide to Product-Led Sales Plays
🦄 Inside ClickUp’s Journey to 8 Million Users
Scroll to the end for 🏈 Play of the week, 🎁 Cheat sheets & templates, 📊 New data, 🎧Podcasts, 📺Videos and 🔥 Hot conversations.
🚀 The guide to Product Influenced Revenue (PIR)
Why is Product-Influenced Revenue important? In a word, efficiency. Ben Williams shared how to measure the total ARR from product before any sales interaction.
Source: PLGeek
So how do you leverage PIR and put it into practice? Ben provided a few pointers:
Cohort PIR: First, you can cohort PIR to compare period to period to help you assess the efficacy of your efforts to improve the metric over time.
Segmenting other metrics (renewals, expansion, NPS) by PIR allows you to create a more nuanced and actionable understanding of the performance of your PLG motion.
Net new PIR: you can subset your PIR analysis by just net new revenue to more accurately assess how the product and PLG motion is supporting new logo acquisition.
Time to convert: You can look at the time delta between the meaningful activity milestone and conversion for PIR accounts.
One last tip: this isn’t about taking credit away from sales teams. To that end, your measurement or attribution of PIR should not impact compensation plans.
😍 How to do product-led marketing at scale
Tamara Ceman, Director of Marketing at MarkUp.io, shared with Kyle Poyar the five elements of product-led marketing. Details below 👇
Source: Growth Unhinged
I can’t believe I have to say this out loud, but… product-led marketing is not just a lead-generation engine.
It’s a series of activities peppered throughout the user journey. From the moment someone first realizes they have a need, through key feature adoption, to long after they cancel or leave.
“Go-to-market and stay-in-market are two different strategies.” In product-led environments, marketing has stakes in both.
To achieve exponential growth, a product-led organization needs to:
Make the right data available to the marketing team.
Focus on intent and eliminate the noise.
Layer in the right messaging.
Experiment and triage.
Choose your battles and stay focused.
🧑💼 The Product-led Growth for Sales-Led Guide
PLG doesn’t apply to sales-led companies? Think again. Leah Tharin shares a 5-step plan for sales-led companies to implement a successful PLG distribution.
Source: Leah’s ProducTea
Leah acknowledges that this road is full of many challenges:
The reason is that product-led sales require more things to change for a sales-led organization than for a classical B2C company starting to layer in sales.
You cannot qualify leads based on engagement if you don't understand your individual users well and what makes them care.
You may not have solid user research processes or enough clients to toy around with lots of data.
You have on one hand high-value accounts and now start to add lower-value self-serve customers. This triggers the fear of CAC staying stable (or even increasing) while ACV decreases.
This stretch is counterintuitive and uncomfortable for most companies. You have to trust that there is something good coming from it and it may take multiple quarters on top.
❌⭕ The Ultimate Guide to Product-Led Sales Plays
Plays are a HUGE part of ClickUp, Grammarly, and Hubspot’s bottom-up sales successes. Few know how to get started with Plays. So I wrote this guide. Jist of it ⤵️
Source: Calixa.io
Components of a sales play:
💥 Trigger event: which conditions need to be true to start executing a play.
🧑💻 Persona: which type of user a Play is aimed at.
💬 Sales messaging: which angle to take and what to pitch.
✔️ Actions: A list of tasks to be performed by reps once a Play is initiated.
📃 Templates & resources: resources at the disposition of reps to help them convert the opportunity.
Types of PLG SaaS sales plays
Sales-assist: Get prospects to value quicker and convert them into paying customers.
Expansion (includes upsells, cross-sells, and consolidation): Increase an account’s revenue.
Enterprise: Sales-assist, expansion, and retention playbooks for enterprise prospects.
When should you run a sales play?
—> A sales play should be run when the trigger event occurs AND the account is product-qualified (PQA).
How to find out if plays are working and prioritize them?
—> Track KPIs like Lead-to-opportunity (%) and Closed-won rate (%) from plays.
🦄 Inside ClickUp’s Journey to 8 Million Users
ClickUp grew from $4 million to $100 million ARR in just over two years. OpenView explored the journey with Gaurav Agarwal, ClickUp’s Chief Growth Officer.
Source: Openview
Here’s how the growth function looked throughout different stages:
During the bootstrapping phase, we focused on efficient growth due to limited resources. We heavily utilized organic channels, including web scraping, SEO, and word of mouth.
From Series A to B, we identified product-market fit and invested in performance marketing, leveraging quirky brand videos for viral growth.
During Series B to C, we ramped up performance marketing across our productivity suite. We expanded with a sales team and experimented with product-led sales. We increased and optimized our performance spend like a consumer company.
Throughout each stage, our approach involved building upon previous strategies. We began with a strong foundation of organic content and a viral community. Then, we added layers of performance advertising and brand marketing, allowing our growth tactics to snowball.
🏈 Play of the week
🎁 Cheat sheets & templates
How AI can actually help sales (hint: not writing emails)
The favorite books of 70 GTM leaders
How to bring awareness to your startup’s product
Vanilla ice cream framework for your sales emails
📊 New Data
Stop asking C-Suite questions during calls
Leah Tharin’s product knowledge database
🎧 and 📺
(📺) How to fuel your flywheel by Joe Thomas at Loom
(🎧) Create company-wide strategic narratives with Andy Raskin
🔥 Hot conversations
Patience in Product-Led Sales
Nothing stops a PLG motion more than sensitive data
Catalyst is going all in on LinkedIn
📅 Upcoming PLG events
The only event for product-led GTM (I’ll be there)