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Demystifying Product-Led Growth for Enterprise SaaS

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Travis Kaufman
VP Product Growth at Gainsight
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Global Growth Marketing Conference 2019
December 10, 2019, San Francisco, USA
Global Growth Marketing Conference 2019
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Demystifying Product-Led Growth for Enterprise SaaS
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About speaker

Travis Kaufman
VP Product Growth at Gainsight

Travis is the VP of Product Growth at Gainsight, leading the delivery of product-led growth strategies for Gainsight PX, the Product Experience Platform. Prior to joining Gainsight through the acquisition of Aptrinsic (now Gainsight PX), Travis held leadership roles in marketing, product, and engineering at companies including Marketo, Leadspace and E*Trade Financial. He keeps himself busy chasing his three kids and coaching youth sports.

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About the talk

Track: Product Track

One of the most persistent myths about product-led growth strategies for enterprise SaaS companies is that the product should just sell itself, so you don’t need a sales team. The reality for most SaaS companies out there is that people work in concert with the product to drive growth.  In this session, Gainsight's VP Product Growth Travis Kaufman will share how a product-led growth strategy can be used to compliment your current sales force.

00:04 Introduction

02:25 Conventional wisdom

04:52 Product-led growth applied

06:56 Why is PLG in enterprise SaaS different?

09:45 Does PLG work for enterprise SaaS?

10:44 Identify experiments across customer lifecycle

15:57 Experiments are not independent of the people

18:54 Inside sales team is compensated differently

19:41 Customer outcomes in North Star Metric

20:55 In summary

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We are going to talk about demystifying product LED growth within the enterprise and so really what I'm going to do is share with you 00:03 What are some of the common common truths that we are operating under in the growth teams around how it works? 00:11 What to do? 00:18 What are the strategies? 00:18

I'll talk about how that is different 00:20 when you apply it to an enterprise sales motion selling into a large organization and then I'll leave you with three things that we had done differently at game site 00:22 that allowed us to realize the value of that strategy. 00:32 Alongside of a traditional sales, 00:35 I strategy. 00:37 A little introduction to myself, 00:37 This is a picture of my younger self. 00:40

I have been lucky enough and very fortunate to hold many different disciplines within an organization everything from an engineering background into product into marketing into alliances. 00:43 And so when the opportunity came up. 00:53 I was looking for a role after leading product to where I had a much stronger connection to the performance of the business and so I looked out to the 00:55 thought leadership and I said product LED growth that is my jam. 01:06

I want to build products that are going to help customers realize the value. 01:10 I want to remove a lot of the nonsense that comes from. 01:14 You know the quote Unquote value selling where there are potential opportunities for gaps between the customers expectations and their actual use of the product. 01:17 And so what I had done was, 01:24 I became a student. 01:27 I studied as much as I could around product LED growth. 01:27

And I one was not only executing the strategy within an organization but I also was looking to folks in the community like Ken Rudin from Google, 01:34 who leads the growth efforts there. 01:43 There is a wealth of information on how to execute product LED growth and be successful. 01:44 One of the starting points here. 01:50 This should be familiar. 01:52 I think the topic of product LED growth. 01:52

It's a go to market strategy where your product is the driver of both the acquisition of acquiring customers engaging with your customers and it retaining and expanding them right 01:56

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