Events Speakers Talks
 
Duration 22:18
16+
Play
Video

Demystifying Product-Led Growth for Enterprise SaaS

The audio is available only after a purchase
To tickets
Travis Kaufman
VP Product Growth at Gainsight
  • Video
  • Audio
  • Table of contents
  • Video
  • Audio
Global Growth Marketing Conference 2019
December 10, 2019, San Francisco, USA
Global Growth Marketing Conference 2019
Request Q&A
Request Q&A
Video
Demystifying Product-Led Growth for Enterprise SaaS
Available
In cart
1 825 ₽
1 825 ₽
$25
$25
€ 23
€ 23
A$35
A$35
Add to favorites
28
I like 0
I dislike 0
Available
In cart
1 825 ₽
1 825 ₽
$25
$25
€ 23
€ 23
A$35
A$35
  • Description
  • Transcript
  • Discussion

About the talk

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

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.

View the profile
Share

We are going to talk about demystifying product-led growth within the Enterprise. And so really what Imma do is share with you. What are some of the common interests that we are operating under in the group teams around how it works, what to do? What are the strategies? I'll talk about how that is different when you apply it to an Enterprise sales motion sewing Foot, Locker, Jordan station, and I'll leave you with a three things that we have done differently. A dating site that allowed us to realize value of that strategy alongside of a traditional sales at strategy, a little introduction

to myself. This is a picture of my younger self. I have been lucky enough and very fortunate to hold many different disciplines within an organization, everything from the engineering background in the product and marketing into alliances. And so, when the opportunity came up, 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 thought leadership, as a product Libro. That is my jam. I want to build products that are going to help customers realize the value. I want to

remove a lot of nonsense that comes from. I know the quote unquote value selling where there are potential opportunities for gaps between the customer's expectations, and they're actually uses the product. And so, what I had done was, I became a student. I studied as much as I could around product-led growth, and I one was not only executing this strategy within an organization, but I also was looking to folks in the community like Ken Rudin from Google who leads the growth efforts. There there is a wealth of information on how to XU product to grow to

be successful. One of the starting point here, this should be familiar. I think the topic of product Lindros it it's a go to market strategy. We are your product is the driver of both the acquisition of acquiring customers engaging with your customers. And a retaining expanding them right in the

Full transcript of the talk will be available after the purchase
Available
In cart
1 825 ₽
1 825 ₽
$25
$25
€ 23
€ 23
A$35
A$35
Cackle comments for the website

Buy this talk

Access to the talk “Demystifying Product-Led Growth for Enterprise SaaS”
Available
In cart
1 825 ₽
1 825 ₽
$25
$25
€ 23
€ 23
A$35
A$35

Access to all the recordings of the event

Get access to all videos “Global Growth Marketing Conference 2019”
Available
In cart
9 416 ₽
9 416 ₽
$129
$129
€ 115
€ 115
A$178
A$178
Ticket

Subscription “Full access to the library + one upcoming event”

All-Access Pass Includes:
- All sessions from August 12 to August 13, 2020
- 1 Year On-Demand Access
- Presentation Decks and Audio Recordings
Bonus Content (Previous & Current Growth Marketing Video Tutorials)

36 276 ₽
$497
€ 440
A$683
Subscription

Similar talks

Rebecca Kline
GM & Growth at PagerDuty
Available
In cart
1 825 ₽
1 825 ₽
$25
$25
€ 23
€ 23
A$35
A$35
Available
In cart
1 825 ₽
1 825 ₽
$25
$25
€ 23
€ 23
A$35
A$35
Chris Schreiber
CMO at Brandcast
Available
In cart
1 825 ₽
1 825 ₽
$25
$25
€ 23
€ 23
A$35
A$35
Available
In cart
1 825 ₽
1 825 ₽
$25
$25
€ 23
€ 23
A$35
A$35
Hilary Headlee
Head of Sales Operations at Zoom
+ 4 speakers
Jeffrey Serlin
VP Sales Operations at Intercom
+ 4 speakers
Andrea Gerlach
Senior Director, Global Sales Strategy at FICO®
+ 4 speakers
Jaleh Rezaei
CEO & Co-Founder at Mutiny
+ 4 speakers
Liz Cain
Partner at OpenView
+ 4 speakers
Available
In cart
1 825 ₽
1 825 ₽
$25
$25
€ 23
€ 23
A$35
A$35
Available
In cart
1 825 ₽
1 825 ₽
$25
$25
€ 23
€ 23
A$35
A$35

Buy this video

Video
Access to the talk “Demystifying Product-Led Growth for Enterprise SaaS”
Available
In cart
1 825 ₽
1 825 ₽
$25
$25
€ 23
€ 23
A$35
A$35