Published: 20 July 2023
Even the best products won’t drive account expansion or large deals by themselves. To drive successful product-led growth initiatives, tech CMOs must coordinate and empower marketing and sales resources to optimize the effort.
Tech CMOs undertaking a product-led growth (PLG) initiative are often unsure when or whether to bring sales teams into the picture.
Marketing nurture within a PLG initiative needs to address product users and usage while not ignoring buyers and key influencers.
Neither marketing nor sales within a PLG initiative can be successful without an underpinning of product usage, user engagement data and resulting insights.
To drive sales and marketing impact related to PLG initiatives:
Create opportunities for conversion through product experiences for users and an understanding of desired outcomes and intent of buyers.
Identify actions leading to product-qualified leads (PQLs) or accounts
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