👋 Hi, this is Vincent from Growth Machines. This week I’m talking with Kristen Habacht, CRO at Typeform, about their journey to find the right mix of sales and PLG as the company was growing rapidly. Find the episode on your favorite podcast channel at this link or continue below for more details.
“People don't want to have to ask you for a price... If I have to ask them how much that pair of shoes is, I'm probably not going to buy the shoes." – Kristen Habacht
Kristen discusses the evolution of Typeform from a PLG pioneer to incorporating sales without creating artificial barriers for customers. She highlights the importance of customer success, segmentation strategies, and the role of tech partnerships.
The conversation also delves into the benefits of combining sales and PLG, such as improved NPS and revenue per rep, and touches on nuances like sales team incentivization and the relationship between product and sales teams.
Kristen concludes with advice on questioning basic assumptions to drive business inflection points.
00:00 Kristen Habacht's Background and Typeform Overview
00:48 The Evolution of Typeform's Product-Led Growth
02:54 Segmentation and Sales Strategies
06:51 Challenges and Counterintuitive Insights in PLG
09:50 Sales and Product Team Dynamics
16:31 Combining Sales and PLG for Success
19:50 Conclusion and Final Thoughts
For more content like this, check out the previous episodes on GrowthMachines.com or have a look at my recently published book on Product-Led Sales 👇
Available on Amazon: Product-Led Sales
Thanks for reading and have a great rest of your week!
👋 Vincent
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