The New Growth Equation: PLG + Value

Value Coffee Talk

In this episode of the Value Coffee Talk podcast, Tom Pisello and April Morley discuss the concept of Product-Led Growth (PLG) with guest David Yockelson, a VP analyst at Gartner. They explore the definition of PLG, its limitations, and the addition of Value-Led Growth (VLG) as a necessary evolution in the current business landscape.

The conversation highlights the importance of understanding the buyer's journey, the roles of pre-sales and post-sales, and the collective responsibility of organizations in delivering value to customers.

The episode concludes with actionable insights for businesses to enhance their value articulation and customer engagement strategies.

Takeaways

• Product-led growth is often misunderstood as purely self-service.
• A product experience is crucial for engaging prospects.
• Value-led growth is necessary for larger deals.
• The user and buyer are often different individuals.
• Product qualified leads (PQLs) are essential for sales.
• Telemetry can help in understanding customer success.
• Removing friction in the buyer's journey is key.
• All functions in an organization must collaborate for value delivery.
• Buyers are increasingly asking for help with value realization.
• Investing in value delivery can improve customer satisfaction.

Sound Bites

• "You need to build a business case."
• "PLG focuses on the user of a product."
• "Free trial signup is not a lead."
• "Make the investment in value delivery."

Chapters

00:00 Introduction to Product-Led Growth (PLG)

05:11 Transitioning to Value-Led Growth (VLG)

09:49 The Role of Pre-Sales and Post-Sales in PLG and VLG

15:11 Organizational Responsibility in Value Delivery

19:54 Final Thoughts and Key Takeaways