World Model · podcast knowledge graph

An inside look at Figma’s unique GTM motion | Claire Butler (first GTM hire)

2023-09-07 · 91 min · 42 entities

episode page audio

Asserted relationships

  • 0.77
    evidence rules-v4
    Link in episode "An inside look at Figma’s unique GTM motion | Claire Butler (first GTM hire)": https://amazon.com/Radical-Candor-Revised-Kick-Ass-Humanity/dp/1250235375
  • → references Josef MüLler Brockmann person
    0.77
    evidence rules-v4
    Link in episode "An inside look at Figma’s unique GTM motion | Claire Butler (first GTM hire)": https://en.wikipedia.org/wiki/Josef_M%C3%BCller-Brockmann
  • → references Kris Rasmussen person
    0.77
    evidence rules-v4
    Link in episode "An inside look at Figma’s unique GTM motion | Claire Butler (first GTM hire)": https://twitter.com/kris_rasmussen
  • 0.77
    evidence rules-v4
    Link in episode "An inside look at Figma’s unique GTM motion | Claire Butler (first GTM hire)": https://amazon.com/Dare-Lead-Brave-Conversations-Hearts/dp/0399592520
  • 0.77
    evidence rules-v4
    Link in episode "An inside look at Figma’s unique GTM motion | Claire Butler (first GTM hire)": https://amazon.com/Atomic-Habits-James-Clear-audiobook/dp/B07RFSSYBH
  • → hosted by Lenny Rachitsky person
    0.55
    evidence rules-v4
    Feed author/publisher: Lenny Rachitsky
  • → discusses Technology company
    0.40
    evidence rules-v4
    Feed category: Technology
  • → discusses Business concept
    0.40
    evidence rules-v4
    Feed category: Business
  • → discusses Entrepreneurship concept
    0.40
    evidence rules-v4
    Feed category: Entrepreneurship
  • → references penname.co website
    0.38
    evidence rules-v4
    Link in episode "An inside look at Figma’s unique GTM motion | Claire Butler (first GTM hire)": https://penname.co/
  • → references intercom.com website
    0.38
    evidence rules-v4
    Link in episode "An inside look at Figma’s unique GTM motion | Claire Butler (first GTM hire)": https://intercom.com/
  • → references Figjam website
    0.38
    evidence rules-v4
    Link in episode "An inside look at Figma’s unique GTM motion | Claire Butler (first GTM hire)": https://figma.com/figjam
  • → references coda.io website
    0.38
    evidence rules-v4
    Link in episode "An inside look at Figma’s unique GTM motion | Claire Butler (first GTM hire)": https://coda.io/
  • → references datadoghq.com website
    0.38
    evidence rules-v4
    Link in episode "An inside look at Figma’s unique GTM motion | Claire Butler (first GTM hire)": https://datadoghq.com/
  • → references config.figma.com website
    0.38
    evidence rules-v4
    Link in episode "An inside look at Figma’s unique GTM motion | Claire Butler (first GTM hire)": https://config.figma.com/
  • → references Dev Mode person
    0.38
    evidence rules-v4
    Link in episode "An inside look at Figma’s unique GTM motion | Claire Butler (first GTM hire)": https://figma.com/dev-mode
  • → references Xamarin website
    0.38
    evidence rules-v4
    Link in episode "An inside look at Figma’s unique GTM motion | Claire Butler (first GTM hire)": https://dotnet.microsoft.com/en-us/apps/xamarin
  • → references Little Big Updates August person
    0.38
    evidence rules-v4
    Link in episode "An inside look at Figma’s unique GTM motion | Claire Butler (first GTM hire)": https://figma.com/blog/little-big-updates-august-2022
  • → references atomicdesign.bradfrost.com website
    0.38
    evidence rules-v4
    Link in episode "An inside look at Figma’s unique GTM motion | Claire Butler (first GTM hire)": https://atomicdesign.bradfrost.com/
  • → references 100 Foot Wave website
    0.38
    evidence rules-v4
    Link in episode "An inside look at Figma’s unique GTM motion | Claire Butler (first GTM hire)": https://hbo.com/100-foot-wave

Entities found in this episode

websites 18

  • mentioned penname.co website
    0.45
    evidence rules-v4
    Link in episode "An inside look at Figma’s unique GTM motion | Claire Butler (first GTM hire)": https://penname.co/
  • mentioned intercom.com website
    0.45
    evidence rules-v4
    Link in episode "An inside look at Figma’s unique GTM motion | Claire Butler (first GTM hire)": https://intercom.com/
  • mentioned Figjam website
    0.45
    evidence rules-v4
    Link in episode "An inside look at Figma’s unique GTM motion | Claire Butler (first GTM hire)": https://figma.com/figjam
  • mentioned coda.io website
    0.45
    evidence rules-v4
    Link in episode "An inside look at Figma’s unique GTM motion | Claire Butler (first GTM hire)": https://coda.io/
  • mentioned datadoghq.com website
    0.45
    evidence rules-v4
    Link in episode "An inside look at Figma’s unique GTM motion | Claire Butler (first GTM hire)": https://datadoghq.com/
  • mentioned config.figma.com website
    0.45
    evidence rules-v4
    Link in episode "An inside look at Figma’s unique GTM motion | Claire Butler (first GTM hire)": https://config.figma.com/
  • mentioned Xamarin website
    0.45
    evidence rules-v4
    Link in episode "An inside look at Figma’s unique GTM motion | Claire Butler (first GTM hire)": https://dotnet.microsoft.com/en-us/apps/xamarin
  • mentioned atomicdesign.bradfrost.com website
    0.45
    evidence rules-v4
    Link in episode "An inside look at Figma’s unique GTM motion | Claire Butler (first GTM hire)": https://atomicdesign.bradfrost.com/
  • mentioned 100 Foot Wave website
    0.45
    evidence rules-v4
    Link in episode "An inside look at Figma’s unique GTM motion | Claire Butler (first GTM hire)": https://hbo.com/100-foot-wave
  • references penname.co website
    0.38
    evidence rules-v4
    Link in episode "An inside look at Figma’s unique GTM motion | Claire Butler (first GTM hire)": https://penname.co/
  • references intercom.com website
    0.38
    evidence rules-v4
    Link in episode "An inside look at Figma’s unique GTM motion | Claire Butler (first GTM hire)": https://intercom.com/
  • references Figjam website
    0.38
    evidence rules-v4
    Link in episode "An inside look at Figma’s unique GTM motion | Claire Butler (first GTM hire)": https://figma.com/figjam
  • references coda.io website
    0.38
    evidence rules-v4
    Link in episode "An inside look at Figma’s unique GTM motion | Claire Butler (first GTM hire)": https://coda.io/
  • references datadoghq.com website
    0.38
    evidence rules-v4
    Link in episode "An inside look at Figma’s unique GTM motion | Claire Butler (first GTM hire)": https://datadoghq.com/
  • references config.figma.com website
    0.38
    evidence rules-v4
    Link in episode "An inside look at Figma’s unique GTM motion | Claire Butler (first GTM hire)": https://config.figma.com/
  • references Xamarin website
    0.38
    evidence rules-v4
    Link in episode "An inside look at Figma’s unique GTM motion | Claire Butler (first GTM hire)": https://dotnet.microsoft.com/en-us/apps/xamarin
  • references atomicdesign.bradfrost.com website
    0.38
    evidence rules-v4
    Link in episode "An inside look at Figma’s unique GTM motion | Claire Butler (first GTM hire)": https://atomicdesign.bradfrost.com/
  • references 100 Foot Wave website
    0.38
    evidence rules-v4
    Link in episode "An inside look at Figma’s unique GTM motion | Claire Butler (first GTM hire)": https://hbo.com/100-foot-wave

persons 10

  • mentioned Josef MüLler Brockmann person
    0.90
    evidence rules-v4
    Link in episode "An inside look at Figma’s unique GTM motion | Claire Butler (first GTM hire)": https://en.wikipedia.org/wiki/Josef_M%C3%BCller-Brockmann
  • mentioned Kris Rasmussen person
    0.90
    evidence rules-v4
    Link in episode "An inside look at Figma’s unique GTM motion | Claire Butler (first GTM hire)": https://twitter.com/kris_rasmussen
  • references Josef MüLler Brockmann person
    0.77
    evidence rules-v4
    Link in episode "An inside look at Figma’s unique GTM motion | Claire Butler (first GTM hire)": https://en.wikipedia.org/wiki/Josef_M%C3%BCller-Brockmann
  • references Kris Rasmussen person
    0.77
    evidence rules-v4
    Link in episode "An inside look at Figma’s unique GTM motion | Claire Butler (first GTM hire)": https://twitter.com/kris_rasmussen
  • mentioned Lenny Rachitsky person
    0.70
    evidence rules-v4
    Feed author/publisher: Lenny Rachitsky
  • hosted by Lenny Rachitsky person
    0.55
    evidence rules-v4
    Feed author/publisher: Lenny Rachitsky
  • mentioned Dev Mode person
    0.45
    evidence rules-v4
    Link in episode "An inside look at Figma’s unique GTM motion | Claire Butler (first GTM hire)": https://figma.com/dev-mode
  • mentioned Little Big Updates August person
    0.45
    evidence rules-v4
    Link in episode "An inside look at Figma’s unique GTM motion | Claire Butler (first GTM hire)": https://figma.com/blog/little-big-updates-august-2022
  • references Dev Mode person
    0.38
    evidence rules-v4
    Link in episode "An inside look at Figma’s unique GTM motion | Claire Butler (first GTM hire)": https://figma.com/dev-mode
  • references Little Big Updates August person
    0.38
    evidence rules-v4
    Link in episode "An inside look at Figma’s unique GTM motion | Claire Butler (first GTM hire)": https://figma.com/blog/little-big-updates-august-2022

books 6

  • 0.90
    evidence rules-v4
    Link in episode "An inside look at Figma’s unique GTM motion | Claire Butler (first GTM hire)": https://amazon.com/Radical-Candor-Revised-Kick-Ass-Humanity/dp/1250235375
  • 0.90
    evidence rules-v4
    Link in episode "An inside look at Figma’s unique GTM motion | Claire Butler (first GTM hire)": https://amazon.com/Dare-Lead-Brave-Conversations-Hearts/dp/0399592520
  • 0.90
    evidence rules-v4
    Link in episode "An inside look at Figma’s unique GTM motion | Claire Butler (first GTM hire)": https://amazon.com/Atomic-Habits-James-Clear-audiobook/dp/B07RFSSYBH
  • 0.77
    evidence rules-v4
    Link in episode "An inside look at Figma’s unique GTM motion | Claire Butler (first GTM hire)": https://amazon.com/Radical-Candor-Revised-Kick-Ass-Humanity/dp/1250235375
  • 0.77
    evidence rules-v4
    Link in episode "An inside look at Figma’s unique GTM motion | Claire Butler (first GTM hire)": https://amazon.com/Dare-Lead-Brave-Conversations-Hearts/dp/0399592520
  • 0.77
    evidence rules-v4
    Link in episode "An inside look at Figma’s unique GTM motion | Claire Butler (first GTM hire)": https://amazon.com/Atomic-Habits-James-Clear-audiobook/dp/B07RFSSYBH

concepts 6

  • mentioned Business concept
    0.50
    evidence rules-v4
    Feed category: Business
  • mentioned Entrepreneurship concept
    0.50
    evidence rules-v4
    Feed category: Entrepreneurship
  • mentioned Claire Butler (first GTM hire concept
    0.42
    evidence rules-v4
    An inside look at Figma’s unique GTM motion | Claire Butler (first GTM hire)
  • discusses Business concept
    0.40
    evidence rules-v4
    Feed category: Business
  • discusses Entrepreneurship concept
    0.40
    evidence rules-v4
    Feed category: Entrepreneurship
  • mentioned GTM concept
    0.35
    evidence rules-v4
    GTM

companys 2

  • mentioned Technology company
    0.50
    evidence rules-v4
    Feed category: Technology
  • discusses Technology company
    0.40
    evidence rules-v4
    Feed category: Technology
Episode description as stored
Brought to you by Vanta —Automate compliance. Simplify security | Mixpanel —Event analytics that everyone can trust, use, and afford | AssemblyAI —Production-ready AI models to transcribe and understand speech — Claire Butler was Figma’s first GTM hire and their 10th employee. She led Figma’s early GTM strategy from stealth through monetization. She also helped the team through the journey to find product-market fit and built the team that drove Figma’s unique bottom-up growth motion. Eight years later, as Senior Director of Marketing, she continues to lead Figma’s bottom-up growth motion, along with community, events, social, advocacy, and Figma for education. In this episode, we discuss: • An in-depth look at Figma’s bottom-up GTM motion • Why you need to start with individual contributors (ICs) loving your product • How to spread adoption within the organization • How “designer advocates” have played a critical role in Figma’s growth • The freemium strategy that drove massive growth for Figma • How to leverage product champions • When to leave stealth • Early-stage metrics, and why they are often unreliable • Advice for people looking to join a startup — Find the full transcript at: https://www.lennysnewsletter.com/p/an-inside-look-at-figmas-unique-bottom — Where to find Claire Butler: • Twitter/X: https://twitter.com/clairetbutler • LinkedIn: https://www.linkedin.com/in/clairetbutler/ — Where to find Lenny: • Newsletter: https://www.lennysnewsletter.com • Twitter/X: https://twitter.com/lennysan • LinkedIn: https://www.linkedin.com/in/lennyrachitsky/ — In this episode, we cover: (00:00) Claire’s background (03:47) The huge branding decision that Claire made on day one at Figma (07:45) The most stressful memory of early days at Figma (09:55) Advice for people looking to join a startup (12:55) What a bottom-up go-to-market motion is (17:12) Figma’s unique approach to bottom-up GTM (18:52) Figma’s launch out of stealth  (23:01) Signals vs. hard metrics in the early days  (24:50) How Figma won over Microsoft (30:08) How to win over ICs (32:00) How to establish credibility (37:38) Customer obsession in action (41:11) Why getting users to love your product is so vital (44:01) How Figma used Twitter as its primary channel in the early days (49:06) Transparency and authenticity (49:52) GTM tactics at scale (52:09) “Little big updates” at Figma (54:16) Figma’s acquisition, and why it was one of the hardest days of Claire’s career (57:10) Figma’s core values (58:06) The Config conference (1:00:21) Spreading your product within the organization (1:02:09) The pricing tiers at Figma (1:07:35) The role of designer advocates (1:10:57) Design systems (1:16:12) Leveraging internal champions (1:17:53) Accelerating spread at scale (1:19:14) What types of companies are a good fit for bottom-up GTM (1:24:16) A summary of the bottom-up GTM model (1:25:27) Lightning round — Referenced: • Dylan Field on LinkedIn: https://www.linkedin.com/in/dylanfield/ • John Lilly on LinkedIn: https://www.linkedin.com/in/johnlilly/ • Ivan Zhao on LinkedIn: https://www.linkedin.com/in/ivanhzhao/ • Xamarin: https://dotnet.microsoft.com/en-us/apps/xamarin • Josef Müller-Brockmann: https://en.wikipedia.org/wiki/Josef_M%C3%BCller-Brockmann • Datadog: https://www.datadoghq.com/ • Coda: https://coda.io/ • Oren’s Hummus on Instagram: https://www.instagram.com/orenshummus/ • Intercom: https://www.intercom.com/ • How Coda builds product: https://www.lennysnewsletter.com/p/how-coda-builds-product • Dylan Field on Twitter: https://twitter.com/zoink • Dylan’s tweet: https://twitter.com/zoink/status/1566566649712431105 • Little Big Updates: https://www.figma.com/blog/little-big-updates-august-2022/ • Sho Kuwamoto on Twitter: https://twitter.com/skuwamoto • Kris Rasmussen on Twitter: https://twitter.com/kris_rasmussen • Config: https://config.figma.com/ • Tom Lowry on LinkedIn: https://www.linkedin.com/in/thomaslowry • Atomic Design : https://atomicdesign.bradfrost.com/ • Figja