The ultimate guide to product-led sales | Elena Verna

2023-04-23 · 76 min · 42 entities

episode page audio

Asserted relationships

→ references elenaverna.substack.com website

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evidence rules-v4
Link in episode "The ultimate guide to product-led sales | Elena Verna": https://elenaverna.substack.com/
→ hosted by Lenny Rachitsky person

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evidence rules-v4
Feed author/publisher: Lenny Rachitsky
→ works at Miro company

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evidence rules-v4
CMO at Miro
→ works at Miro company

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evidence rules-v4
CMO at Miro
→ discusses Technology company

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evidence rules-v4
Feed category: Technology
→ discusses Business concept

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evidence rules-v4
Feed category: Business
→ discusses Entrepreneurship concept

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evidence rules-v4
Feed category: Entrepreneurship
→ references penname.co website

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evidence rules-v4
Link in episode "The ultimate guide to product-led sales | Elena Verna": https://penname.co/
→ references figma.com website

0.38

evidence rules-v4
Link in episode "The ultimate guide to product-led sales | Elena Verna": https://figma.com/
→ references salesforce.com website

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evidence rules-v4
Link in episode "The ultimate guide to product-led sales | Elena Verna": https://salesforce.com/
→ references miro.com website

0.38

evidence rules-v4
Link in episode "The ultimate guide to product-led sales | Elena Verna": https://miro.com/
→ references hubspot.com website

0.38

evidence rules-v4
Link in episode "The ultimate guide to product-led sales | Elena Verna": https://hubspot.com/
→ references The Ultimate Guide To Product Led Sales Elena Verna website

0.38

evidence rules-v4
Link in episode "The ultimate guide to product-led sales | Elena Verna": https://lennyspodcast.com/the-ultimate-guide-to-product-led-sales-elena-verna
→ references tableau.com website

0.38

evidence rules-v4
Link in episode "The ultimate guide to product-led sales | Elena Verna": https://tableau.com/
→ references looker.com website

0.38

evidence rules-v4
Link in episode "The ultimate guide to product-led sales | Elena Verna": https://looker.com/
→ references Elenaverna B2b Product Led Sales Guide Activity 7052664130763206658 YxLK website

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evidence rules-v4
Link in episode "The ultimate guide to product-led sales | Elena Verna": https://linkedin.com/posts/elenaverna_b2b-product-led-sales-guide-activity-7052664130763206658-yxLK
→ references Memes website

0.38

evidence rules-v4
Link in episode "The ultimate guide to product-led sales | Elena Verna": https://elenaverna.com/memes
→ references Mixpanel Signal Launch person

0.38

evidence rules-v4
Link in episode "The ultimate guide to product-led sales | Elena Verna": https://mixpanel.com/blog/mixpanel-signal-launch
→ references The Compass Chart Discover Your Users A Ha Moments website

0.38

evidence rules-v4
Link in episode "The ultimate guide to product-led sales | Elena Verna": https://help.amplitude.com/hc/en-us/articles/235147347-The-Compass-chart-discover-your-users-a-ha-moments
→ references nation.marketo.com website

0.38

evidence rules-v4
Link in episode "The ultimate guide to product-led sales | Elena Verna": https://nation.marketo.com/
→ references Product Led Growth person

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evidence rules-v4
Link in episode "The ultimate guide to product-led sales | Elena Verna": https://reforge.com/programs/product-led-growth

Entities found in this episode

websites 26

mentioned elenaverna.substack.com website

0.90

evidence rules-v4
Link in episode "The ultimate guide to product-led sales | Elena Verna": https://elenaverna.substack.com/
references elenaverna.substack.com website

0.77

evidence rules-v4
Link in episode "The ultimate guide to product-led sales | Elena Verna": https://elenaverna.substack.com/
mentioned penname.co website

0.45

evidence rules-v4
Link in episode "The ultimate guide to product-led sales | Elena Verna": https://penname.co/
mentioned figma.com website

0.45

evidence rules-v4
Link in episode "The ultimate guide to product-led sales | Elena Verna": https://figma.com/
mentioned salesforce.com website

0.45

evidence rules-v4
Link in episode "The ultimate guide to product-led sales | Elena Verna": https://salesforce.com/
mentioned miro.com website

0.45

evidence rules-v4
Link in episode "The ultimate guide to product-led sales | Elena Verna": https://miro.com/
mentioned hubspot.com website

0.45

evidence rules-v4
Link in episode "The ultimate guide to product-led sales | Elena Verna": https://hubspot.com/
mentioned The Ultimate Guide To Product Led Sales Elena Verna website

0.45

evidence rules-v4
Link in episode "The ultimate guide to product-led sales | Elena Verna": https://lennyspodcast.com/the-ultimate-guide-to-product-led-sales-elena-verna
mentioned tableau.com website

0.45

evidence rules-v4
Link in episode "The ultimate guide to product-led sales | Elena Verna": https://tableau.com/
mentioned looker.com website

0.45

evidence rules-v4
Link in episode "The ultimate guide to product-led sales | Elena Verna": https://looker.com/
mentioned Elenaverna B2b Product Led Sales Guide Activity 7052664130763206658 YxLK website

0.45

evidence rules-v4
Link in episode "The ultimate guide to product-led sales | Elena Verna": https://linkedin.com/posts/elenaverna_b2b-product-led-sales-guide-activity-7052664130763206658-yxLK
mentioned Memes website

0.45

evidence rules-v4
Link in episode "The ultimate guide to product-led sales | Elena Verna": https://elenaverna.com/memes
mentioned The Compass Chart Discover Your Users A Ha Moments website

0.45

evidence rules-v4
Link in episode "The ultimate guide to product-led sales | Elena Verna": https://help.amplitude.com/hc/en-us/articles/235147347-The-Compass-chart-discover-your-users-a-ha-moments
mentioned nation.marketo.com website

0.45

evidence rules-v4
Link in episode "The ultimate guide to product-led sales | Elena Verna": https://nation.marketo.com/
references penname.co website

0.38

evidence rules-v4
Link in episode "The ultimate guide to product-led sales | Elena Verna": https://penname.co/
references figma.com website

0.38

evidence rules-v4
Link in episode "The ultimate guide to product-led sales | Elena Verna": https://figma.com/
references salesforce.com website

0.38

evidence rules-v4
Link in episode "The ultimate guide to product-led sales | Elena Verna": https://salesforce.com/
references miro.com website

0.38

evidence rules-v4
Link in episode "The ultimate guide to product-led sales | Elena Verna": https://miro.com/
references hubspot.com website

0.38

evidence rules-v4
Link in episode "The ultimate guide to product-led sales | Elena Verna": https://hubspot.com/
references The Ultimate Guide To Product Led Sales Elena Verna website

0.38

evidence rules-v4
Link in episode "The ultimate guide to product-led sales | Elena Verna": https://lennyspodcast.com/the-ultimate-guide-to-product-led-sales-elena-verna
references tableau.com website

0.38

evidence rules-v4
Link in episode "The ultimate guide to product-led sales | Elena Verna": https://tableau.com/
references looker.com website

0.38

evidence rules-v4
Link in episode "The ultimate guide to product-led sales | Elena Verna": https://looker.com/
references Elenaverna B2b Product Led Sales Guide Activity 7052664130763206658 YxLK website

0.38

evidence rules-v4
Link in episode "The ultimate guide to product-led sales | Elena Verna": https://linkedin.com/posts/elenaverna_b2b-product-led-sales-guide-activity-7052664130763206658-yxLK
references Memes website

0.38

evidence rules-v4
Link in episode "The ultimate guide to product-led sales | Elena Verna": https://elenaverna.com/memes
references The Compass Chart Discover Your Users A Ha Moments website

0.38

evidence rules-v4
Link in episode "The ultimate guide to product-led sales | Elena Verna": https://help.amplitude.com/hc/en-us/articles/235147347-The-Compass-chart-discover-your-users-a-ha-moments
references nation.marketo.com website

0.38

evidence rules-v4
Link in episode "The ultimate guide to product-led sales | Elena Verna": https://nation.marketo.com/

persons 7

mentioned Lenny Rachitsky person

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evidence rules-v4
Feed author/publisher: Lenny Rachitsky
hosted by Lenny Rachitsky person

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evidence rules-v4
Feed author/publisher: Lenny Rachitsky
mentioned Mixpanel Signal Launch person

0.45

evidence rules-v4
Link in episode "The ultimate guide to product-led sales | Elena Verna": https://mixpanel.com/blog/mixpanel-signal-launch
mentioned Product Led Growth person

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evidence rules-v4
Link in episode "The ultimate guide to product-led sales | Elena Verna": https://reforge.com/programs/product-led-growth
mentioned Elena Verna person

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evidence rules-v4
The ultimate guide to product-led sales | Elena Verna
references Mixpanel Signal Launch person

0.38

evidence rules-v4
Link in episode "The ultimate guide to product-led sales | Elena Verna": https://mixpanel.com/blog/mixpanel-signal-launch
references Product Led Growth person

0.38

evidence rules-v4
Link in episode "The ultimate guide to product-led sales | Elena Verna": https://reforge.com/programs/product-led-growth

companys 5

mentioned Miro company

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evidence rules-v4
CMO at Miro
mentioned Technology company

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evidence rules-v4
Feed category: Technology
works at Miro company

0.50

evidence rules-v4
CMO at Miro
works at Miro company

0.50

evidence rules-v4
CMO at Miro
discusses Technology company

0.40

evidence rules-v4
Feed category: Technology

concepts 4

mentioned Business concept

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evidence rules-v4
Feed category: Business
mentioned Entrepreneurship concept

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evidence rules-v4
Feed category: Entrepreneurship
discusses Business concept

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evidence rules-v4
Feed category: Business
discusses Entrepreneurship concept

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evidence rules-v4
Feed category: Entrepreneurship

Episode description as stored

Brought to you by Linear —The new standard for modern software development | Braintrust —For when you needed talent, yesterday | Rows —The spreadsheet where data comes to life — Elena Verna is a leading growth expert with over 15 years of experience in tech. She was SVP of Growth at SurveyMonkey and interim CMO at Miro, where she built high-performing teams that drove significant growth. She recently served as interim Head of Growth at Amplitude and currently advises and is a board member for early-stage startups. In today’s podcast, we discuss: • What product-led sales is • How product-led sales differs from product-led growth • Unpacking common acronyms: PQAs, PQs, PQLs, and MQLs • When and how to consider investing in PLS • Metrics for identifying qualified accounts • The team, data, and tooling required for implementing PLS • Common pitfalls to avoid when adding PLS — Find the full transcript at: https://www.lennyspodcast.com/the-ultimate-guide-to-product-led-sales-elena-verna/#transcript — Where to find Elena Verna: • LinkedIn: https://www.linkedin.com/in/elenaverna • Twitter: https://twitter.com/elenaverna • Newsletter: https://elenaverna.substack.com/ — Where to find Lenny: • Newsletter: https://www.lennysnewsletter.com • Twitter: https://twitter.com/lennysan • LinkedIn: https://www.linkedin.com/in/lennyrachitsky/ — In this episode, we cover: (00:00) Elena’s background and what she’s doing now (07:13) Product-led sales (PLS) vs. product-led growth (PLG) (12:47) How sales solutions can be applied to enterprise-level problems (15:06) Defining enterprise-level problems (17:51) How product-led companies start with PLS (20:30) When to add sales (22:36) Two ways to get to PLS (24:27) Why every sales-led-growth company needs to add PLG (26:50) Two ways you can own revenue (28:37) PQAs, PQs, PQLs, and MQLs (37:17) How to get started adding PLS (42:01) Metrics to identify PQAs (47:00) Why sales should be carefully applied (49:07) Systems, infrastructure, and tooling (50:59) The people and resources required for PLS (53:42) Why you should have a clear ROI for every new hire (55:05) Why product needs to be accountable for monetization with PLS (59:57) Revenue-based goals product teams should have (1:06:28) Common pitfalls startups run into when implementing PLS (1:09:15) Benchmarks and the amount of time needed for implementing enterprise solutions (1:12:04) Using onboarding to profile users (1:13:08) Will AI be the next sales movement? — Referenced: • Elena’s previous episode on Lenny’s Podcast : https://www.lennyspodcast.com/elena-verna-on-how-b2b-growth-is-changing-product-led-growth-product-led-sales-why-you-should-go-freemium-not-trial-what-features-to-make-free-and-much-more/ • Miro: https://miro.com/ • Figma: https://www.figma.com/ • Elena’s PLS funnel diagram: https://www.linkedin.com/posts/elenaverna_b2b-product-led-sales-guide-activity-7052664130763206658-yxLK/?utm_source=share&utm_medium=member_desktop • Elena’s memes: https://www.elenaverna.com/memes • Mixpanel Signal reports: https://mixpanel.com/blog/mixpanel-signal-launch/ • Amplitude Compass chart: https://help.amplitude.com/hc/en-us/articles/235147347-The-Compass-chart-discover-your-users-a-ha-moments • Looker: https://www.looker.com/ • Tableau: https://www.tableau.com/ • Salesforce: https://www.salesforce.com/ • HubSpot: https://www.hubspot.com/ • Marketo: https://nation.marketo.com/ • Waitlist for PLG course on Reforge: https://www.reforge.com/programs/product-led-growth — Production and marketing by https://penname.co/ . For inquiries about sponsoring the podcast, email podcast@lennyrachitsky.com . — Lenny may be an investor in the companies discussed. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit www.lennysnewsletter.com/subscribe