Esben Friis-Jensen, Chief Growth Officer at UserFlow, sits down with Morgan to discuss what makes product-led growth unique and how companies can make that transition. Esben lays out the fundamental building blocks of a product-led company, how it informs decisions for marketing & sales, and where companies often go wrong in the transition. Based on his experience transitioning his previous firm to product-led, this discussion goes deep on the many mistakes companies make when considering a PLG go-to-market strategy.

Connect with Esben Friis-Jensen

In this episode, we cover:

  • Main differentiators of product-led growth (1:00)
  • Transitioning to product-led at Cobalt (4:10)
  • Why product-led is about company culture (9:25)
  • Are sales teams needed? (13:10)
  • Why expertise matters in product-led firms (19:40)
  • Replacing staff with product (21:50)
  • Processes replacing people (24:50)
  • Why UX needs customer insights (29:40)
  • Product-led marketing (32:40)
  • Outbound sales at product-led companies (35:40)
  • Esben’s Power Hour (40:15)

Follow Nicholas Thickett on LinkedIn: https://linkedin.com/in/nicholasthickett

Follow Morgan Smith on LinkedIn: https://linkedin.com/in/morganjsmith

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