Product-led growth and the shift toward user-centricity have revolutionised how we think about software as a service (SaaS). PLG companies have 60% more ARPU (Average Revenue Per User) than non-PLG companies.
Our founder community asks when is the right time to build an enterprise sales team. Layering on enterprise sales to a bottoms-up motion can be a breakthrough, or it can be a dangerous & costly pivot.
See the six pillars of introducing enterprise sales to a product-led growth organisation from the wonderful team Bessemer Venture Partners …..we’ve added a number 7 😊
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Generate enterprise pipeline with end-users driving the top-of-funnel.
Implementing user-driven referral programs or incentivising power users to advocate for the product within their organisations.
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Mine for product-qualified leads to guide direct sales.
Utilising in-app analytics to identify users who are most likely to convert to paid customers based on their usage patterns and engagement levels.
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Employ clear heuristics to triage leads and determine which areas to scale.
Developing a scoring system that ranks leads based on factors such as company size, industry, and level of engagement, allowing the sales team to prioritise high-value opportunities.
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Introduce pricing and packaging flexibility to complement enterprise purchasing behaviour.
Offering customisable pricing plans or enterprise-specific feature bundles to accommodate the unique needs and budgets of large organisations.
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Ensure product architecture supports an “expand and extend” value-based sale to enterprises.
Building scalable infrastructure and APIs that enable seamless integration with existing enterprise systems, facilitating upselling and cross-selling opportunities.
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Establish cohesive hiring strategies and sales compensation practices.
Implementing a structured onboarding program for new sales hires and designing commission structures that align with both individual performance and overall company goals.
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Engage with a skilled GTM talent partner well-versed in hiring founding Enterprise reps in a PLG environment…… Cognatio Solutions
Collaborating with specialised recruitment agencies like Cognatio Solutions, who have a track record of successfully placing enterprise sales professionals in product-led growth organisations, ensuring the right talent fit for the unique dynamics of the company.
By Sam Friskey
