Product-led SAAS growth — Kris Hartvigsen // Dooly

Kris Hartvigsen, CEO and Co-Founder of Dooly, discusses business strategies for marketing technology companies. Salespeople are frustrated by anything that takes them away from high value tasks. Products that solve those problems get adopted by users, and are eventually purchased by the sales enablement team. Today, Kris talks about product-led SaaS growth.
About the speaker

Kris Hartvigsen

Dooly

- Dooly

Kris is CEO and Co-Founder of Dooly

Show Notes

  • 02:05
    SaaS companies and product
    Product-led growth tools address the pain points of the end-user. Unlike the traditional top-down sales process, products are discovered and championed by the end-users.
  • 06:00
    Adoption of product
    Product-led growth can be incorporated in sales and product management stacks. Companies like Slack, Zoom, and Calendly are a few companies that have fostered the PLG model.
  • 07:10
    Generating revenue through the PLG model
    Provide users with enough of the product upfront so they grow to love and use it regularly. Also, show users whats possible if they upgrade to higher tiers, and power-users will buy-in.
  • 08:44
    Adoption of PLG outside power
    Understand and create products that solve end-user pain points. There should be a referral-based mechanism that creates opportunities to share the product.
  • 10:12
    How Dooly became a product
    Initially, the aim was building a freemium model that solved-end user needs. Based on users, the focus shifted to developing a great product-led growth company.
  • 11:22
    Getting the buy
    When leaders see the improvement in performance that the free product drives, the cost is usually justified. Theyre likely to see the merit in moving up to the next level.
  • 12:28
    Articulating PLG value proposition to the entire organization
    Email digests can be used to talk about individual win moments. Messaging on your website should be tailored to the various buyer personas youre targeting.
  • 13:41
    Using top
    When multiple users from an organization already work with the product regularly, the use cases are known. So, the conversation with sales enablement is about what needs to be purchased.

Quotes

  • "In sales, the average number of apps per sales person is 13. The user has a lot of choice in what they use and if they're going to use it." -Kris Hartvigsen, Dooly, CEO & Co-Founder

  • "Product-led growth means that you're addressing a different set of problems than businesses in the enterprise typically we go after." -Kris Hartvigsen, Dooly, CEO & Co-Founder

  • "Slack is one of the most PLG companies on the planet, in terms of what they do. And, Zoom would be right there with them." -Kris Hartvigsen, Dooly, CEO & Co-Founder

  • "Product-led growth (PLG) is universal in the enterprise. You can PLG pretty much any part of the business. now, whether it be in the sales stack, or in the product management stack." -Kris Hartvigsen, Dooly, CEO & Co-Founder

  • "Give people enough that theyll use it regularly and fall in love with it. Give them a taste of what's possible with the next tier. Once you get your power users, they'll start to chip in." -Kris Hartvigsen, Dooly, CEO & Co-Founder

  • "In our model, theres a single-player mode. And you can use it all for free. But, when you want to go back past 30 days, or invite more people into the experience, those are the gates." -Kris Hartvigsen, Dooly, CEO & Co-Founder

  • "We're trying to engage and activate people through an invite or referral mechanism. And, if you create raving fans, they'll talk about it on social media as well." -Kris Hartvigsen, Dooly, CEO & Co-Founder

  • "We knew we were building a freemium model. Then, we really doubled down on the guiding principles of what makes you a great product-led growth company. The users took us there." -Kris Hartvigsen, Dooly, CEO & Co-Founder

  • "Why would a sales leader pay for a product? Because their whole team is using it. They know they're seeing operational improvements and if they unlock the next level, the team can do even more." -Kris Hartvigsen, Dooly, CEO & Co-Founder

  • "We use the end-user as an upfront case study. And then the case study gets shared with the rest of the company that helps to knock down the wall and get people to look at it." -Kris Hartvigsen, Dooly, CEO & Co-Founder

  • "When we talk to the sales enablement person, we have 90% of the deal already done. It's more around the mechanics of how you buy that need to be articulated at that point in time." -Kris Hartvigsen, Dooly, CEO & Co-Founder

About the speaker

Kris Hartvigsen

Dooly

- Dooly

Kris is CEO and Co-Founder of Dooly

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