What is product-led sales (PLS)?
Are you familiar with the sales motion “PLS”, product-led sales?
Many of the successful PLG companies (e.g. Canva, Slack, Calendly, Miro), eventually – and especially if the goal is to grow enterprise accounts – add a sales team to the motion. This is called product-led sales.
It is obviously different than having a purely sales-led motion. Product-led sales, or PLS, is a hybrid form of the PLG and sales-led motion.
Now, Jorge Bestard, Head of EMEA at Canva for Enterprise, has done the move from PLG to PLS at Canva. However, Jorge’s PLS-experience really started at Miro, when he used to be responsible for the UKI’s GTM.
If you want a deep dive into the concept of product-led sales, tune in here. Or, read along to get our favourite aspects of this GTM motion.
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In my conversation with Jorge, we covered various sales leadership topics in the context of the product-led sales motion, such as: AE & CSM collaboration, sales enablement, revenue operations, but also how PLS is unique in its own way.
In this article, however, we are shining a light on what seemed to be very unique to PLS.
First, we have to understand that companies introducing PLS, by definition, stem from a PLG-motion.
This means that sales is not their strong suit yet:
Note: Don’t just say “I want to learn more about your business”. You must prove that you can add value to a potential conversation.
Lastly, just like we have misalignment between marketing and sales in a more traditional GTM motion, Jorge explained that this is also something that can occur in PLS:
Hence, the importance of having very clear communication & expectation setting and, preferably, having someone responsible for the Revenue Operations as a whole.