OpenView Partners, zaangażowani bardzo w trend Product-led Growth, opublikowało raport, w którym koncentrują się na:
- Trendy w adopcji Product-led przez organizacje
- Jak zbudować produkt oparty na wzroście (growth-driven)?
- Jakie podejście do sprzedaży i marketingu zadziała w modelu, w którym produkt gra pierwsze skrzypce?
- Jak zmienia się rola w organizacji odpowiedzialna za wzrost?
- Gdzie szukać inspiracji (organizacje) w temacie Product-led Growth?
Według Kylea Poyara, Partnera w Open View, który jest jednym z lepiej obecnanych speców w temacie PLG:
- Product-led growth has become mainstream and we’re seeing more companies adopt it – at least on the surface.
- As product-led growth becomes mainstream, there are PLG imposters lurking among us. PLG isn’t just about offering a free product or free trial. You have to go deeper and adapt your org structure, tooling, metrics, and processes.
- It’s great to see activation start to become a mainstream metric. 70% of companies with a free offering now track activation (54% of the broader dataset).
- PQLs (Product Qualified Leads) still haven’t taken off. Only 25% of SaaS companies have implemented them, unchanged from last year. I hope to see this change quickly as new startups like Endgame, HeadsUp, Correlated and others introduce tools to implement PQLs as part of product-led sales.
- Growth teams are the new C-suite hire. In this year’s survey 33% of growth teams reported directly to the CEO, up from 17% last year. Whatever the reporting structure, growth teams should operate like an independent function.
Szczegółowy raport:
2021 Product Benchmarks by OpenView