Session Abstract

Product Strategy

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Product led growth for Enterprise Software

The consumerization of software and the rise of B2B SaaS over the past decade has led to end users demanding better experience in the tools they use every day. Buying centers in enterprise software have evolved where users are now finding, downloading and adopting products without directives from their CIOs or exec teams. According to Forrester, 3 out of 4 B2B buyers would rather self-educate than learn about a product from a sales representative. Product-Led Growth(PLG) is a growth model that relies on the product itself being the main vehicle to acquire, activate, retain and grow customers. Companies with a PLG strategy benefit from shorter sales cycles, lower customer acquisition costs and a higher median enterprise value. Companies such as HubSpot and Intuit have embraced PLG to find success in today’s markets. In this session, I will cover lessons I learned the hard way in managing an enterprise product in an organization transitioning from being sales-led to product-led. I will share my learnings on how to think about getting leadership bought in, making investments and measuring success.

Ravi Sastry is a Product Manager at Vertex Inc, a software vendor for Indirect Tax Compliance solutions for businesses. He has 9+ years of experience in building and shipping products at both startups(Innovaccer) and large companies(Oracle) . Ravi is a graduate of Carnegie Mellon University’s Master’s in Product Management.