From PLG to PLG+SLG: How Lucid Scaled to 70m+ Users with Lucid Software's VP, GTM and VP of Sales Stephanie Couzin, Vice President, Go To Market Strategy & Operations @ Lucid Software Roderick De Greef, Vice President of Sales & GM EMEA @ Lucid Software

SaaStr Europa 2024

1. From PLG to PLG+SLG:
How Lucid Scaled to Serve 70m+ Users
Globally
Stephanie Couzin
VP, GTM Strategy & Ops
Lucid Software
Roderick De
Greef
VP of Sales & GM EMEA
Lucid Software

2. #1
G2 Momentum Leader for visual
collaboration platforms
(Spring 2024)
70 million
users
180+
countries
4 offices
Utah
N. Carolina
Amsterdam
Melbourne
1,000+
employees
#12
Okta 2024 most popular apps
Who we are

3. Our visual collaboration applications
Use casesProcess mapping
Org chart and scrum team design
Software and systems design
Architecture design
User flows
Use casesBrainstorming and ideation
Agile ceremonies
Strategic and project planning
Customer experience mapping
Big room planning
Use casesCloud architecture design
Cloud implementation and
migration
Security reviews
Compliance audits

4. Learnings from our “firsts”

5. \

6. \

7. First paying customer

8. Easy, fast path to user value
Simple pricing and seamless
expansion
Widespread discoverability
1
2
3
PLG principles

9. Easy, fast path to user value
Simple pricing and seamless
expansion
Widespread discoverability
1
2
3
PLG principles

10. Easy, fast path to user value
Simple pricing and seamless
expansion
Widespread discoverability
1
2
3
PLG principles

11. \

12. First enterprise customer
Evolving our
product
significant overhaul of
our user and
administration systems
to scale with any
enterprise client
Evolving our
process
negotiating our first
substantial enterprise
contract, undergoing
our first deep
Enterprise security
review, developing
structured customer
onboarding

13. \

14. First sales hire

15. \

16. Building our PLG+PLS Motion

17. Highly diversified user base
Over a thousand
documented use
cases
Spanning teams
and organizations
of all sizes
In any department
at virtually any
company
Across all
geographies

18. To engaging
with customers
From engaging
with users

19. MSAs
security
reviews
training
templates
premium
support
Purchases
our software Engages with
our account
team
Adopts and
uses our
software

20. 1
2
3
More complex purchasing behavior
More complex adoption and usage
More complex engagement

21. 1
2
3
More complex purchasing behavior
More complex adoption and usage
More complex engagement

22. 1
2
3
More complex purchasing behavior
More complex adoption and usage
More complex engagement

23. PLG Motion PLS Motion
Individuals within organizations
Teams within organizations
Consolidate on to
org-wide account
Expansion via PLG
and PLS
Layering, not replacing

24. International expansion

25. Growing a global user base

26. Why and when
Regulatory
compliance
Proximity to
customers
Local
language
talent
Operational
efficiency
Global
customers
introduce more
complexity
Accelerate
customer time
to value
Solving for complexity

27. Where to expand

28. Landing team to expanding team

30. Creating the internal alignment to
scale and strengthen PLG+PLS
motion

31. Need for
strong
partnership
between Sales, Marketing,
and Product
Blurred lines of
ownership in the
customer
journey

32. the
right
people
… on the
right
accounts
… at the
right
time
… with the
right
actions
Signal optimization

33. 1
2
3
Get clear on the “anti-lead”
Start with actions, then build signals
More than lead and account scoring
Learning from (lots of) iteration

34. Sales
Solution
Engineering
Customer
Success Implementatio
n
Professional
Services
Learning
Services
Customer
Support
Community
Structuring the account team

35. CustomerPeople
Processes
Systems

36. Customer lifecycle management

37. Account planning

38. Quarterly Business Reviews

39. product-led growth
product-led sales

40. Wrapping up

41. Experimentation must be at the core of how you operate
Doing something unscaled can enable you to scale faster
PLS applies the samePLG principles, for the customer
1
2
3
Key takeaways

42. Thank You!