Overcoming the PLG Trap: Lessons from Canva's Head of Sales & Head of EMEA Daniela Nyarko, Head of Strategic Sales-EMEA @ Canva Jorge Bestard, Head of EMEA S&S @ Canva

SaaStr Europa 2024

1. Overcoming the PLG Trap

2. came

Let's chat about
the PLG Trap _

3. Identifying the |
PLG Trap

4. Product Led Growth

5. ap)

==

Build a
compelling Encourage

product that is widespread
indispensable to
end-users

6. PY
=

Build a
compelling
product that is
indispensable to
end-users

==

Encourage
widespread

£3

Find an internal
champion/
product
advocate

8. A PLG company

9. Large
"enterprises

10. Symptoms include

Stagnant growth
Difficulty in moving upmarket

Disconnect between
capabilities and demands

11. E

O

Stagnant
growth

fi

on

Difficulty in
moving
upmarket

—

Lo

Disconnect
between
capabilities
and demands

12. Multi-pronged
srowth approach

Enterprise Sales

Growth
Marketing

16. O:
ROH

18. lual users and small businesses

19. Canva + Canva Pro

20. Editor Glow UP Starred folders Homepage New Commenting Create a design Mockups Layouts

Looks
etter!

Canwa Enterprise

s Magic Media” Magic Switch” Magie Grab” Styles Magic Write”

Magic Edit Magic Media”

21. € Understanding
. ) market demands
A Taking big bets

A Listening and building upon
aq customer feedback

ÿ Continuously evolving our
product

22. Canva Create
ork Redesigned!

23. Canva + Canva Pro

24. Strategies to
Overcome the
PLG Trap

26. Getting the Company
Mentally) Ready

a SaaStr

27. A El E à

Product Customer Go-to-market Specialised
development interaction strategies talent

a à à

Finance Legal Security

28. Employees

Communicate
the strategic shift

Partners

Os
EUROPA

Customers

31. Early and Continuous
Product Adaptation

Feedback loop

33. Go-to-market strategy

Sales-led initiatives

+ target markets

e sales territories

e pricing

¢ sales and marketing alignment

34. Adjusting our Provide
messaging and value
sales tactics

35. Messaging and value
for individuals

Create stunning designs in
no time with unlimited
access to premium content,
more powerful design tools,
and Al-powered magic.

Messaging and value for
larger organizations

Canva can streamline
workflows, enhance
collaboration, and ensure
brand consistency across
large teams.

36. Evolving Sales and
Marketing Strategies |

Dedicated customer
success team

a SaaStr

37. Strengths Enterprise

customer
pie demands

38. Marketins

40. Daniela
1 min ago

Any questions? ©