The Myth of PLG: How a Sales-Assist Motion Can 10X Inbound Conversions with Kumospace Brett Martin, Co-founder and President @ Kumospace

SaaStr Europa 2024

1. The Myth of PLG: How a Sales-Assist Motion
Can 10X Inbound Conversions with
Kumospace
Brett Martin
Co-founder & President
Kumospace

2. Problem
CFOs and Procurement are cutting costs and
clamping down on PLG as a result
-down?
Are you sales-led or product-led is
the WRONG question to ask

3. How can you find the right balance, creating the most
native sales-assist for your product?
The goal: get sales in front of your customer in the
right placeat the right timewith the right message
The RIGHT Question

4. Awareness
Web Visitors
Acquisition
Activation
Onboarding
Retention
Sales
Typical PLG
Revenue

5. Design
Assign
Measure
Refine
Design your funnel
Examine your existing
funnel and define the
customer journey
Assign
responsibility
To your product and
marketing teams, so
everyone has a role
Measure KPIs
-Conversion rates
-Activation moments
-Drop-offs
-Time to convert
-ACV for PLG vs.
-SLG vs. SAG
Refine the product flow
So you know exactly
where to insert sales
Your Product Funnel

6. DesignAssignMeasure
Refine
Your Product Funnel
Awareness
Web Visitors
Acquisition
Activation
Onboarding
Retention
Revenue
SALES
2x leads in 1 month

7. Awareness
Web Visitors
Acquisition
Activation
Onboarding
Retention
Revenue
Sales
Case Study: SendGrid

8. Awareness
Web Visitors
Acquisition
Activation
Onboarding
Retention
Revenue
Sales
Case Study: customer.io

9. Results
SALES
SALES
Awareness
Web Visitors
Acquisition
Activation
Onboarding
Retention
Revenue
Experiment to Just Right
Right place, time, &
message
SALES

10. Key Takeaways
Sales-assistshould come right after product activationif:
-You haven't built the perfect onboarding yet
-Your product is a multiplayer product and the user needs help getting
others on and selling internally
Inbound sales / CS manager makes sure product works in lockstep with sales,
know where to engage people, know metrics, tooling
-Measuring whensales assist moment happens
-Importance of speediness
-Native integration -meet people in your product in an ideal way

11. Thank You!