In the fourth episode of the Growth Machines podcast, I sit down with Ben Williams, a product and growth executive with over 20 years of experience at companies like Snyk and Cloudbees, and the author of The Product-Led Geek. 

We talk about how to combine Product-Led Growth (PLG) with sales strategies to drive company growth. Ben shares insights from his experiences, including his time at Snyk, on how companies can blend PLG with traditional sales methods. He highlights common challenges and suggests how to deal with them.

We discuss bottom-up adoption, the role of PLG in improving lead qualification and Go-to-Market efficiency, and how PLG can help with contract expansion. Ben emphasizes the significance of developing a growth model for the business and the necessity to focus on driving specific impact instead of trying to boil the ocean.

[00:22] Introducing Ben Williams
[00:53] Combining PLG and Sales: Insights from Snyk
[06:21] Key Metrics for PLG Success
[08:39] Beyond Acquisition: PLG's Role in Retention and Expansion
[11:30] Integrating PLG into Sales-Led Organizations
[18:19] Deciding Where to Start with PLG
[20:13] Closing Remarks

This interview is part of my book about Product-Led Sales.

More info on www.PLGandSales.com