In this episode of the Growth Machines podcast, host Vincent Jong speaks with Kristen Habacht, Chief Revenue Officer at Typeform, about integrating sales into a product-led growth framework as a company scales. 

Kristen discusses the evolution of Typeform from a PLG pioneer to incorporating sales without creating artificial barriers for customers. She highlights the importance of customer success, segmentation strategies, and the role of tech partnerships. 

The conversation also delves into the benefits of combining sales and PLG, such as improved NPS and revenue per rep, and touches on nuances like sales team incentivization and the relationship between product and sales teams. 

Kristen concludes with advice on questioning basic assumptions to drive business inflection points.

00:00 Kristen Habacht's Background and Typeform Overview
00:48 The Evolution of Typeform's Product-Led Growth
02:54 Segmentation and Sales Strategies
06:51 Challenges and Counterintuitive Insights in PLG
09:50 Sales and Product Team Dynamics
16:31 Combining Sales and PLG for Success
19:50 Conclusion and Final Thoughts