From Sales-Led to Product-Led Growth w/ Franciska Dethlefsen

In this insightful episode of the Product Weekend Podcast, Moita and Tojal meet Franciska Dethlefsen, the Head of Growth Marketing at Amplitude. She delves into her evolution from a marketeer to a product manager and eventually a growth expert. The discussion is mostly around product-led growth approaches, including the contentious topic of whether to publicly share pricing. Franciska elaborates on the necessary shifts in skills, tools, mindset, and strategy to effectively implement product-led growth. The episode further explores the impact of these changes on metrics, how to balance self-serve models with traditional sales motions, and the suitability of product-led growth for different companies. Franciska also shares her insights on the role of a product manager in understanding and influencing growth. Find Franciska on LinkedIn: https://www.linkedin.com/in/franciskadethlefsen/ Find out more about Product Weekend: https://theproductweekend.com/ Timestamps: (00:00) Highlight (02:11) Franciska's recent weekend and background (08:26) Marketeer to Product Manager to Growth expert (11:51) Advisory work on GTM (14:08) Motivation to try a Product-led approach (19:54) Sharing prices publicly (or not) (23:11) Changing the skills and tools, mindset and strategy for PLG (26:07) Implementing the strategy and making change interatively (28:21) Creating monetization awareness (29:26) Finding the right price point (31:53) Impact from the change and success metrics (35:26) Ensuring self-serve doesn't hurt sales motions (37:15) PLG is not for every company (39:20) Understanding and impacting Growth as a PM (40:52) Sprint Questions (42:12) Release Notes