Go From Sales-Led to Product-Led In Just 6 Weeks.

Learn how to confidently drive the transition from a sales-led software company to a product-led one — using our proven step-by-step processes and frameworks — in this 6 week certification program.
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Limited seats available. Application closes on Thursday, Sept. 10th at 11:59 pm EST.

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Companies that train their teams at the Product-Led Institute.
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The “Good Old Days" Of Software Sales Are Long Gone.

Consumer habits have changed over the last 20 years.

(And frankly, that’s an understatement.)

People expect more than a few phone calls, a couple of lunch meetings, and a swanky ”big pitch demo” that ends with pushing a fine-print contract across a conference table.

People now expect — and demand — to “try before they buy.”

Why?

Because, simply put, they don’t want to take the risk.

The risk of handing over their hard-earned cash if they’re not 100% sure they’ll achieve their goals with your software.

Which means that even if they’ve opted-in to your list...

…even if they’re opening your emails and downloading your content...

...even if they’ve already sat through a demo or a sales call….

...and even if they are a mere “finger-twitch” away from signing on that dotted line...

...they are STILL not. yet. sold. on your product.

Because your product’s true value is hidden behind a “pay wall.”

But What If There Was A Way To Bypass That?

What if you could help them discover just how easy and life-changing your software is without a salesman breathing over their shoulder?

What if you could let your users achieve awe-inspiring “Aha!” moments with your product… before they buy?

Sounds crazy — right?

But it’s this exact “try before you buy” go-to-market strategy that companies like Slack, Zoom, Dropbox, Atlassian, and Hubspot have used to become industry juggernauts and dominate their markets.

By giving their users a free trial or freemium version of their product to use, no strings attached, these software companies build instant rapport and trust with their users.

They help them feel comfortable with their product, and confident they can use it to achieve their goals.

Which makes the upgrade to a paid plan look like a no-brainer.

But, before you make up your mind about this new go-to-market strategy, let me share my story of how I became a firm believer in the power of product-led growth...

Because learning how to turn a software product into a growth engine flipped my life upside down.
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Meet Your Instructor.

Hi, I'm Wes Bush!

And a little over 5 years ago I was in demand generation at a B2B SaaS startup called Vidyard.

Which was great, but now?

Now, I have the best job ever: consulting for some of the world’s largest SaaS companies, showing them how to acquire more users and scale beyond their wildest dreams without relying on old-fashioned, expensive sales teams to drive their growth. 

So, how did I become the top expert on Product-Led Growth? 

Here’s the short story:

At Vidyard, we launched a freemium product which quickly ballooned to over 100,000 users.

And it was my job to figure out how to acquire even more users, keep them engaged, and turn them into happyily paying customers.

Coming from a demand generation background, this was new to me. 

But, I had one thing under my belt.

I was excellent at conversion rate optimization.

And at first, I simply applied conversion best practices to the onboarding experience. Of course, I didn’t think much of it at the time but then...

...I noticed a HUGE uplift in free users turning into paying customers.

I was intrigued. Sure, I knew exactly what I did to cause this. But I wanted to see if I could duplicate these results for other software companies and still achieve the same excellent results.

So I started consulting on the side to see if this was a repeatable framework. And sure enough, it was... 

Some clients saw a 20% MRR boost in the first month after rolling out the recommended changes.

Others saw a 167% increase in free signups.

And after seeing these processes drive results again and again, it was clear I was onto something.

So I began documenting every single process and every single action. 

As a systems thinker, I wanted to codify what needed to be done to turn a product into a self-perpetuating growth engine.

And now, I’m teaching these exact same results-driving processes and frameworks to product, marketing, and growth professionals all over the world.

And that’s why I’ve created this certification program just for you. I’ve spent years figuring out what works and what doesn’t, and have codified everything into a proven, repeatable, step-by-step process that help sales-led software companies can use to embrace — and become — product-led.

Now, if you’re looking for a laundry list of conversion optimization or growth-hacking tactics like "make your CTA buttons yellow,” this program isn’t for you.

The frameworks and processes I teach here are grounded in one core principle: helping your customers unlock enormous value from your product as fast as possible.

And if you join this certification program, I will personally help you create a product experience that does all the right things: that builds trust with users, that gives them “Aha!” moments without you giving everything away for free, so that your product literally sells itself to your customers.

But given that there are only limited spots for this program, I want to make sure you’ll reap the maximum benefits from the content inside before you fill out the application.

Don't apply for this program if... 

✖ You Don’t Have A User-Focused Mindset - If you think free users will magically upgrade by sending them hundreds of automated messages, or you aren’t genuinely curious in helping new users become truly successful with your product, this program won’t be a good fit for you.

✖ You Are Entry Level - The concepts and tactics covered in this program require a certain level of base knowledge. So if you have less than three years of professional product, marketing, or growth experience, this program is not for you.

✖ You Don't Have Product-Market Fit - This program is designed for those already working on products that proven product-market fit, not for those who are just starting out.

✖ You Primarily Sell Hardware Products - This program is specifically for software-as-a-service businesses and the materials do not address hardware products.

Do apply for this program if...

✔ You Have 3+ Years of Experience - If you’re a product, marketing, or growth practitioner with at least 3 years of working experience, you’ll feel comfortable with the concepts and frameworks in this program, and will master them easily.

✔ You Want To Launch A Free Trial Or Freemium Model - If you already have a free trial or freemium offer, you should take our Product Onboarding Program instead where you can learn to convert more users into paying customers. This program is for those who want a step-by-step process behind implementing a free trial or freemium offer.

✔ You Can Commit To The Training - If you can invest between 3-5 hours each week to complete the program’s material and homework, plus attend live Q&A calls (held at 12PM EST every Thursday for 6 weeks), then you’ll reap the rewards.

✔ You Are Biased Towards Action - You’re not looking to just “consume content,” you’re genuinely excited to take what you’ve learned and apply it, in real-life, ASAP.

Apply now
Limited seats available. Application closes on Thursday, Sept. 10th at 11:59 pm EST.

What Our Alumni Are Saying.

Vladimir Kovalskiy

CEO and Co-Founder, Medesk
After this course, we’ve achieved an increase of 1% of additional MoM growth. And we have just scrapped the most low hanging fruits. This course was very practical, no bull.

Joe Razza

VP of Product, KnowledgeHound
This program has armed me with the frameworks, tactics, and understanding of how the many parts of the business all contribute to becoming successful at implementing a PLG strategy. The combination of lecture and expert speakers was great to get industry examples.

Claudia Zuniga

Customer Experience Manager, JungleScout
This course was incredible and I can't thank you enough for everything I learned 🙌⭐️🧙‍♂️ We are still building our way to product-led and having this group and this experience is going to be of immense help as we lead with change inside our org.

Phil Tarnowski

Director of Product Management, Elate
This has been the most valuable certification program. As head of product, this course has been critical for me to take a step back and evaluate where we are as a product.

Allison Wilbur

Director of Customer Success, LiquidPlanner
This program has helped me convince my company about PLG. Our CEO, board, and team are aligned towards this transition. This is a huge step in the right direction. Thank you!

Joe Tsai

Angel Investor and VP, Stripes
I was worried it would be too conceptual and high-level initially, but really like that there were a lot of tactical tips and processes to model after. Thank you for putting together this course.

What We’ll Cover In The Product-Led Transformer Certification Program.

Over the course of 6 weeks, the Product-Led Transformer Program will give you the growth skills, knowledge, processes and frameworks you need to confidently drive the transition from a sales-led software company to a product-led one.


In just six weeks, you'll be able to:

  • Confidently lead the change from sales-led to product-led via a proven, step-by-step process
  • Encourage everyone, across your entire business, to get on board and adopt a product-led, user-focused mindset
  • Confirm which product-led model will be the best fit — and will drive the best results —for your organization
  • Create a successful MVP version of your product-led model
  • Help your organization avoid some of the most painful bottlenecks during this transition
  • Get guidance and support from like-minded peers who are also going through the same organizational challenges as you are
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Here’s the breakdown of the program’s schedule

Week 1: Program Kickoff.

THURSDAY, OCT 8TH, 2020 AT 12PM EST

You'll receive an email on setting up your ProductLed.com account, learn best practices on how to get the most out of the program, and attend a (fun!) kickoff call with fellow product-led transformers.

You’ll walk away understanding:

  • Why now is the best time to be product-led?
  • What your purpose is behind making the transition from sales-led to product-led in your business
  • The four apocalyptic "tidal waves" that are coming for SaaS companies — and what you MUST do to survive them
  • A detailed overview of the course roadmap
  • And meet the members of your mastermind group

Week 2: Identify Your Product-Led Model.

THURSDAY, OCT 15TH, 2020 AT 12PM EST

Deciding whether a free trial, freemium, or hybrid model will work best for your business is challenging — especially as choosing the wrong one could potentially dent your business’ performance.

This week, you’ll learn:

  • The main differences between sales-led and product-led companies
  • How to use a decision framework to discover whether a free trial, freemium, or demo model will perform best for your business
  • What to look out for when deciding if product-led growth is even a good fit for your business
  • Real-world examples from companies like Tettra, Outsystems, HubSpot ….and more

Week 3: Monetization Strategy.

THURSDAY, OCT 22ND, 2020 AT 12PM EST

Communicating your value is the unshakeable core of a successful product-led growth strategy. If you have simple pricing tiers and plans, users will upgrade on their own. If you have complicated pricing or users have to reach out to understand your “unique” pricing model… game over, you’ve lost a ton of sales you didn’t even know you could win.

Here, we’ll cover:

  • Which pricing mistakes you need to avoid
  • Which of the 4 most common SaaS pricing strategies is the ONLY one with long-term viability
  • Why your pricing model and customer acquisition model are like an arranged marriage
  • An exercise that helps you determine what is the best metric for your organization to charge by
  • How to take a data-driven approach to understanding your pricing metrics (it’s nowhere near as hard as it sounds)
  • Real-life “do this, not that” examples from companies like Wistia, Paypal, Stripe, and ProfitWell ...and more

Week 4: Define End User Success.

THURSDAY, OCT 29TH, 2020 AT 12PM EST

When a user signs up for your product, how do you know what they need help with? And most importantly, how do you solve their problem? This week is all about clarifying what “user success” really means for your product.

We’ll go through:

  • Several approaches you can use to identify your product’s “Aha!” moment
  • Why you need to understand your product’s “job-to-be-done” and how to define it for your business
  • How to understand the three main outcomes that motivate the purchase of your product
  • An exercise you can complete to maximize your customer development insights
  • Case studies from companies like Intercom, Drift, and Vidyard
  • ...and more
  • Week 5: Build Your Product-Led Momentum.

    THURSDAY, NOV 5TH, 2020 AT 12PM EST

    This is where rubber meets the road! Under my guidance, you’ll map out exactly what your first product-led model will look like and launch it.

    You’ll discover:

  • Examples of what other companies have done to build out their first product-led model
  • The “rookie” mistakes to avoid when launching your first experiments
  • How you can phase-in a product-led approach over time
  • Case studies from companies like Soapbox, Vidyard, and Octadesk ...and more
  • Week 6: The Product-Led Organization.

    THURSDAY, NOW 12TH, 2020 AT 12PM EST

    As a product-led business, you have an unfair advantage over competitors as you have unlimited access to a dominant growth engine and significantly lower CACs. But, it takes an entire team to make the strategy work.

    This week, we’ll go over:

    • How to lead the mindset switch on your team from “sales-led” to “product-led”
    • The role every team plays in a product-led organization
    • The one unifying metric every team needs to be aware of to play a part in your product-led growth strategy
    • How to build out an ongoing optimization process
    • Examples from companies like Wistia, HubSpot, Postscript
    • ...and more

    What Else Is Inside The Program.

    This program is not a lecture-style college course, or a 100% hands-off, self-paced learning program. 

    Along with the program’s content, you also get live weekly trainings, intimate mastermind group sessions, and real-life case studies from expert guest speakers. We want you to have all the resources and tools you need for you and your business to succeed.


    Live Weekly Training That Challenges You.

    Each Thursday from 12 to 1 PM EST you will have a one-hour live training session with exclusive, actionable frameworks. We'll guide you through overcoming the main obstacles you’ll face in making the transition from sales-led to product-led.

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    Intimate Mastermind Group.

    We know that leading change can feel lonely sometimes. That’s why we’ve woven into this program the opportunity to meet, connect with, and get support from other people just like you.

    During the live classes, you’ll have a chance to get feedback and discuss topics with your intimate mastermind group of four to six of your peers. You will work together on class activities while forming relationships that you can leverage for years to come. Many members refer to these calls as one of the most valuable parts of the program.

    Right after our live weekly training, we encourage each mastermind group to continue meeting throughout the week. This is an opportunity for you to brainstorm and collectively solve problems together.


    Expert Guest Speakers.

    Every Friday from 12 to 1 PM EST, I invite an expert to speak about their experience tackling a specific product-led topic, and you'll have the opportunity to discuss these core concepts with your peers.

    In the past, we’ve had the following experts:
    • Patrick Campbell, CEO & Founder of ProfitWell
    • Ashley Greene, CEO & Founder of The Instratify Group
    • Étienne Garbugli, author of The SaaS Email Marketing
    • Jacqueline Cook, Chief Strategy Officer at Vendasta
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    Hands-On Learning and Activities.

    Each framework includes relevant, up-to-date case studies, expert interviews, and examples from today’s fastest-growing companies. You’ll apply the frameworks to your company, role, and product via exercises, worksheets, and weekly micro-projects. Expect to spend 2-3 hours with active hands-on learning on your own time in addition to the weekly live training and expert speaker sessions.

    Drive Growth No Matter What The Economy Looks Like.

    Apply Now
    Limited seats available. Application closes on Thursday, Sept. 10th at 11:59 pm EST.
    Imagine what it would be like if…

    ...your entire team was truly on board with helping your users become successful?

    ...you had hundreds of customers upgrade their plans without having to contact anyone on your team?

    ...your free-to-paid conversion rate consistently got better every month?

    All of this is not only possible, but probable when you implement a successful product-led growth strategy.

    And I know this because I’ve helped businesses, large and small, leverage their product to exponentially grow and scale their businesses in ways they never imagined possible.

    What You Get In This 6-Week Certification Program.


    6-Weeks of proven-to-work frameworks, processes, and systems that will give you a repeatable, effective system that converts users into happy, paying customers. ($3,000 Value)
    On-demand e-learning platform where you’ll have lifetime access to all content. I’ll be regularly updating this course so you’ll be the first one to get access to any new material in the not so distant future. ($1,000 Value)
     An exclusive invite to join a mastermind group throughout this certificate program so that you can get your questions answered by your peers . ($1,000 Value)
    Over-the-shoulder examples, so you get to see exactly how everything is done before doing it yourself. ($1,000 Value)
    Weekly action items to hold you accountable and help you reach your goals. ($500 Value)
    Worksheets & templates to help you flesh out successful campaigns and mange your account - the same resources I use on a daily basis. ($500 Value)
    Q&A sessions each week where I answer your questions, give feedback on your work and help you improve. ($700 Value)
    Our private Slack group where you can find support and friendship from your peers, and reach out to me any time you have a question. ($1,000 Value)
    Personal attention. All businesses are different, so I limit the class size to make sure I can give you what you need to succeed with this program. ($2,000)
    Certificate upon successful completion of the program so you can set yourself apart in a crowded job market. ($500 Value)

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    Become Product-Led Transformer Certified.

    If you are ready to get started building a successful product-led business, click on the button below to apply today. 

    If your application is approved, you will get:
    ✔ FULL ACCESS TO THE 6-WEEK ONLINE PROGRAM
    ✔ FULL ACCESS TO ALL UPDATED COPY & PASTE TEMPLATES
    ✔ FULL ACCESS TO WEEKLY LIVE TRAININGS
    ✔ FULL ACCESS TO OUR GROWTH INSTRUCTORS VIA SLACK FOR 6 MONTHS
    ✔ FULL ACCESS TO ALL FUTURE UPDATES TO THE PROGRAM
    ✔ FREE LIFETIME ACCESS TO THE COMMUNITY
    ✔ FREE CERTIFICATE UPON COMPLETION OF PROGRAM

    $2,997 USD Per Seat

    (An instalment plan for three payments of $1,197 per seat is available upon request. Group rate for teams of 5+ from the same company is $2,697 per seat.)
    Apply Now
    Limited seats available. Application closes on Thursday, Sept. 10th at 11:59 pm EST.

    How Does This Certificate Program Compare To A Product Consultant Or Agency?

    Simply put, this program’s cost is a mere fraction of what an independent product consultant or agency would charge, plus the training you get and the skills you learn will stay with you for a lifetime. This training will improve your growth skills so you can confidently take the reins and drive product-led change — and results — for your business.
     Product-Led InstituteConsultant or Agency
    Cost$2,997 USD per seat$60k+ per year
    Time Until Results6 weeksMonths to find and onboard a good contractor or agency. And they still need time to ramp up before they can show results.
    RiskYou need to level-up and put our insights into practice. If you’re not prepared to put in the work, you’re not going to see the results.Contracting a single person or agency is, at best, a gamble. How much experience do they really have growing a company just like yours?
    money-back-gaurantee

    Try The Product-Led Transformer Program 100% Risk Free!

    We understand that this can be a considerable investment, but we are confident you will get enormous value out of this certification program.

    But here’s the deal – I’m not looking for “tire kickers.” I have no interest in offering all of my experience to those who just want to “window shop.” So I’m going to assume you’re serious about putting 100% of your effort into this program. And if you feel that I haven’t given you 100% of my effort in return, you get 100% of your purchase price refunded to you. It’s that simple.

    This is a ZERO-risk opportunity. If this certification program doesn’t change your career, we don’t deserve your money.

    FAQ

    Apply Now
    Limited seats available. Application closes on Thursday, Sept. 10th at 11:59 pm EST.

    What do Product-Led Growth professionals make?

    According to Linkedin.com, the average salary for jobs that require Product-Led Growth skills is $120,000. This number can be higher depending on your location, company and previous experience.

    How do you choose who to accept?

    Our goal is to deliver the most actionable learning experience of your career. The application process screens for three things:

    1. Relevant experience in the technology industry working on digital products
    2. A relevant role focused on digital product growth
    3. A relevant company where our concepts can be immediately applied.

    This is to ensure you will get actionable value out of this certificate program.

    What are the official 2020 dates?

    The application deadline for the October 2020 session is Thursday, September 10th.

    The acceptance offers will be sent out on Thursday, September 17th. The deadline to accept your offer and submit your payment is Thursday, October 1st.

    NOTE: If you are accepted, securing your seat is on a first-come, first-serve basis. There are only 100 spots available in this cohort. In the last cohort, we had over 700 applicants.

    The 6-week live program happens from October 8th to November 19th, 2020.

    When are the live calls?

    We will host the live calls for the program at 12PM EST every Thursday during the 6-week program. Each lesson will be 2 hour and you’ll have time for Q&A immediately afterward.

    Will I be able to expense this to my company?

    Every company has a different policy regarding professional development. If tuition reimbursement through your company is a possibility you'd like to explore, once you've applied we can provide insights that have helped past participants.

    Need help convincing your manager? Get tips on reimbursement.

    I've applied to the program. What happens next?

    Our team hand reviews every application for fit with each program. We receive hundreds of applications for each cohort so this process can take a few weeks. Every applicant gets a response, so we appreciate your patience as we complete the review.

    We cap the number of participants to ensure that we can provide a great experience for everyone who attends. Once we hit the program cap, we stop accepting payments, and we waitlist any remaining accepted individuals. So we highly recommend submitting your payment as early as possible.

    The final deadline for submitting your payment for the 2020 cohort is October 1st, 2020, if seats are still available.

    The 2020 cohort begins on October 8th, 2020.

    “How” you sell is just as important as “what” you sell.

    Just like Blockbuster couldn’t compete with Netflix by selling the same digital content…

    ...you need to decide “when” (and not “if”) you’re going to innovate on the way you market and sell your product.

    And the Product-Led Transformer Program is just about turning this crucial mindset and organizational shift into an executable business strategy.

    And if you join this certificate program today…

    ...you’ll learn exactly how to implement a product-led growth strategy to help drive “Netflix-style” growth for your product.

    See you on the inside?
    Wes Bush
    Author of Product-Led Growth: How to Build a Product That Sells Itself


    P.S. If you’ve scrolled this far, I’m 100% confident this program is the perfect fit for you. Because you already know that shifting the responsibility from your sales team to your product itself to drive MRR and ARR will have a powerful impact on your business.

    What I can assure you with absolute certainty is that when you apply the frameworks, processes, and skills you’re about to learn – every aspect of your business, including you and your team will GROW.

    There’s nothing worse than guessing what you need to do to help your users become successful. Like realizing that you should have had a free trial vs a freemium model. Or that you’ve been giving too much of your product away for free.

    I’ve made all these expensive mistakes before. So I put this certificate program together so that you won’t make them like I did.

    And through this program, I want to empower you to be confident in driving product-led change at your organization — and get your team and the rest of your company aligned in purpose to make your vision a reality.

    It won’t happen overnight, but if you follow the simple plan I’ve laid out for you over the 6 weeks of this program, you WILL succeed. It’s not always easy. But that doesn’t mean it’s complicated. Or impossible.

    P.P.S. Don’t forget! You have 30 days to try this program 100% RISK FREE. If this certificate program doesn’t help you create a successful product-led growth strategy necessary to follow through with your most important goals, just send me an email and I’ll refund you on the spot. (Scout’s honor.)

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