Support in a PLG organization

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 moreAs 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.

Wes Bush:
I'll touch on is all about support. And so support's super interesting in a product led business. Many, many product led companies, they are the biggest advocates of support. And there's a really interesting dynamic whenever you think of going from the transition from sales that are product led, as it relates to support. And one of them is that your support team will often have to handle quite a lot more volume of tickets and free users to take care of. But do they all get treated equally? How do you approach that? And are you just going to hire a bunch more support reps or are you going to figure out a better way to scale so that every let's say 1000 free users that signs up per month doesn't necessarily equate that you need to hire one more support rep. How could you scale smarter?

Wes Bush:
And so whenever you're stuck with this question, what a lot of product led companies have thought about is, well, support reps time needs to scale better than ever before. There needs to be less hand-holding. They need to be more proactive versus just reactive all the time. So how do you do that?

Wes Bush:
Well, when it comes to support, what you got to think about is how can we create a self-serve support model? Maybe that's a really good knowledge base that is easy for people to dig into what they need. Maybe it's going through your straight-line onboarding experience and finding out where the majority of people drop off and on the page they drop off typically. You could have a call to action that pops up and ask, "Hey, would you like to sit on a 30 minute call to go through this with a product expert so we can set it all up and you can be off to the races in no time?"

Wes Bush:
So thinking about support in that context can be a huge value add. And the whole role of support changes in that context.