How Vendasta Went All-In on Product-Led Growth with Jacqueline Cook, Chief Strategy Officer at Vendasta

A few years ago, many noted a dramatic change in the world of buying and selling: companies that have adapted the “product first” strategy were outpacing those that rely primarily on high friction sales models. One of the companies that really went all in on product-led growth is Vendasta. In this episode, Jacqueline Cook, Vendasta’s chief strategy officer shares what made them decide to do it and how they were able to transition successfully.

Show Notes

[01:15] How she became the chief strategy officer at Vendasta

[02:30] What a chief strategy officer does

[03:29] What Vendasta does

[05:24] Trends she saw in their business

[07:36] What made her decide it’s time to take Vendasta to the next level

[09:37] How they transitioned from a sales-led company to a more product-led business

[11:37] How she got the buy-in from the team

[14:54] How their organisation is structured

[18:29] Some of the early experiments she ran

[22:43] Things that need to be in place to maximise the learning curve

[24:29] Things other companies should avoid

[26:49] Some of her biggest worries about going product-led

[29:03] Where people can find out more about Vendasta

About Jacqueline Cook

Jacqueline Cook is the chief strategy officer at Vendasta. Vendasta is a Canadian-based business that provides an end-to-end commerce platform to firms who sell digital services and products to small and medium businesses. The company is also known for their innovation, thought leadership, and rapid growth.



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About The Product-Led Podcast Hosts

Wes Bush

Wes Bush is the author of the bestselling book on Product-Led Growth. 

He’s the founder of the Product-Led Institute and host of the popular Product-Led Summit.

Bush is best known for challenging the way SaaS leaders approach growth and has been featured in over 100 media outlets, including Forbes, MarketingLand, and Openview.
Ramli John

Ramli John is a product-led consultant and educator with Product-Led Institute. 

He's the founder and host of the Growth Marketing Today podcast, where he's interviewed marketing experts like Rand Fishkin, April Dunford, Hiten Shah, and more.

Ramli works with SaaS companies to optimize their user onboarding flow and retention rates.

Wes Bush
Wes Bush
Wes Bush is the bestselling author of Product-Led Growth. He’s a renowned Product-Led Growth pioneer and has challenged an entire industry to find a better way to approach SaaS growth.