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How we are becoming a product-led company

A few months ago, I had a great conversation with Justin Bauer, the VP of Product at Amplitude, about the future of business-to-business (B2B)software companies. B2B software companies have entered a new era: the era of Product-led Companies (PLCs). Justin and I were talking about how in the 1990s, many of the market leaders in the B2B software industry were sales-led companies. A decade later, we saw a shift to a marketing-led model. Today, we’ve entered the era of product-led companies (PLCs).

A great product can increase a company’s retention and lower customer acquisition cost. PLCs have a different approach to engagement: product is their distribution center, product is their competitive advantage, and product is their driver of customer loyalty.

For marketing, customer success, sales, and product teams to work in blissful harmony in PLCs, all the teams must rethink their process from a PLC’s point-of-view. This point-of-view can be established among all the teams using the following approach:

  1. Identify your product’s critical event
  2. Understand the real problem: customer-driven product development
  3. ICE your product roadmap
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