PLG Weekly#14: The PQL maturity curve, Churn in a product-led world and some good PLG reads.
Welcome to the fourteenth edition of the PLG Weekly. As per tradition, we should have probably skipped the 13th one as many of us fell sick and haven't been able to get the weekly out the last two weeks. But happy to report that regular service resumes from today 😃
Let's start this week by looking at the PQL maturity curve.
💡The PQL maturity curve
Kyle Poyar put together this PQL maturity curve to help companies start the PQL journey. Often, companies get daunted and put it on the back burner. However, Kyle's framework helps you start the journey and go from novice to expert.
If you’re starting your PQL journey, let us know if this helps in going further.
🌀Does Sales-assist vs Self-serve affect Churn?
As a team, we've begun to wonder what customer and dollar retention looks like in a PLG world. We always prefer retention discussions with numbers and the OG of SaaS numbers; Peter Caputa IV dropped this chart this week.
For context, 60% of their customers come from self-serve and 40% come via sales team. ASP for sales teams is $200, and self-serve is about $150.
Have you looked at these numbers for your business? Looking at it might help you see that the attractive self-service funnel you have might be a leaky bucket!
A quick leading indicator dashboard that you should set up in your org, is customers that attain value and measure it by cohort. For Hubspot, it's using at least 5 out of 20 features in the last 60 days.
Here's a sample of the dashboard they had set up. This will help you measure how many customers attain value vs time from closure. This can also help you understand at what point you can add customer value with either in-product onboarding or a sales-assist team.
Take a look at Churn from various funnels, and if there's an opportunity there, that might be your next lever in growth!
🕸 Good PLG reads from the internet
PLG stories from India are always special to us as most of our team is based here. This post features lessons from Hevodata on how to assemble a sales team for a product-led motion. They have put together new incentive structures for the sales team and also helped put together a new user journey for the prospect with customer needs front and center. Read on.
Sit down for a cup of coffee and read this one. This fantastic article (a long one at 13 minutes) by Aggelos Mouzakitis speaks about product-led, sales-led, and marketing-led and breaks down each model's different pros and cons.
You’ve reached the end of this week’s edition and we hope you’ve enjoyed it. We’ll be publishing every Wednesday and if you like what you read this week, share it with anyone who might be interested in PLG.
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