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The Rise of Product-Driven Sales, or Why Product-Driven Growth Requires a Sales Overhaul • TechCrunch


B2B is watching a lot more than B2C these days: from Figma to Slack, individuals and teams can sign up for tools that their entire organization will eventually adopt. This concept is also known as product-driven growth.

The definition of product-led Growth is almost tautological: As a supplier, it essentially means using your product as the engine of growth for your business, Amplitude chief product officer Justin Bauer told TechCrunch.


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But under that explicit concept, there’s a major change at play. The biggest change, Bauer said, “is that the customer relationship now starts with the product instead of ending with it, which is how the B2B traditionally worked”.

Although the rise of PLG has disrupted the traditional top-down sales funnel, it has not replaced sales. However, this has profound implications for sales teams, but these are not discussed often enough.


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