Customer-Driven Pricing with Logikcull’s CEO [Podcast]


This post is by Kyle Poyar from Openview Labs


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Andy Wilson is the Founder & CEO of Logikcull, a legal tech startup that’s revolutionizing how lawyers handle document discovery. In this episode, Andy explains why they pivoted from an annual subscription model to pay as you go and the implications this had on the business as a whole (spoiler: it changed everything). He also dives into how their mission drives decision-making and what they’ve done to help their customers have an amazing experience. Prefer to listen on iTunes? Listen here.
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It’s a Rough Time to Be a Startup – Here’s What You Can Do About It


This post is by Kyle Poyar from Openview Labs


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SaaS is now ubiquitous. Salesforce, which turned 20 in March, surpassed $13 billion in annual revenue this year. Everywhere you look there are dominant SaaS companies with thriving products. That’s certainly true in developer tooling (AWS), sales and support (Salesforce), MarTech (Adobe), commerce (Square), HR tech (Workday) and even vertical markets (Veeva). This begs the question: how much room is left for emerging startups? Benchmarking data shows that it’s harder than ever for new SaaS companies to gain initial traction and reach the expansion stage. More and more startups are vying for traction against extremely well capitalized SaaS powerhouses. Not surprisingly, most struggle to break through. The median growth rate of startups with $1-2.5M in ARR fell from 100% to 64% in just the last year. SaaS companies now report 9 competitors on average, up from just 2 back in 2013. Those on the front lines know that
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Pricing at a PLG Company with Figma’s CCO [Podcast]


This post is by Kyle Poyar from Openview Labs


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Amanda Kleha has been involved with pricing at PLG companies like Zendesk and Figma. On this episode, she explains when freemium makes sense in SaaS, the right time to add sales or customer success to a self-service business and the implications of PLG on culture. You’ll also learn why she thinks you should know your leaders, fillers and killers. Prefer to listen on iTunes? Click here.
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Lola’s Mike Volpe on Pricing to Win in Competitive Markets [Podcast]


This post is by Kyle Poyar from Openview Labs


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Mike Volpe is no stranger to competitive markets. He was part of HubSpot’s founding team, then moved into the world of cybersecurity with Cybereason and is now CEO of Lola.com, a travel management tool. In this episode, he explains the relationship between pricing and brand, his perception of freemium and the importance of looking closely at your happiest customers for growth opportunities. Prefer to listen on iTunes? Click here.
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Have Your Cake & Eat It Too [Podcast]


This post is by Kyle Poyar from Openview Labs


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We’re kicking off Season 6 by bringing OV Partner, Blake Bartlett, back to discuss the magic of product led growth. Blake breaks down the placement of the paywall, when a freemium model makes sense and the importance of getting specific about your target customer. Find out why PLG means you can have your cake and eat it too. Prefer to listen on iTunes? Click here.
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From Product-Market Fit to Product-Market-Price Fit


This post is by Kyle Poyar from Openview Labs


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The statistics are bleak, but deserve to be repeated. 90% of startups fail, according to an in-depth analysis of 3,200 companies as part of the Startup Genome Report. The researchers blame “premature scaling” as the root cause, pointing out that 70% of startups in the study scaled before they were ready and that startup founders substantially underestimate how long it takes to validate their market. It’s no wonder that the startup community obsesses over finding product-market fit. After all, product-market fit is a critical prerequisite to being able to scale in a manner that creates long-term value for shareholders. For the uninitiated, product-market fit can be understood as instances when a startup introduces a new product that meets a real customer need, does so in a way that’s better than alternatives and in a market that can support a standalone business. Product-market fit tends to be a spectrum rather than
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Can’t We Do Better Than NPS?


This post is by Kyle Poyar from Openview Labs


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Investors look closely at retention rates as a signal of customer health, product stickiness, competitive differentiation and pricing power. Happy customers are the best long-term store of value at your disposal. They drive word-of-mouth adoption, demonstrate credibility with prospects in the sales cycle, and fuel continued innovation. Retention rates – particularly net dollar retention – also strongly predict a SaaS company’s growth rate. The fastest growing SaaS companies see 89% annual logo retention and 109% net dollar retention (NDR) in their cohorts, according to data from OpenView’s SaaS benchmarking survey. That’s compared to 82% and 90%, respectively, among slower growing companies. Somehow, NPS has become synonymous with retention. These days it’s difficult to find a SaaS company that isn’t tracking their NPS on an ongoing basis (or boasting about their impressive NPS relative to peers). NPS is even a Board-level discussion point at many companies. It’s time to take a
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Product Differentiation: A Guide to the Do’s, Don’ts, and Companies that Get It Right


This post is by Kyle Poyar from Openview Labs


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It’s not easy to stand out in a crowded market, but it’s necessary if you want your business to succeed. Product differentiation is a marketing and messaging strategy that uses your product’s characteristics to distinguish it from others that are vying for your audience’s attention and dollars. Sometimes referred to as the USP— Unique Selling Proposition—product differentiation helps create a competitive advantage by targeting a specific audience segment with a clear and persuasive message about how your product is truly different from (and superior to) anything else that’s available. There are many ways a company can differentiate their product depending on the maturity level of the business, available internal resources and the nature of competition within the market. Overall, however, companies with a strong focus on innovation will find the best success with product differentiation. Commodity products don’t lend themselves to this approach for obvious reasons. But companies that have
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The Definitive Recap of the 3rd Product Led Growth Summit


This post is by Kyle Poyar from Openview Labs


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On November 7 (yes, the day after the midterm election), we hosted leaders from some of the fastest growing software companies for our 3rd Product Led Growth Summit. Each speaker had their own unique take on the topic. Some came from companies that had been product led from inception (e.g. Trello, Lucidchart) while others have more recently pivoted their businesses to embrace product led growth (e.g. HubSpot). Some speakers rose through the ranks from the product or technical organization while others started in marketing, design or even industries outside of SaaS. Despite these differences in perspectives, one thing was clear. Companies of all types and sizes are becoming much more sophisticated in their adoption of product led growth. They’ve done so not just because it promises more efficient growth (which, by the way, it does), but rather as a matter of necessity. Customer expectations are simply changing.
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The Ultimate Product Led Growth Resources Guide


This post is by Kyle Poyar from Openview Labs


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Special thanks to Tristan Eid and Laura Rosca for helping compile this research. Back in the the 1980s, software was sold on the golf course. Field sales was the norm and Oracle reigned supreme. In the early 2000s, Salesforce and a host of others disrupted that model with outbound sales over the phone, which promised a similarly high close rate at one-third the cost and one-third the amount of time. Fast forward a few years and the late 2000s saw the rise of marketing-led sales, driven by content marketing, social selling, and automation. The next frontier of go-to-market is Product Led Growth (PLG). Companies with a PLG strategy – think Slack, Expensify, Atlassian, and Dropbox – rely on product features and usage as their primary drivers of customer acquisition, retention and expansion. It’s through this strategy that companies are able to grow faster and with less cash. They forgo spending
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