Lean Mean Marketing Teams with Ty Hayes

Discover how to create a high-performance marketing team by joining Ty Hayes as he interviews leading CMOs, authors and experts at the top of their game.

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Image of Peter Ikladious and title of the Podcast

45. What is product-led growth (PLG) and how to get started


Peter Ikladious, Co-founder at Unlocking Growth shares his Product-Led Growth (PLG) insights.

In this episode, we explore:

  • What PLG is including the fundamentals you need to get started 
  • How PLG can be applied to any industry, and what it means for marketing teams and CMOs
  • How it changes the dynamics of an organisation and the skills needed in the marketing team
  • How CMOs can use PLG to play a bigger role and have a bigger impact in their organisation 
  • From MQLs (Marketing Qualified Leads) to Sales Qualified Leads (SQLs) to Product Qualified Leads (PQLs)
  • We dispel some myths about PLG and explain in which situations it is inappropriate to adopt
  • The growth mindset needed including the 4 key attributes for any modern marketer to thrive at PLG
  • The new course, Rocket Ship Scholars that Unlocking Growth has launched to upskill Aussies in PLG – listen out for how to apply for one of their 5 free scholarships to the program. *Applications close 20 March 2022.


Never heard of PLG? Peter explains ‘
PLG is about surfacing the value of the product as an enabler to drive more sales’.  So instead of telling people about your value proposition, you show them.

In typical SaaS it includes models like freemium and free trials, but in non-SaaS it can include webinars, events, whitepapers and other tactics deployed throughout the funnel by Sales, Marketing, Product, Customer Success and Customer Support.

Peter is an Aussie with a remarkable career including 20yrs in Silicon Valley. Peter established and led the growth and product management across IBM, he’s been VP of marketing for Safety Culture, Product Development Program Manager at Hutchison 3G – plus a range of experience founding, running and consulting with Startups. 

Peter’s now helping startups and businesses in Australia to scale faster using a product-led growth approach through his leading product-led growth consultancy, Unlocking Growth.

P.S. As always, we have detailed notes available for this episode. To access these, head to our website, look out for this episode and download the PDF summary notes of our conversation with Peter, with all the tips and strategies laid out in an easy-to-read format. 

References

Wes Bush – Product-Led Growth
William Duggan – Napoleon’s Glance

Contact Peter Ikladious

Contact Growth Generators

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This podcast was produced by Ty Hayes and edited by Lewis Hallam.

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About the Show

In today’s fast paced world, your team is your ultimate competitive advantage. Join Ty each week to discover the dynamic team structures, agile practices, leadership and culture behind some of the world’s most successful brands and the teams driving their marketing. If you’re a marketer looking to enhance your leadership and boost your team’s capability, then this is your must-listen podcast.

Your Host – Ty Hayes

Ty is an award-winning former CMO turned business founder, who built and led the #1 marketing team in Australia (AMI Awards) and was ranked the #10 CMO in Australia (CMO50) whilst CMO for a global university. Ty now hosts this podcast and runs Growth Generators with the mission to help CMOs build modern marketing teams that drive growth.