CMO Leadership with Ty Hayes

Dive into the insights and strategies of award-winning Chief Marketing Officer (CMO), Ty Hayes and leading CMO's and experts.


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. 


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

Are you striving to build a high-performance marketing team that accelerates growth for your organisation?

This podcast is designed specifically for marketing leaders seeking to optimise their team’s performance to drive unparalleled results.

Tune in to:

  • Unlock secrets from top CMO’s on how they’ve crafted dynamic marketing team structures and built modern capabilities
  • Discover agile marketing practices that can triple team productivity and slash time to market
  • Learn the leadership principles and strategies to drive change, create a high-performance team culture and boost staff engagement.
  • Gain insights from interviews with leadership experts and authors, and marketing leaders from accross all industries including Uber, ABC, Calendly and EY.

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.