How pitch narrowed their ICP and accelerated growth (with Ulrik Bo Larsen)
Least liked, most impactful subject... ICP
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There’s nothing like having a PLG - SLG debate.
The problem is, very few have been in both camps.
So we invited someone on the show who has deep experience in both.
Ulrik Bo Larsen scaled Falcon.io’s (now Brandwatch) sales team into the 100s and was used to a noisy floor.
After having exited Falcon, he’s joined Pitch as President — and here, the company has no salesreps. They rely on a PLG motion.
So what differences did he notice?
This and much more we discuss in this episode.
Here’s just a few takeaways:
They had a hunch about their ICP with, and validated it with quantitative data, external research and interviews. They found that many started with low ACVs but expanded heavily over time.
Identifying their ICP helped them aligning the roadmap towards their exact usecase. They also used AI to identify users coming from salesled teams (their ICP) further fuelling their growth.
Pitch realized that they needed to centralize all revenue data, from small self-serve accounts to large enterprise deals, within their CRM. This provided a holistic view of their customer base and growth patterns.
PLG is great because customers purchase and self onboard with little assistance. The problem is, customers who self-onboarded with no interaction could just as easily self-offboard without providing feedback or warning.
At salesled teams, his impression is that the ICP is: Whoever wants to buy. If an AE can close the deal, all incentives lead to closing the deal — for PLG you don’t have the same incentives making it easier to focus on one ICP.
Watch the episode here
00:00 Introduction
10:02 Finding the ICP
19:37 Acquisition and Sales Strategy
20:04 Brand equity
22:53 Trigger for engaging
25:55 Self-Onboarding and Offboarding Dynamics
28:44 Outbound Strategies and AI-Enabled Lifecycle
41:54 Conclusion and Final Thoughts