Enterprise-first software startups cannot successfully pivot to self-serve PLG
Guillaume Cabane · Guillaume Cabane: Why Your First Growth Hire Should Be a Former Founder | E1088 · 20VC with Harry Stebbings · Nov 29, 2023 · at 8:20
Guillaume Cabane, SaaS growth advisor, explains why enterprise software startups fail when trying to retrofit a self-serve product-led acquisition model onto an enterprise product and cost structure.
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“It's companies that are enterprise first with the entire, like, cost structure and product structure of an enterprise software, and then want to open a PLG and go, hey, let's let people, like, sign up on their own. And like nothing works. Like the acquisition does not work. The product that does is not self-serve. You can't like build like a self-serve like feature into like something that was meant for your CSMs to build the instance like that. And that happens. I see those people come to me and it's like, this is just not going to work. It's impossible. You can't pivot that way.”
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