Kramer: Product-led growth requires larger early marketing teams, not fewer marketers
Emily Kramer · How to build a powerful marketing machine | Emily Kramer (Asana, Carta, MKT1) · Sep 11, 2022 · at 37:09
Emily Kramer (co-founder of MKT1, former marketing lead at Asana and Carta) discusses the division of responsibilities and organizational structure in product-led companies.
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“I think that product led growth is a misnomer. I think people will do anything they can possibly do and not call marketing marketing. I think we always see this. And so I think that product led growth really means not as much sales. Which means product plus marketing. And so that's probably a hot take, but product-led growth is just another name for what we like. I mean, so the product-led growth is a little different than like premium or self-serve or these things, but it's not, you're being handheld by the product. You aren't being handheld by the sales team. So really to me, like it's, and you can have a sales assist with product-led growth as well, but typically what's more at odds in my mind is like product-led growth means you are going to have a huge sales team early on. It doesn't mean you're not going to have a huge marketing team early on. In fact, to me, it means you're going to have a bigger marketing team early on because you're not going to have those sales. Sales is not communicating with customers.”
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