Yamashita: Figma's PLG operates by empowering internal user champions
Yuhki Yamashita · An inside look at how Figma builds product | Yuhki Yamashita (CPO of Figma) · Jan 8, 2023 · at 52:41
Yuhki Yamashita, Chief Product Officer at Figma, describes how Figma's go-to-market model relies on enabling internal advocates rather than traditional cold sales outreach.
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“One of the things that I kind of, we all are collectively realizing is, you know, we talk about product-led growth, but in some ways, you know, I like to think about it more as kind of like community-led growth, or there are certain people inside a company that feel so strongly about Figma, and that they're helping kind of push for it, and these like advocates and evangelizing for Figma, right? And so oftentimes like what the sales team does is really empower those individuals to make a stronger case or kind of connect them to the rest of the company so that we can kind of get a wider deployment or more leadership buying and things like that.”
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