Transition to product-led growth

In 2019, Totango moved to a product-led growth (PLG) strategy allowing anyone to sign-up to the product and try it on their own. Prior to this, customers were acquired through a complete sales process and prospects could only preview the product through the sales executives. Through the product-led motion, we were able to reduce time to acquire the customer and onboard them within a few weeks.

User experience was the key requirement for a successful PLG motion. My efforts focussed mainly on smooth user onboarding and building the experience of making a purchase directly from the product while also experimenting on the overall user’s journey of trying out Totango. The aim was to maximize conversion of users who signed up to those who downloaded a template from our marketplace and uploaded their data. We ran several experiments to make this happen.

The video below presents portion of the experience that I delivered.